CRM is an acronym for Customer (client) Relationship Management (customer relationship management), which allows companies to manage the entire system or customer interaction process. A CRM is a useful tool in this process as it streamlines operations and supports your efforts in managing relationships with your audience to drive sales growth and focus on customer retention.
Next, we will look at the five steps of the process of CRM and the role that sales, marketing and support teams play throughout the process.
The five steps of the CRM process are:
1. Brand awareness
2. Acquire potential customers
3. Convert potential customers
4. Offer quality customer service.
5. Drive additional sales
The first step in the process of CRM is to make your brand known through effective marketing campaigns, so that your potential customers are aware of your products and services.
To begin this step, you need to research the demographics, consumer habits, interests and preferences of your target audience. You will also create customer personas to segment your audience into groups with similarities. You can then launch marketing campaigns tailored to the interests of your target audience.
Introducing your brand to a prospective customer is just the beginning of the CRM integration process. From there, you need to encourage them to learn more about and engage with your company. This is done through multi-channel engagement that is conducted by the sales or marketing team (or both) through all available communication channels: phone, email, social networks, mail, SMS, etc.
You will need to generate quality content that captures the interest of your target audience and nurture them throughout the buying process to increase the chances of them becoming customers.
Software platforms CRM with enrichment tools help you obtain important information from your website visitors. This makes it easier to personalize your prospect outreach.
Once you have captured the interest of your target audience, the third step is to convert these leads into actual paying customers.
To do this, sales reps must identify the interest of potential customers and, specifically, whether they are interested enough to make a purchase. A integrated CRM system is beneficial in this case, as historical data from previous successful sales can be used to identify the qualification criteria of potential customers.
If prospects appear ready to make a purchase, reps must continue to nurture them and build enough trust for them to convert. This is done through a combination of content marketing and marketing automation. Examples of content include blog posts about a product's key features, customer case studies and testimonials. Reps should also use their integrated CRM software platform to set reminders and follow-up tasks for potential customers. After all, studies have shown that 63% of consumers need to hear a company's claim 3 to 5 times before believing it..
Converting your prospects into customers is great... but the process of CRM it doesn't stop there. To grow as a company, you need to retain these customers through excellent customer support. This can be done through various communication channels, such as email or live chat, and be available to the customer when, where and how they expect it.
According to the Customer Experience Trends Report 2021 de Zendeskcustomer service is the most significant factor that determines a consumer's loyalty to a brand. Conversely, poor customer service can negatively affect your brand's reputation and cost you customers.
49% of customers say that being able to resolve their problems quickly is the most important aspect of a good customer service experience. A good customer CRM provides your support agents with the historical customer information they need to resolve a problem quickly.
57% of customers expect to be able to choose between multiple channels when they go to customer service. The functions of CRM enable support agents to deliver omnichannel support and manage those conversations in a unified view.
With the right CRM and its integrationWith the new, easy-to-use, and easy-to-use software, your agents have the customer data and resources they need to resolve customer issues quickly and efficiently. This enables a stress-free and effortless experience for both the customer and the support agent.
Upselling is a sales strategy used to convince existing customers to purchase additional products or upgrades related to their original purchase. You can use your CRM to organize customers into smart lists based on similar purchase histories. Some examples of upselling are to offer guarantees in addition to a gadget.
You can also set reminders to conduct periodic check-up calls with regular customers. This is an opportunity to ask for their feedback on the product or service and how they suggest you can improve their experience.
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Written by Kate, for Datalyse.