At Emphasize we take pride in treating our clients with the respect they deserve. Customer relationship management is first on our list of priorities, and we take advantage of all the tools at our disposal.
Customer relationship management (CRM) programs are super helpful for keeping your lead generation details, contact information and customer preferences together all in one place. There are a number of different programs and applications available for this, and we highly recommend all small businesses use them. If you hire use to maintain your monthly marketing campaigns, we can do this for you, keeping everything in one easy-to-access and simple-to-understand location. If not, we can help recommend a CRM that is simple to use and that your employees will quickly take to.
The Basic Functions of a CRM
Your CRM serves many functions, but its most basic utilities are pretty straightforward. It stores data on customers, allows you to track trends, and provides a centralized location for data so that one rep can pick up where another leaves off with a given prospect. We talked a bit recently about why we always start with why, and your CRM is a great tool for figuring out why in the first place. Here are a few examples of how it works:
The Dedicated Repeat Client
These are the types of customers we all strive to earn. They like our businesses and what we offer and keep coming back for more.
The best way to maintain a client like this is to make sure you are always offering the same high level of service. Demonstrate your dedication back to them! If they ever report an issue with a product, make sure to rectify it immediately, and with genuine human contact and concern. Returns and refunds happen. It’s part of the business, no matter what business you’re in.
With a CRM tool in place, you can simply check the customer’s record, see what sort of products they have purchased and what they need most for theirs and respond appropriately. Perhaps you could offer a discount on their next purchase to help rectify the situation? A CRM allows you to track the tendencies of customers, and deliver personalized service based on previous interactions They are especially useful if you enjoy the many benefits of eCommerce for your business.
The Complaining Customer
It doesn’t happen too often thankfully, but sometimes people will complain in the hopes they might get something free for the effort. If you have a number of part-time workers on your front lines, without a CRM it can be hard to track the actions of such difficult-to-manage people.
If someone is kicking up a fuss about situations like damage to an item, an item not living up to its marketing, or alleged poor service, with a CRM it’s easy to look up their client history and see if the incident is a one-off or a bad habit. If it’s something that happens often, honestly, they’re not the type of person who you really want to put in lots of effort to maintain as a customer. You can provide a polite response, note the incident in your CRM, and even provide your sales reps with an alert about how to handle that person in the future.
The Selfish Ex-Employee
It happens all the time, especially in sales. When a disgruntled employee decides it’s time to leave and takes all of heir client information with them, there’s not a lot managers and owners can do. And even amicable splits can lead to major data gaps. With a CRM tool, it’s as simple as logging in, checking customer data, and having someone new pick up where the departed employee left off.
Invaluable Information for Owners
As well as keeping track of all customer and sales information, a CRM tool can also provide valuable data on what products people are buying most, which ones are brought back often (and therefore are probably not worth it to keep in stock), and buying trends, such as what products may be picking up steam in popularity. A CRM tool can also help you track demographics so you can target your audience more effectively.
With enough data about the past, you can also make better predictions about what customers will want in the future. This data also allows you to understand what’s working, what’s not, and what you can do to improve performance, so study away!
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CRMs are very versatile tools, and a great fit for any business that places priority on customer service. We all love having access to relevant data that can help us improve how we do business. With an integrated CRM system, you can keep all of that data in one convenient place, and constantly add to the knowledge base of your business.
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