The secret to a successful business is pretty simple: have loyal, long-term customers. And if you aren’t using cloud-based CRM technology, it’s likely you are losing potential long-term customers. Harvard Business Review found that landing a new customer can be 5 to 25 times more expensive than keeping an existing one. It’s easy (and enticing) to focus on new customers, because it’s such a great feeling to land a new account. However, it’s essential to maintain strong relationships and provide excellent service to current customers to build their loyalty.
Technology makes it much less time-consuming to keep your customers happy. The secret is knowing what they want and then automating the process of giving it to them. Cloud-based CRM technology can be integrated into other communication tools your business uses (like your phone system), allowing you to predict and deliver targeted, holistic marketing strategies for clients and prospects alike.
Find Out What Your Customers Want
You probably think you know what your customers want as a whole, but the trick is finding out what each and every customer cares about. Before you start going through your customer database and frantically trying to figure out the puzzle, stop. Breathe. You already have your answer in your CRM software — how they shop, what they buy, when they shop, and which discounts or coupons they use.
By using a cloud-based CRM tool, you now have real-time information updated automatically from all sources, such as salespeople, your customer portal, customer care associates, and in-store employees. Your team can use CRM technology to log notes directly into the system during the interaction as well. And, your employees can access it from any device and location. By integrating with your phone system, you can also reduce the time it takes to contact your customers by using click-to-dial and automating call logging.
Give Your Customers What They Want
Getting the information is the easy part, but taking it to the next level is where you turn casual customers into lifelong fans. Because you’ll have each customer’s data easily accessible, you can take what you know and create customized, delightful experiences.
For instance, say a customer at your spa always gets a 60-minute massage once a month on Friday and will occasionally treat herself to a pedicure. You also know she always books her appointments using a mobile app and has never once logged onto your website. Instead of giving her a discount on a facial or a service she has never shown interest in, you give her a discount for a combination pedicure and massage for next month through a mobile app notification. Even better, if you notice she misses a month, you can use that information to flag an associate to give her a call to check on her and offer to set up an appointment.
And when she calls to cancel last minute? You know it’s her calling, because your phone system recognizes her number, as it’s integrated with your CRM. You know her appointment is today at 2, and you’re happy to let her know that her preferred manicurist is free next week at her regular time.
It’s easy to think that technology makes customer relationships less personal, but if you use the tech-generated information to meet and exceed the expectations your customers don’t even realize they have, the result is a personal relationship between the customer and your company.
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