6 Strategies for Better Customer Relationship Management


Customer relationship management (CRM) comprises of all the facets of interaction between a business enterprise and its customers. It is basically a business strategy whose main goal is to build and strengthen mutually beneficial customer relationships. Here are 6 strategies for better customer relationship management:

Customer relationship management (CRM) comprises of all the facets of interaction between a business enterprise and its customers. It is basically a business strategy whose main goal is to build and strengthen mutually beneficial customer relationships. Here are 6 strategies for better customer relationship management:

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CRM helps business enterprises in the better understanding of their customers, retain their existing customers through enhanced customer experience and increase profitability by attracting new customers and reduce the costs of customer management. Information from various data sources is collected so that a clear picture of individual customers is available in real time.

CRM strategies used to have a technology-focused and inside-out design that was meant to manage customer data as well as the customer facing staff. But CRM has evolved into an outside-in orientation design with the main objective of delighting and satisfying the customers for common objectives.

Find below six strategies for better Customer Relationship Management (CRM):

1. Choose the Right People 

Having the right customer service representatives (CSR) to deal with the customers is extremely important to maintain a pleasant relationship between the company and its customers. The company also needs to recognise that just as the customers have different needs, the CSRs do too.

A happy CSR results in happy customers. Customer representatives who can handle virtually any issue must be given an opportunity to serve customers from different regions. CSRs with the right training can help business enterprises in the better implementation of their CRM strategies.

Recommended reading: 7 Tips to Higher Level Customer Satisfaction

2. Mobile First Design

Gone are those days when mobile CRM used to be a stand-alone function. Today, everyone uses a mobile device to interact with the company or each other. Customers use their mobile devices to communicate on social media platforms such as Facebook and Twitter. A mobile CRM strategy can drastically improve customer satisfaction, employee productivity and increase business revenue.

The interaction with customers is very crucial for businesses as it reveals valuable insights with regard to customer preferences which can be used to handle customers in the right manner.

CRM strategies must be implemented through applications that allow direct interaction between the customer and through the phone. Phones must be the customer’s first line of communication with the business enterprise for grievance redressal. 

3. Personalisation

Business enterprises need to connect with their customers on a personal level in order to establish a long and trust-based relationship. This goes beyond just delivering a product or service and is all about building a loyal relationship with the customers which will make them come back again and again. The focus of enterprises must be on personalized customer relations. The customer feels more deeply connected with the enterprise when the customer service is personalised.

Personalisation can be carried out by taking into account the customer’s comments and feedbacks, purchase history, preferences, personal data, social graph data, third-party demographic data and implement them accordingly so as to bring about improvements in the product or service.

Birthday wishes, thank you notes and large discounts on special occasions can make the customer feel special and even helps in building trust and loyalty.

Personalisation using user preferences, purchase history and other important information can have a large impact on return on investment (ROI).

Recommended reading: 4 Steps to Map Out Your Brand Customer Experience

4. Leverage Social CRM

Social media websites such as Facebook, LinkedIn and Twitter are providing customers with a platform to share their experience with regard to a company’s product or service. Much social media engagement by customers can be customer service related. Therefore it is difficult to separate social media management from CRM.

Devising a social CRM strategy is not an easy task and requires constant involvement from the business enterprise. First and foremost, a good platform must be selected which has rich monitoring, listening and engagement capabilities. Key business enterprise applications such as marketing, sales, commerce, and service must be able to integrate seamlessly with the social platform so that all the customer touch points can be covered.

Business enterprises must also make sure that the right resources are available to solve the customer problems. Mismanagement of social help requests leads to frustration among customers and can diminish the brand value. Enterprises need to come up with a client loyalty code for customers who engage exclusively with the brand to increase retention.

Social media platforms must be used to have a two-way conversation with the customers rather than just bombarding them with information.

And finally, monitoring of what customers are saying must be done effectively in order to respond to them in a timely manner.

Recommended reading: How To Get More Genuine Customer Feedback

5. Make Use of Analytics

CRM analytics is nothing but a programming system which comprehensively analyses and categorically organises data about the company’s customers so that business decisions can be made more efficiently. Business enterprises will be able to learn more about their customer’s buying habits and desires by integrating analytics tools with the CRM apps. The predictive capabilities of analytics have helped in gaining deeper insights about the customers like never before.

Enterprises can utilise existing CRM data to improve customer interactions to a great extent. Another benefit of using analytics is that the business enterprise will be able to generate additional revenue when they are contacted by customers by analysing customer data in real time and using it more effectively.

An added advantage is that social media platforms such as Twitter and Facebook can be integrated with analytics tools so that information can be leveraged by enterprises to boost sales. Analytics is also helping enterprises to broaden their CRM data that is helping them to target their marketing resources more effectively.

6. All in One System

Business enterprises have always relied on expensive software tools to fulfill multiple functions. But this is not advisable as in the future, a separate set of software pack might be required to implement the different set of functions which can turn out to be quite inconvenient and expensive. The best option that can be considered here is to select a package that incorporates all the functions to enhance integration and streamline various processes.

The benefits of such a system are numerous. These systems are easy to learn and allow the day to day tasks to be integrated and automated. It also helps in the tracking of customers from the contact point to the sales pitch and to the sale itself in a more efficient manner. 

The most important stakeholder of a business enterprise is its customers. They can shift their loyalty any time they want as they are said to have limited patience and unlimited choices. Therefore, imperative that business enterprises make concerted efforts to bring about improvements in customer experience.

Business enterprises need to look to the implementation of a robust CRM strategy in order to fulfill the expectations of their customers, and an efficient CRM strategy must be able to harness technology to improve customer involvement and customer experience.

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