You could have the greatest product in the world at the most competitive prices, however, unless your customers enjoy dealing with you—and have an easy time doing so—they aren’t going to come back.
It’s no different than going on a date and being treated to dinner by someone you find attractive; if they are rude and disinterested, the likelihood of the relationship proceeding any further is slim to none.
So, how can you ensure that your customers find you irresistible? By transforming the CX.
What does CX mean?
CX stands for ‘customer experience’. This relates to how your customers feel about your brand after their previous dealings with you. The more positive the CX, the more likely your customers are to return time and time again.
What is a CRM?
CRM stands for ‘customer relationship management. This software integrates your employees with advanced tools and processes in order to create intricately tailored and productive customer interactions.
Here’s how a quality CRM system can transform your CX
A CRM system can bring a wealth of practical advantages to your business, not to mention increased sales and higher productivity. However, in this article, we’re focusing solely on the customer experience itself.
Collect and store customer data
A quality CRM can collect and store important customer information in a centralised space that can be accessed to everyone in your organisation and having a data pipeline is a modern day business requirement.
When executed properly, your sales executives can load up existing customers or prospective leads and have a wealth of useful information at their fingertips, including:
- Customer demographic
- Purchase records
- Previous messages across all channels
- Historical interactions
- Notes from colleagues
Using this information sales representatives can accurately gauge how ‘hot’ or ‘cold’ a prospective customer is and whether or not existing customers can be upsold.
Not only that, but your employees can take down notes after each interaction for future engagements. This can help them build a rapport with their customers by remembering spouses names or favourite holiday destinations, etc. “How are Dave and the kids by the way?” These little details can go a long way toward building their confidence and securing their loyalty (customer memories are invaluable for your CX).
Having a centralised database of customer information will save your employees a significant amount of time, rather than having to rifle through old records and dig up files from sporadic sources all of which saves the customer time, which they will appreciate.
Improved customer segmentation
A CRM can automatically categorise your contact lists based on a variety of different criteria, thus making it easier to find certain customers at any given time, including:
- Buyer status
Streamlined internal communications
A CRM doesn’t just improve the way you communicate with your customers, but how your employees can communicate with one another as well. For example, a CRM can make it easier for employees to see who is currently dealing with a potential customer (or has had previous dealings with), thus helping them to maintain a unified brand voice.
This can also prevent sales representatives from trying to upsell a client who has already recently said no to another employee.
These are just a handful of the benefits that a well-executed CRM can offer your business, specifically regarding the customer experience. And the best part? There are a multitude of viable cloud-based customer relationship management solutions available on the market today.
If you would like to transition to the cloud, Australia is home to many reputable providers that are well worth exploring.
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