Tips for an Effective CRM
Customer relationship management (CRM) software is essential for every business. Your customers' information is captured in the CRM and enables you to track their interactions with your business. Here are some tips for effective CRM systems.
Always update customer information
Make sure that the data you capture is up to date, correct and complies with best industry practices eg. protection of personal information laws.
Use past purchasing behaviour to upsell to your customers
This concept speaks to the idea of Pareto's Principle - 80% of sales come from 20% of clients. In other words it's easier to sell to existing customers than acquiring new ones.
Boost your sales performance by analysing and utilising your existing clients’ purchasing history and designing / implementing promotions or events designed just for them.
This concept promotes repeat business and focuses on creating client behaviour rather than acquiring new leads.
Take advantage of the workflow automation features. As an example, when a prospective/existing customer is added to your CRM (via newsletter subscriptions or website visits), the CRM can be programmed to send follow-up emails, offer promotions, and other relevant information so that your business / product remains top-of-mind.
Learn from analytics
CRM also makes it possible to analyse customer trends and behaviour. As an example, if you are able to identify a specific segment of your database who make specific purchases, you can market related products to them with an exclusive discount.
If certain email campaigns were more successful than others (e.g., higher open rates, click-through-rates, and potential customers), understand what elements were responsible for that success and try to replicate them the next time you send a newsletter.
Customer data also supports a more personalised approach to selling - the more you know about your customer the better. The more data you have about your customers, the better. This is the cornerstone of the growth of any business.
Integrate CRM with other business systems
By integrating your CRM with the other systems in your business, you will be eliminating duplicate processes which are potentially onerous and time-consuming.
A solid CRM system will enable you to market to your clients in a more strategic, simpler and far more effective way.