These days, businesses don’t just rely on their CRM for simply managing leads and clients. But, most of the successful companies are making use of their CRM to successfully manage their growing relationships with the clients. They are also making efficient use of their CRM to develop and also strengthen long lasting positive relationships. CRMs are proving beneficial in developing the best client experience. This becomes only possible by providing a trustworthy client experience via varied processes such as marketing, prospecting, complete sales process, follow ups and service.
Data vs Leads
It is a common phenomenon that businesses do not pay much attention to their client database and instead spends time, money to bring on board new leads via advertising, etc. These leads often come with miniscule information and also do not carry the exclusivity tag. If organizations start to stress on just luring new clients and not paying heed to the needs of the current clients, the chances of losing out on loyal client’s increases manifold.
Over the years, CRM has proved helpful in capturing trustworthy information database to strengthen interactions with clients apart from successfully raising the client retention ratio. In the current times, we have more information about the clients as every call, email, letter and SMS that has been sent is stored for future reference. We know which lead/ contact/prospect is interested in which product. We also have ample knowledge about the products they have bought in the past, service history along with the average repair order price.
The big question which arises now is that despite the presence of this data, are we using it in the right way? Do we have all the processes in place which helps us understand everything about our clients?
CRM and your brand
Clients have often been found to be brand loyal due to the quality of the product along with the client service offered. These days, clients have growing number of options when it comes to buying a particular product or service. When we talk about multiple options available, automotive industry is the best example. In the automobile industry, it has been found that multiple dealerships are engaged into the selling of same vehicles, so the distinguishing factor is how well the clients are treated. In car industry, what matters is how they are selling it. It has been found that CRM allow the dealers to make a clear distinction by the service they are offered. Dealers often throw light on how dedicated they are towards the client servicing but when it comes to applying it in day to day process, it becomes altogether a different thing.
We all know that brand reputation is completely dependent on the tie between the company and your clients. Both, the customer relationship and brand grows and strengthens on the basis of numerous small interactions such as phone calls, emails, visits and service that are carried out. As majority of these tasks can be carried out by the CRM, it becomes essential that it is able to match the image your company is aiming to display. It is an absolute must that a positive client service experience is applied to every client touch point.
Mostly to clients, branding is also about faith in the company/organization, believing in the company and its products/services and also trusting in what the company is offering. At the end of the day, a client becomes impressed and believes in a brand on the basis of the service offered. Hence, when a sales rep say that they will carry out a follow up tomorrow, the CRM should be efficient enough to remind them. Mostly clients are looking for a quick response, that’s why offering them valuable service is important.
In the current times, the clients do not want to be sold. It has been noticed that by the time, they are being contacted; clients have already made their mind about a particular product or service. Also, most of the clients believe in indulging in research about the company or brand by reviewing the previous online client experiences on the social media.
Besides the pricing factor, every company needs to know why clients should purchase from them? With the help of a CRM, businesses are able to serve in a better and improved manner, enhance the sales process and also develop a positive experience.
Examples of CRM that boost positive experiences
Many clients have claimed that the car purchasing experience is not always the best and also pleasurable. But, now the dealers are able to understand it quite clearly. When a particular client visits the dealership looking for a used vehicle, dealers are able to carry out a negotiation process using the CRM.
Moreover, dealers are also developing customized business campaigns developed to send the right message to the right person at the right time. Many at times, many CRMs are also offering the data mining functionality to locate particular clients for any specific deal. This again helps the dealers to make concentrated efforts instead of wasting time on potential clients who are not interested.
Most of the dealers have started to focus on mobile CRM that allows the sales person to work round the clock, where they are able to view and edit data round the clock apart from carrying out follow ups from anywhere, anytime.
Rewarding loyal customers
Have you been able to recognize all your loyal and long standing clients? A good CRM is able to identify and also segmentize the clients to get notifications when they visit or call your business. Creating or developing a client appreciation campaign to thank the loyal clients and also reward them on regular basis for offering business opportunities is a good way to offer better support. Also, offering discounts is an excellent way to lure them to do business with you apart from providing them incentives for referrals to maintain loyalty. It is believed that inviting them to special VIP events like new product launches or client appreciation party is an excellent option.
Making use of a CRM has proven helpful for every business to stay connected to their clients apart from ensuring that proactiveness in maintaining positive relations with the marketing, branding and also client satisfaction. A business will grow by leaps and bounds when a CRM solution plays the role of just a storage bin for the contacts. The complete utilization of the CRM for managing the ties with clients will help develop experience for the clients, surge the client satisfaction level and finally build the brand.