Customer management is a fundamental step for the company that wants to offer a complete and inspiring experience for its consumers.
In this article, we will talk about CRM (Customer Relationship Management) and its fundamental relevance to an efficient and complete customer experience.
You will learn the CRM concept, the fundamental requirements to implement it in your organization and the relationship between it and a successful customer experience. Let’s go!
CRM is the acronym for Customer Relationship Management. In simple lines, CRM is a set of strategies and tools focused on the consumer.
Through CRM, companies of any size can extract relevant data from the public and use that information as a “fuel”, which will power the customer service processes, and improve your products and services.
Through the processes automation, it’s possible to increase sales and profits and offer differentiated and customized services, which attract more and more attention of the public.
By combining customer service and automation strategies, CRM helps you to collect important information about your audience and extract data that is essential to maintaining an active and consistent contact with the public’s needs.
Through CRM software, for example, you can identify customers who are celebrating their birthday or those who need to renew a warranty, insurance, or exchange a part of a product they have purchased in your store.
In addition, with CRM strategies, you can create well-targeted filters and work with homogeneous groups, to deliver customized promotions to their needs. More than that, it will be possible to identify unique opportunities from potential customers, making actions almost irresistible.
We know that the customer experience is an important factor to ensure not only the realization of a sale, but mainly consumer satisfaction and loyalty. In addition, investing in the customer experience is also a great opportunity to improve internal relationships, productivity and organizational climate.
But where does the CRM fits into this story? While the customer experience focuses on the buying process — that is, on the journey that the consumer make from the first contact with his company to the point of business — CRM focuses on the background.
CRM software and strategies are the tools that you and your team use to enhance public knowledge and execute strategies that will deliver an unparalleled experience to your consumers.
So, CRM and customer experience need to work hand in hand, aligned. After all, strategy, automation and good experience are an extremely efficient combination to promote good results for your organization and satisfaction of your customers and your work team.
Another benefit of adopting a CRM is the possibility of automating processes that don’t require human intervention and that can be done by the contracted system. This way, there’s enough time to invest in relationships with the public, in differentiated actions, in content and services that will really make the difference and guide to the solutions that your consumers need.
Now that you have understood the importance of CRM, let’s talk about the key steps to be taken and implemented before applying this management model.
Every business must have a defined business plan. If that’s not your case, it’s never too late to start. Review the objectives and align the expectations and proposals of the enterprise with your employees.
It’s important that everyone is aware of the business model and the image that your business intends to pass on to consumers. If the team understands these points, it’s certain that the work of its engaged employees will follow the traced path.
It’s also important to analyze the competition and extract from that analysis good and bad examples to apply in your business. It’s not about copying, but to take advantage of the experience of others and start with several steps ahead, already knowing where you can’t go wrong.
Also constantly study the profile of your audience. Know what channels they are in, what their habits, expectations and ambitions are. Only with in-depth knowledge about your customers will you be able to offer competent management to them.
Once you have collected all this information, you’ll have valuable material in your hands to draw up a map of internal processes and customer service to meet your goals and provide your audience with the best experience possible.
Analyze carefully and accept suggestions from the team so that this customer service map is as complete as possible, with no gaps. Remember that your customer service team is the front line, which has constant and close contact with the public.
Employee considerations can be critical to an efficient process.
Once you’ve worked out the customer service strategies, it’s time to identify the tools you need to help with the planning execution.
Research and identify software and equipment that may be useful for a quality CRM. Test, question and prioritize flexible vendors who adapt their systems to fit your business needs. Also, make sure that the suppliers are engaged with constant system optimization, since no technology is timeless. We must evolve, always.
Before, during and after the implementation of systems and new processes, train the team! It’s important to keep everyone aware and aligned on the use of tools and the standardization of the company’s customer service processes, as simple as they may seem.
Only this constant training and the opening for clarification of any doubts will make your team aligned and offer a coherent and quality customer service at all levels.
Measurement is a key to CRM success. After all, only by analyzing the feedbacks and reports will it be possible to identify points of conflict and needs for developments and improvement of the processes.
Measuring the indexes periodically, and using them to improve your CRM, will ensure quality management and beneficial results for your business.
I will end this text in the certainty that you, the reader who has come so far, understood the importance of implementing CRM in your enterprise and captured key tips to make this a reality in your company.
I wish you a lot of success and I invite you to subscribe to my newsletter to follow more quality content on management, customer experience and customer service. Hugs and till’ the next article!