Customers are an essential part of any business. After all, without them, your company wouldn’t be able to function. This is why you need to do all that you can to build meaningful relationships with your target audience.
These days, connecting with consumers is more personal. Gone are the days when you just publish an ad on TV, and customers will come flocking through your doors. You need to know your current customers and prospective customers deeply if you want to compete and win in the marketplace. One of the best ways to accomplish this goal is by investing in a good customer relationship management (CRM) system.
What’s CRM software for?
CRM software helps you to streamline your sales and marketing processes and integrate them with other aspects of your business operations. Its primary focus is on boosting your business’s interactions with your customers. It can also make the task of finding new customers much easier for you. (1)
There’s no one-size-fits-all approach when looking for a CRM app. You need to find a tool that specializes in your industry in order for it to facilitate your business operations in the most efficient and beneficial way. One such example, if you run a heating, ventilation, and air conditioning (HVAC) business in the field service arena might be this HVAC management software from Jobber. This has been tailored to ensure that it has all the features and functions for the successful day-to-day running of a business of this nature.
Once you find the program that works for you, here are some tips and tricks to use it effectively and facilitate the growth of your business:
1. Train your staff to maximize the system
Invest in training your staff well so they are well versed in how to use it effectively and efficiently.
Some experts say that CRM software provides an ROI of approximately USD$8 for every dollar invested in it. Make sure that you maximize the system to ensure your bottom line is benefiting from the technology. (2)
Offer ample training on how the system works, especially if incorporating the tool entails changing up your current workflow. Some may be able to embrace new technology easily, while others may find it a challenge at first. Guide your staff every step of the way.
2. Assign someone to take charge
While everyone should learn how to utilize the tool, there should be someone assigned to monitor and be the lead person for the CRM software. The superuser, as they’re typically called, would be the one to figure out bugs in the system and support others as they get used to the interface.
Aside from being the main point of contact (POC) inside the organization, another responsibility that falls on the superuser would be to become the go-to person for the CRM vendor. With that said, they’d be the first ones to receive details on new product releases and software updates and, subsequently, train everyone in the organization with the new features.
3. Set up internal usage guidelines
A significant portion of your CRM training should be dedicated to explaining internal usage guidelines. While this tool can definitely streamline your operations, its efficacy is still dependent on the accuracy of data that is inputted.
For instance, it’d be difficult to gauge exactly how many leads you’ve gained for a campaign if your marketers don’t encode information as soon as possible. The same goes for sales. If even just one sales representative neglects to register their sales into the system, you won’t be able to generate accurate sales reports and forecasts.
The CRM usage guidelines must be detailed even before you’ve implemented the system into your current workflow. These guidelines would answer what people need to do within the system, when the data should be published, and how the processes should be followed.
4. Ensure the system supports your workflows
More often than not, business owners have already established their processes before their eyes are opened to the perks of investing in CRM software. A common mistake, though, is that they overhaul their entire workflow to accommodate the tool, thus disrupting an already effective process.
That’s why you must do your research well before purchasing any specific CRM software. You must ensure that its features and functions support your workflows. This way, you reduce the chances that you introduce to your employees and minimize manual errors.
5. Dig deeper to personalize customer interactions
A CRM system can significantly decrease the amount you invest in sales campaigns by allowing you to market to your current consumer base. After all, you have a higher probability of selling to existing customers than new ones. (3)
To accomplish this, though, you need to find other strategies to make it a different type of interaction this time. Analyze the data that you have on your CRM software and get to know your customers well. It’s through this that you can deepen your relationship with them and gain their trust further.
These are some ways you can personalize your customer interactions:
- Determine customer lifecycle: Knowing where buyers are at in the sales funnel will enable you to craft your spiels and content according to their needs and preferences.
- Send reminders and updates: Keeping them abreast of discounts and other promos can also make them feel valued. Make sure to address them by their first names and curate content you’re sure they’ll enjoy.
CRM software can help you streamline your processes, from lead generation to closing sales. Since this is an investment, you want to ensure that you can maximize its features and functions for your organization.
Make sure to train people on how to use the tool and assign the main POC for support and other issues. Establish and disseminate internal usage guidelines as well to retain the CRM data’s accuracy.
Plus, look for a tool that will bolster your current workflow to reduce manual errors. Lastly, make the most out of the information on the CRM system to personalize customer interactions.
- “What is a CRM?” Source: https://www.creatio.com/page/what-is-crm
- “CRM pays back $8.71 for every dollar spent”, Source: https://nucleusresearch.com/research/single/crm-pays-back-8-71-for-every-dollar-spent/.
- “6 ways CRM helps you grow your business”, Source: https://www.salesforce.com/ap/crm/what-is-crm/how-crm-improves-business/