How to use CRM to improve the Customer Experience

How to use CRM to improve the Customer Experience

Post summary:

  • The dawn of the new customer
  • Why customer experience is a top priority
  • How to use CRM to improve the customer experience

Due to the recent technology and digital transformation boom, an entire “customer revolution” has taken place and a new breed of informed and socially engaged Customer 2.0 has appeared.

No longer is price or product the reason why a customer does business with you.

Today, it’s all about the customer experience.

To be competitive, you need to go above and beyond expectations and deliver a great experience.

But, how?

In this article, we will share how a Customer Relationship Management (CRM) system can help you improve the experience you provide to your customers.

The dawn of the new customer

The tech-savvy Customer 2.0 relates to all things digital, starts his purchasing process online, chooses to conduct all research digitally, seeks feedback through social media and prefers emails to phone calls.

In fact, research by Pinpoint Market Research and Anderson Jones found that 93% of buyers begin their buying process with an internet search. As a result, they can choose products, services and even people to do business with.

But above all, Customer 2.0 – wants to have an experience!

There’s data to back this up too, as an astounding 86% of buyers are willing to pay more for a great customer experience.

So, how can you adjust to meet the expectations of such a demanding customer?

Customer experience is a top priority

In a survey by Customer Management IQ, nearly 76% of customer management executives and leaders thought that customer experience was of high priority to their business.

Importance of Customer Experience

Today, according to Gartner, these numbers have grown and it is already 89% of companies that are determined to compete mostly on the basis of customer experience.

PwC’s Digital IQ survey claims that 25% of businesses expect their digital enterprise investments to result in creating a better customer experience.

Convinced yet?

OK, one more statistic to nail the reign of the customer experience.

study published by Walker states that in just 2 years’ time – in 2020 – customer experience will be the leading brand differentiator when it comes to a buying decision, leaving behind such criteria as product and price.

The Walker study asked “How important are the following to your business strategy?”

Customer experience more important than product or price

Surviving in the age of the new customer

So, what is it that you have to do in order to create an exceptional experience for your customers?

You have to be proactive!

This means anticipating and catering for customers’ current and future needs. In order to do that, you need to put yourself into your customers’ shoes and walk a purchase mile with them.

A study by inContact revealed that 87% of adults want to be contacted proactively by an organization or company.

Customer attitudes to proactive support

Fortunately, there is technology available to help you proactively accept the challenge called Customer 2.0.

And the best technology on the market is CRM software.

Getting started with CRM and customer experience

CRM software enables you to get a 360-degree view of your customer, which you can then use to create highly customized offers based on their interests, purchase history and more. Let’s take a look at how you can use CRM software to improve the customer experience.

1. Keeping in touch

A great customer experience is impossible without ongoing and meaningful communication. Kevin Stirtz, the author of ‘More Loyal Customers’ said in his book: “Every contact we have with a customer influences their decision as to whether or not they’ll come back. We have to be great every time or we’ll lose them.”

Kevin Stirtz

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And in this area a CRM system can be a great help, as it is increasingly used as a customer loyalty enhancement tool.

So, how can you make sure that your customers stay satisfied and loyal?

The answer is – by simply keeping in touch!

A CRM system contains a wide range of information about your customers and how they interact with your business – including past activities, conversations and purchases.

Use the data in the system to keep your existing customers updated with company news, offers, sales campaigns, or other initiatives. CRM software also allows you to segment the customers and address the right audience with the right message, instead of sending them all the same type of information.

2. Listening to customers’ needs

Customer 2.0 is very talkative, sharing opinions and information about products through various communication channels, such as social media. So, if you want to be the loop of what’s hot and what’s not, you’d better start listening what he or she has to say!

One way of doing this is by asking your customers for their opinion. Send them a survey through email marketing and ask them what they think of your products, services, and what can you do to make their experience better. In this way, you will show them that you care – and that’s exactly how you keep your customers happy!

3. Creating personal relationships

Do you remember what “CRM” stands for?

It stands for Customer Relationship Management.

One way you can start creating a unique relationship with a customer is through personalizing your communication.

Customers can contact your company through a variety of channels, including email, phone and website. They can also contact you through different departments, such as sales, marketing and customer service.

CRM software captures all of these conversations over time, regardless of the channel or department they occur in – giving you and your entire company access to the same information. That’s a lot of useful information!

You can use this information to give the customer a unique experience by addressing him by his name, or when he calls, knowing exactly what the issue is without having to ask him to repeat himself.

By personalizing your communication, you will see how your customers’ perception of your company starts to improve.

4. Offering what customers really want

Customer 2.0 has plenty of choices.

In order to win his heart and wallet you need to proactively offer them a relevant product or service.

A CRM system gives you knowledge of what your customers need by telling you what products or services they’re interested in, have asked for or have already bought. You also know what problems they have had before, and whether they were happy with the solutions you offered them.

In other words, a history of your customer interaction recorded in a CRM system helps you offer your customers what they really want, not what you think they want.

CRM helps

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With the help of CRM, you can also offer your customers to sign up for updates, as well as opt in or out of messages or activities, which is very important for being compliant with GDPR.

5. Providing attentive customer support

A unique customer experience also means that you offer help and support to your customers how and when they need it.

