Customer Relationship Management or CRM has made its way to become one of the biggest software industries in the world, and this growth tends to be a lot more in the upcoming years. There’s a simple explanation to the above statement- improved customer service. In fact, other than better customer relationships, a good CRM system can revolutionize your business and offer benefits as follows:
- It helps you understand your customer’s purchasing patterns in order to develop improved marketing models and sales propositions to offer.
- Tools like credit scoring make it easier to make decisions about your customer’s spending limit.
- It helps you keep track of every customer’s purchasing transactions so that it’s easier to deal with their queries when required.
- Feedback and data provided by the CRM system can help you rectify certain mistakes and do better for your customers so that they keep coming back to you.
- Increase the receptivity of the offers that you make to your customers by customizing them according to the demographic and other segmented factors.
- It might help you recognize certain professional and personal relationships between customers so as to avoid embarrassing propositions at times.
With these many benefits to offer, it’s even more important for an organization to use CRM software wisely and include it in their marketing strategies to get the maximum use out of it. But, for every different company, the strategies to implement CRM software must be different. There is extensive research and review of the market to be done in order to come up with an appropriate CRM marketing strategy.
Steps to create a CRM marketing strategy
CRM strategies are a company’s plan to implement CRM software while incorporating overall business strategies, considering sales, and marketing propositions. Take a note on how to create such strategies using a few steps below:
Reviewing business strategy
Creating a CRM strategy begins by reviewing your overall business strategy. It involves understanding your business’s goals in order to approach the customers appropriately and hence developing a unique selling proposition. To do so, you need to know your customer’s personality and their track record with your company. In the end, it’s important to take note of where you stand in the industry as compared to your competitors.
Mapping the customer journey
The next step in creating an effective CRM strategy is to see how your customer interacts with your company on different levels. You will need to track his activity on your website, social media channels, and paid advertisements. Check if he/she has provided a review anywhere over the internet or reacted to your marketing emails. This way, you’ll know what he expects from your organization, and you can take an appropriate step towards them.
Establishing sales channels and processes
Unless you’re a new business, you must already have established sales channels. If not, start selling directly to the consumers or through a distributor/reseller as soon as possible. Then, it would help if you defined the sales processes involved in your sales cycle in order to channelize your marketing strategy accordingly.
Understanding organizational dynamics
The most important factor in implementing different strategies in a company is the organizational dynamics that you follow. Does the change that follows CRM strategy affect your employees? Is their cultural readiness for these marketing strategies among them? Do they perform better after such strategies have been implemented? What roles will they need to play? Answering all these questions, align your marketing, sales, and service functions and create a CRM strategy that adheres well with your organization’s dynamics.
Defining team goals
CRM is not just about customers, but you and your team as well. Your team that operates the CRM software will be responsible for delivering set goals. If you wish to cover the gap between your established goals and achievements, you need to use your team effectively. Give your team certain measurable goals and match the results in the end. Your CRM strategy must be focusing on such goals since they help you make a significant difference in the end results for the company.
Now, that you know what Customer Relationship Management Software does and how to implement it to derive a perfect marketing strategy, let’s have a look at some of the examples for such marketing strategies.
CRM Techniques to use today!
Even though there are uncountable CRM strategies, these exemplary marketing techniques are one of the best ones that yield effective results:
1. Email Marketing Campaigns
It’s extremely easy to integrate your CRM software with email marketing campaigns to create even better comprehensive and fruitful campaigns. You’ll receive regular alerts on your CRM software when your customers interact with your emails, and if you wish even better in-depth results, you can also see which customers are most receptive to your emails. With such alerts, it’ll be easier for you to follow-up ideally. This helps you to generate valuable leads and to convert them into your regular customers easily. Be sure to send interactive emails with customizable templates that customers would genuinely want to read.
2. Social CRM
CRM and social media go hand-in-hand since we all know how social media has gradually helped brands in building better relationships with their consumers. Using social media, brands reach out to their customers via Facebook, LinkedIn, Instagram, Twitter, etc. Social media even provides a more personal and detailed view of each customer. With this information, the communication between the customer and the brand is even more effective and impactful. Customer retention is another important aspect of social CRM since companies can now answer their customer’s queries online.
3. Mobile CRM Marketing
Cloud CRM opened a new way for mobile CRM since cloud-based CRM made it easy for marketers to access their CRM tools anywhere, anytime. This was made more efficient when smartphones, mobiles, and tablets were also used to operate a CRM software anytime. Just as the cloud makes it easier to beat the clock and reach customers anytime, ease of mobile made it better. Imagine having all your customer insights at the ease of a single click in your pockets.
4. Deep segmentation and personalization
With powerful insights that a CRM system delivers, it gets relatively easier for companies to turn any customer into a loyal customer by targeting their personal requirements while keeping specific details about them in mind. You can send a personalized email to a customer catering to a particular requirement while making them aware of your product/service, engaging with them, and gently pushing them towards a successful purchase. Personalization is one great way to turn a lead into a loyal customer successfully.
5. Customer Retaining
Being a marketer, one’s job is not just about generating new leads but retain the present customer base as well. With CRM software, there are multiple ways to do so. Instead of spending hours digging through a customer’s data, you can access every information you need with a single click on your device. With this combination of CRM and marketing automation, it’s quite easy to reach out to loyal customers without making a lot of human efforts. Personalized emails, campaigns, or interactions work well for retaining existing customers too. This way, you’ll know which customers are ready to take a long ride with your brand.
6. Search Marketing
Another way to use CRM software is to apply it alongside search marketing. While you must have been thinking about investing in search marketing, with a CRM software, you might not need to. Why? Simply because you’ve already got all the required information about your customers, including their interests, purchasing history, and pain points in your CRM system. All you need is to use this information wisely and apply it to search marketing. There’s endless potential for an effective combination of CRM and search marketing. Do not let the information that your customers willingly provided to you go in vain and use it wisely to communicate better.
7. Predictive Analyses
If there had to be the most powerful asset about CRM software, it would be its predictive potential. What more would a marketer want than asking a question about future trends and having an answer ready in front of his eyes? Even though the predicted results stand debatable till date, it’s always advisable to use them since they’re derived from real-time data about your customers. You’ll know exactly where you need to improve and where you already excel. Get ready to have an even better comprehensive picture for your marketing campaigns with such detailed analytics combined with other powerful tools of CRM software.
The bottom line here is making the best use of what technology has gifted to the marketers. If the powerful asset of the mind of a marketer is combined with software as efficient as CRM, any brand can do wonders. Gather information, apply it wisely, and predict the results to reap the best out of a brand’s future with the CRM marketing strategies.