Customer Relationship Management (CRM) is a crucial function for every business, small or large. With the use of CRM software, carrying out business functions is easier than ever. However, even with a CRM system in place, a lot of businesses still struggle to maintain strong relationships with their customers.
The problem here is not with the CRM they use but how they use them, and more importantly, how they don’t. As for a lot of companies, CRM is only a directory of their customers and their data.
However, CRM systems are designed to do a lot more than just store data or customer interactions. And if you leverage it the right way, you can add more value to your sales process including better customer retention, sales productivity, and improved sales.
Here are 6 ways you can use your CRM system to your advantage.
- CRM Tips and Tricks That Can Help Your Small Business
- How It All Adds Up
CRM Tips and Tricks That Can Help Your Small Business
1. Track Customer Demand and Meet It
A good CRM tool can help you track and analyze data when a certain product or service is most in demand. For example, gifting options are likely to be more in demand around the holidays even though people buy them in smaller quantities throughout the year.
Tracking the demand can help you make the products available to customers when they need them the most. Having the right product in the market at the right time will not only ensure sales success but will also act as a driving force for your small business growth.
Everybody loves a brand that always has “just what they need”. Having the right inventory available at the right time leads to happy customers. Happy customers may even spread the word in their social circles and bring you, new customers.
2. Recommend Products/Services Related to Their Recent Purchases With You
CRM systems can track the purchases a customer has made over the tenure of their relationship with you. You can integrate it with a content management system to send marketing e-mails or messages about other products and services they may be interested in.
It’s likely that the customer will click on a promotional e-mail that talks about a relevant product and purchases it.
For example, if a customer recently bought a necklace from you, your next marketing e-mail can promote matching earrings or bracelets.
You could even follow it up with a small e-mail chain with tips and tricks for taking care of the jewelry to make it last longer.
Do ensure that you don’t send irrelevant promotional e-mails to them, otherwise, they might unsubscribe from your mailing list altogether. You can promote other related products such as watches because the customer might be interested in decorative timepieces. However, they may not be too interested in receiving a promotional offer on art supplies.
3. Remind Them of Their Upcoming Appointments or Events
Many customers sign up for events for which you send them an e-mail or SMS and then completely lose track of it. These events are often a great way to keep your customers engaged with your brand, but only if the customers attend them.
You can set up your CRM to send them timely reminders of the event. Ensure that you don’t send too many reminders, though, as that can be counter-productive.
It’s especially useful in the service industry, where your business thrives on customers attending your promotional events that sell your core service.
You can also set up a similar system to remind customers of any appointments they have with you. It can be extremely effective in various consulting sectors such as healthcare, law, finance, or design.
When customers get timely reminders, they are happy to get their work done, and you make an effective sale. It’s a win-win situation!
4. Celebrate Their Relationship With You
Your CRM can help you track how long a customer has been associated with your company. Set up milestones on the CRM and send them promotions or offer loyalty programs to celebrate these milestones.
For example, a customer purchased your products/services 3 months ago. On the day they complete 3 months of association with you, you can send them an e-mail or SMS with a special offer to join a loyalty program.
Alternatively, if you are a company that offers products that require maintenance services such as air conditioners or refrigerators, you can provide servicing plans.
Apart from this, you can send them goodies such as chocolates or gift hampers with your products when they complete longer milestones like 3 or more years.
You can set this system up on your CRM for every new customer so that you don’t have to manage each customer individually. Combined with the personalized e-mails and messages, your customer will be very happy to receive timely attention from you.
5. Send Personalized E-mails
Some types of e-mail software have a feature of adding the recipients’ names to each e-mail, making them extremely personal. You can integrate your preferred e-mail software that has this feature with your CRM so your customers will receive e-mails addressed specifically to them.
Sending personalized e-mails addressed to the customer always builds a personal connection with the brand. Inside, you can include content that is specific to that customer’s history with your brand.
You can also create e-mail chains with content that your customer would love to engage with, such as short training programs.
You can send them updates on the latest trends surrounding the products/services they purchased to keep them engaged. At the end of such e-mails, you can add links to your new offerings that are available based on these upcoming trends.
When customers receive content related to their interests, they are likely to engage with your brand and also recommend it to others with similar interests. It boosts your sales directly along with keeping your existing customers happy and engaged!
6. Reach Out on Occasions and Life Events
One of the simplest things you can do with a CRM is to reach out to your customers via e-mails, SMS, or calls. Make use of this feature to reach out to them on festivals or special occasions.
You already have their contact information, their birth, and anniversary dates, and access to a local calendar to mark holidays or festivals. All you have to do is reach out to your customers on these days with a warm wish and perhaps some limited-time offers or gift certificates.
You can reach out to them on the following occasions:
- Festivals (Halloween, Christmas, New Year, and other holidays)
- National holidays
A simple gift voucher or discount coupons to be used on these occasions can go a long way in keeping them loyal to your brands. It’s also good for sales since they’re likely to shop more when they’re getting discounts.
How It All Adds Up
You can almost guarantee customer satisfaction when you give them personalized treatment and engage with them about the things they like. When you use CRMs like Kylas, it not only becomes more than just a directory of customer data, but you can make a world of difference to the customer service you provide.
It reflects directly in how happy the customers are to continue buying from you instead of going to your competitors.
Personalizing your communication, sending warm wishes on special days and festivals, sending timely reminders, celebrating milestones, recommending interesting products, and always meeting their expectations through Kylas tells your customers you care.
When they see that you care about them, they will be very happy to continue their relationship with you.