The importance of a CRM
A CRM system, or customer relationship management system, is the ultimate way to store customer details and deliver content directly to them. As well as acting as a data storage centre, a CRM provides numerous ways to manage your long-term relationship with your customers.
Whenever a user interacts with your brand, it’s important to gain as much information about them as possible. With their permission, you can monitor their activity on your site, identify the products or services they are most interested and use this to market relevant items to them in the future.
Of course, a CRM system isn’t just used to build better relationships with existing customers. Potential customers and prospects should also be entered into the CRM, so you can identify their needs and wants, and respond to them effectively.
As you build up information about your existing and potential clients, an effective CRM system will provide a complete picture of what’s important to them, what they expect from your brand and what motivates them to engage with you. This type of data is extremely valuable to businesses as it allows you to build future strategies around customer behaviour and respond to users in a way which will increase their engagement.
Segment Your Customers With A CRM
It’s important to know how your customers operate but not every user is the same. Whether you’re a B2B businesses engaging with clients or a B2C company delivering products and services to consumers, you’ll notice some variations in the way in which customers operate. By segmenting customers based on the past behaviour, you’ll be able to identify and monitor trends in their behaviour and respond accordingly.
Marketing material may vary depending on the customer’s actions, for example. Users who have left goods in their online basket may be motivated to complete a purchase via a reminder email or voucher, for example. Alternatively, regular purchasers may be incentivised with rewards for loyal customers, while frequent browsers may be persuaded to make their first purchased via a targeted and personalised email.
With a CRM system, your customers can be segmented based on a number of factors. Their past behaviour, demographic and current engagement can all be used to create lists. With the click of a button, you can identify customers which are most likely to respond to a particular marketing strategy and delivery content to them directly.
Streamline Staff Processes With A CRM
When you engage with any user, a record should be made so that you can refer back to it when necessary. This is, perhaps, most important if your business is likely to foster long-term relationships with clients or customers, as you’ll need to know what’s been discussed, negotiated and agreed in the past.
When you use a CRM, this information can be stored in one central location so you can be sure that the data is exactly where you need it to be at any given time. Furthermore, using a cloud-based CRM means your staff can access the relevant information from any location, so you’ll always have access to customer data.
To find out more about using a CRM to boost your profits, contact WYSI today.
