It’s all about the customer. It always has been.
In the days before the Internet, how did businesses keep their customers happy? They greeted them when they entered their premises. They directed them to the place where they could find the item(s) they wanted. They took care of returns and exchanges in a friendly way that left the customer satisfied. If customers had a good experience they came back, and they “brought” their friends by recommendations. If the experience was bad, they also told their friends.
In this digital age, where face-to-face customer service is fast giving way to web-based interactions, businesses need to be mindful that customer relations must emulate those traditional experiences as much as possible. It’s not enough to have a call center and/or a live chat feature. Customers need to feel that they are receiving personal, friendly, and satisfactory care, or they will simply go elsewhere.
How Great CRM Software Can Provide Customer Satisfaction
Fortunately, there is technology that can accomplish great customer experiences, in the form of customer relations management software (CRM). And businesses that are growing beyond a hundred customers will need to acquire this software if they intend to continue to grow.
Basically, the purpose of CRM software is to be able to collect, store and retrieve all information related to each individual customer, so that when that customer makes contact, they understand that the business “knows” them and is ready to serve their needs.
Some CRM software products are quite complex; others quite simple. Only you can gauge your needs, and thus you need to find a product that satisfies those needs and that can also grow in features as your needs expand. So, the first thing you need to look for are the basics that are going to work, not only for your customers but also for your customer service personnel.
Basic Critical Features of CRM Software
First, a few statistics and insights
In 2017, CRM usage by all types of businesses increased from 56% to 74%.
80% of consumers will go online to research products and services prior to a purchase
87% of these consumers will use mobile devices as they research and shop and engage in customer service activities with businesses
47% of businesses surveyed state they plan to increase spending on customer service software. Any business that intends to remain competitive, keep existing customers, and generate new leads will take heed.
So, what should a solid CRM package include? Given today’s consumer and given that a business needs to reach that consumer where he is and provide the kind of personalized service he expects.
Obviously, consumers want to reach and be reached on mobile devices. And customer service staff, often from remote locations, also need to be able to use their mobile devices to connect with customers. Businesses are actually seeing higher satisfaction and adoption rates, when staff have options of devices to use.
Other research shows that 65% of sales staff that can use mobile CRM have achieved sales quotas, while only 22% of those not using mobile devices have. This alone should drive businesses to ensure that any CRM they choose has mobility features.
As for consumer use of mobile CRM – it is obviously becoming a preferred method as the above stats show.
Because both users and personnel are now using many devices, there is a rising requirement that CRM solutions are in the cloud. At this point, about 87% of businesses that have CRM packages are using cloud-based ones.
This is an area that is perhaps the biggest challenge for customer relations. Business do not see their customers in person. It is critical that they use all of the technology available to reach customers at a personal level. Recent studies show that businesses intend to increase their email marketing budgets for both sales and customer service by 60%. This will allow them to segregate leads, current customers, etc. into groups for far more personalized service. Any CRM package a business purchases must provide for this.
And do not discount the value of “old school” direct mail campaigns. Consumers still go to their physical mailboxes, and there can be those who do so more than others, especially older leads and consumers. Adding a software piece, such as Physical Address that will provide a physical address and virtual mail handling services, can be valuable in certain circumstances.
Compete Customer History in One Place
Probably the most important aspect of CRM is that all of the information on the history of leads and customers be housed in a database that allows sales and customer relations personnel to bring up that entire history on one screen.
This is often called “contact management.” Being able to track every lead as it moves through a sales funnel is a must for any CRM software. Such software should provide a lead/customer calendar, follow-up reminders, and tickets for all contacts and actions. And it should also provide for the sharing of all of this history by multiple departments within the business. This can improve customer retention rates, as studies show.
Every business is unique. Buying a pre-packaged CRM solution that does not provide for customization is useless. A business needs to be able to integrate CRM with its existing systems, giving that business the ability to mine and analyze data that it needs to modify and improve its customer relations.
Keeping it Simple
Unless sales, marketing, and customer service staff see a CRM package as easy to use, they won’t adopt it. Keep it simple in the beginning. Complexities can always be added later, if the right package is purchased to begin with.
Every customer wants to feel important to you, before, during, and after the sale. You can achieve this through the right CRM software. Identify your needs, your customer needs, do the research and find the package that will work for you right now and grow as your business does.