A CRM system may be a good way to enhance customer experiences by enabling you to determine the best touch points in your relationships with clients. However, the performance of the system is dependent on the data that is fed into it. If you have quality data, enhancing customer success depends on how well you organize and utilize the data on several variables. Consider the following guidelines to ensure that your CRM is effective:
Get the Right Customers for Success
Businesses target customers from all walks of life. However, it is not possible for it to make all of them succeed. Look for customers that account for the highest percentage of your revenue and target them. Most of the time, 20 to 30 percent of the customers will account for 70 to 80 percent of your revenue. Profile the customers using CRM. Find ways to help them expand and grow with you as they present a vast growth and earning potential for the business.
Clean Up Your CRM Data
Most CRM managers would like to collect as much information so that they have an all-around view of the customers. However, lots of unstructured information may be confusing and not worth the effort. Remove any duplicate, keep updating customer information and remove the obsolete data. CRM can be scaled as time goes by. Therefore, you can collect additional data when you need to learn about related variables rather than having the bulk of information that you do not need now.
Determine Who Access What Data
With many features and several data points, different teams may be wasting time looking for the data they need to get the work done. However, you can improve their efficiency by creating filters that point to what data is stored in a particular part. Allow access to particular to teams that need the data. If you have regional offices, filter customer data per the regions so that each team just looks at the data they need.
Embrace Customer Account Automation
One of the major advantages of using CRM for analyzing data rather than a spreadsheet is the ability to automate specific tasks. For example, you can have custom workflows, regular automatic reports, and notifications to keep your team on track without requiring manual entry of data and updates. This free up time for the sales team so that they can handle other sales tasks.
Other automated triggers may include:
- Sending welcome messages to new customers on CRM
- Creating a follow-up task if a customer goes quiet for a week after a quote is sent
- Sending an appreciation letter and present to customers that have been active for a year
- When a sale closes, a notification is sent to the CRM manager.
You can seek the help of a professional inbound marketing agency in Boston or other areas to create custom tasks and notifications for specific team members.
A CRM system has the features you need for new customer onboarding and to nurture them until they purchase from the company. However, you should know how to use different features and what data is required for every task created.