How to Use CRM to Improve Your Customer Experience

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How to Use CRM to Improve Your Customer Experience
by Gabriela Theard

 

Improving customer experience should be done throughout the existence of one’s business. As Blake Morgan wrote it in her 2017 Forbes article, “What is Customer Experience?”:

 

“Customer experience can include a lot of elements, but it really boils down to the perception the customer has of your brand. Even if you think your brand and customer experience is one thing, if the customer perceives it as something different, that is what the actual customer experience is.”

 

In short, it actually doesn’t matter what you think about your customer experience. What matters is what the customer thinks.

 

 

6 ways to improve customer experience

 

 

Improving Customer Experience Using Customer Relationship Management (CRM)

 

 

Marketing Automation 

 

Good CRM software has features for marketing automation. That means you can send your customers emails on a regular basis, automatically, with very little effort on your part. The hardest part is building the template and content for the email. After that, the job works itself through automation. This may be in the form of a newsletter or notifying them of new product releases or offers.  However, staying consistently engaged with a prospect or customer both during and after a sales cycle will increase revenues and customer satisfaction.

 

 

improve customer experience

 

 

Improving customer experience through email marketing

 

For example, sending holiday or birthday emails to your customers can aid in having a more personal relationship. Incentives such as discounts or promo codes are great ways to entice your customers who perhaps haven’t had that much engagement. This is just one method CRM systems improve customer experience but with marketing automation. Click here for some more ideas. 

 

Not only can you automatically send out messages, but you can also personalize your messages using tokens. Using the first names of customers in emails makes a big difference. 72% of customers open an email because of the discount it provides, and 62% of customers open because of the personalized subject line, according to Campaign Monitor.

 

With a CRM solution, you have the ability to automatically personalize both the subject line and the email body. Because of this personalization, the customer is more likely to open the email, as it creates an immediate connection with them.

 

 

Improving customer experience through consistency

 

Consistency plays an extremely important role in creating a customer experience. You should ensure people get treated in the best way whenever they interact with your organization. Automate customer request responses, create personalized letters, and provide any needed support. Build your customers’ CRM experience so you can be as effective as possible.

 

For example, if a customer fills out a contact form online, then your CRM will automatically give them a thank you email (if you set it up that way, which you should). Inside this email, you will tell them as soon as possible that somebody will be in touch. Your system can then automatically set a task to reach out to that contact. 

 

 

 

Buyer Personas 

 

You will get access to important information about your customer habits and interests through the CRM system. You can define the nature of emails that people usually respond to, the links they follow, and the product they are interested in. A social CRM can also provide you with insights into the subjects and discussions that relate most to them. This information will help you better understand your clients, develop tailored email marketing campaigns, and create a personalized customer experience for each and every contact.

 

 

how to improve your customer's experience through CRM attend to buyer personas

 

 

Improving customer experience by attending to your personas

 

Using the information you know about your clients, provide them with helpful data that they are likely to be interested in using your CRM program.

 

Good CRM systems allow you to classify your mailing list and deliver targeted content to specific contacts. This could be based on location, age, gender, interests, hobbies, or industry. Sending important messages keeps customers satisfied and informed. Most importantly, by providing your contacts with valuable information, it will keep them from unsubscribing to your newsletters.

 

 

 

Call Your Customers to Action 

 

Your contacts not only want to be educated but also listened to. If you are sending a marketing email that promotes a contact to take action, you must make sure your emails have CTAs. 

 

These CTAs can’t just hyperlink. To get a high response rate from your contacts, use contrast colors, bolded texts, and actual buttons for captivating visualization.  

 

Once a contact takes action, you can manage each CTA’s CTR (or click-through-rate). Take note that a contact will likely respond to an email when it’s on their terms and on their timeline. Conducting A/B testing or secondary research for the best times and the best formats to send marketing emails will heighten your efforts. 

 

As users have access to a lot of competitive deals online, you need to increase the pace of which you can deliver your own deals. Otherwise, you are at risk of falling behind. It’s very important to be able to access all consumer details and deliver a suitable product. 

 

 

how to improve your customer experience using CRM call customers to action

 

 

 

Quickly Access Customer Information

 

CRM has the primary purpose of arranging and processing quantitative and qualitative data about your customers. That includes past experiences such as support and service agreements with the company. Once a customer’s information enters your system, your staff will easily analyze the contact history to avoid actions like repeating messages. This helps technical support teams working on long-term, customer-facing issues.

 

 

 

Analyze Historical Satisfaction

 

A CRM will improve customer satisfaction at your company because it serves as a map to the unique needs of each customer. Since each contact is stored in a centralized database, reps are able to evaluate previous commitments in order to decide the best response to a customer.

 

This is particularly important in terms of maintaining high-value clients. Studies demonstrate that the top 10% of the most loyal clients invest three times as much per visit as the average client. This puts tremendous pressure on the company to satisfy the needs of those customers before they take their business elsewhere.

 

 

 

To conclude 

 

CRM solutions help automate the workflow of a company and provides better service to customers. We hope this explanation will include some strategies to help you use it in your business.

 

For more articles like these, visit our blog. If you’re looking for data migration or consultation on anything over CRM, don’t hesitate to contact us.