Remember, the Customer 2.0 prefers online communication when it comes to solving their problems and handling their complaints.

The good news is that CRM offers exactly that!

Customer service software helps you ensure that no customer inquiry is lost, as each request is logged into a central system that can be accessed online. Once a customer sends in a request, you can set up the system to automatically send an email to inform the customer you have received it.

This email can include a tracking number, information about the received inquiry and even suggest helpful FAQs and where other self-help resources, such as a knowledge base, can be found. This way, all customer requests receive attention and don’t disappear into the unknown.

6. Responding quickly to requests

When Customer 2.0 has a question, he wants an immediate response. There’s no time in today’s fast world for delay. If you don’t respond in a timely manner, you risk losing him!

Given their impatience, you would think that companies would respond quickly to customer requests. Yet, we found this to be quite the contrary in our very own Customer Service Benchmark Report.

For example, we found that 62% of surveyed companies didn’t respond to customer support emails at all!

Furthermore, the average response time is more than 12 hours.

With CRM software, you can speed up your responses to customer inquiries by using ready-made email templates. With pre-made templates, you can answer the most frequently asked questions quickly by selecting the template from a knowledge base.

Another benefit of using templates is that each email is consistent with your brand and tone of voice.

7. Keeping up with the customer needs

Customer 2.0 demands not only to be listened to, but they also want to be responded to on their terms, not yours. This means that you will have to connect with your customers at a time, place and in the form that they choose!

Since Customer 2.0 has online access to many competing offers, you need to increase the speed at which you can present your own offers. Otherwise, you risk losing deals.

One way to speed up the communication is by using CRM!

When the fate of new business is a matter of minutes, being able to access all customer information and offer a suitable product is very important.

Mobile CRM allows you to provide a better customer experience by being able to instantly offer the latest information on the products, deals and contracts, as well as to quickly answer customer questions – whether you’re in the office or out on the road – so you never have to keep your customers waiting.

In addition, Mobile CRM helps you to follow up on leads and opportunities at the right time – so there’s no need to wait until your colleague returns to his office.

Conclusion

In today’s technology dominated world, customers demand and expect a whole new level of attention.

And they expect you to do business with them on their terms.

Customer 2.0 wants you to know who they are, understand their specific situations, keep in touch with them, listen to their needs and provide quick and attentive support.

CRM software helps you to do all of this and more.

With CRM, you can create a full 360-degree view of your customer regardless of who in your company is talking to the customer. It also gives you the chance to personalize your communication, offer relevant content and service, and respond quickly to their requests ensuring that no question goes unanswered – all with a smile and friendly tone.

This is what makes for a great customer experience.

What other areas of CRM and customer experience do you intend to improve?

Please, leave your comments below.

P.S. If you got something valuable from this blog post, remember to tweet about it here!

CRM buyers guide 2018

CRM

About Zarema Plaksij

Zarema Plaksij

A former linguist, PR specialist, journalist and editor, Zarema Plaksij now works as an editor and contributing copywriter in SuperOffice. Keen on creating engaging content for the company’s existing and future customers, Zarema is ‘head over heels’ for digital content marketing and brand journalism. You can connect with Zarema on LinkedIn.

12 Comments

Helen Cocco

about 2 years ago

There are some really good stats in this post. I would add that going on the results of my research, I would argue that customers are looking for a seamless experience - a shopping journey without problems.

Reply

Steven MacDonald

about 2 years ago

That's very true, Helen. Completely agree!

Reply

loya anderson

about 2 years ago

Definitely, i use CRM to improve customer experience.

Reply

Charles Wattson

about 2 years ago

When it comes to customer experience, its all about being consistent at every touchpoint. You need to understand what precisely today's customer wants in every interaction with an organization - if there is a demand of more personalized experiences, make it personal.

Reply

Markus Stoinis

about 2 years ago

A very nice topic to read about crm because it helps a lot for any business to grow and keep your gods (customers) happy. there are some really good mentions given in your blog and are really helpful if we stick to this, thanks for sharing such a wonderful post.

Reply

Harry Vent

about 2 years ago

Each and every point is pretty good and sound's like more innovative article. But it's not enough services provided to your customers. Software with Google Apps integration helps a lot, customers collect leads from Google Forms. In future leads can be converted into customers this one type of improve customers business. Mainly customization of software is very important because customers doing business in different fields so based on business they customize an application.

Reply

Ramesh

about 1 year ago

Glad to read this complete and informative post on customer experience

Reply

Celeste

about 5 months ago

Can you please share the source from where 93% of B2B buyers start their buying process online?

Reply

Steven MacDonald

about 5 months ago

Here's the original source, Celeste. I'm also updating the link in the content as well. https://www.slideshare.net/JenniferJonesMitchell/social-media-stats-for-b2b-lead-generation

Reply

Phanos

about 5 months ago

Glad to discover these tips on CRM and CX.

Reply

Yuval

about 5 months ago

I like the statistics included in this CRM and CX article. The customer delight phase is so important in the customer life cycle where businesses need to understand customer needs and provide them value for the price.

Reply

Phillip Bailey

about 3 months ago

One of the most important business segments wherein you should use your CRM to its fullest is to deliver supremely quick response to the queries and complaints of your customers. For a customer, there is nothing better than a quick response from an organization’s side to his/her query or complaint.

Reply

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