Customer relationship management (CRM) is a term that refers to practices, strategies, and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving customer service relationships and assisting in customer retention, and driving sales growth.
CRM systems are designed to compile information on customers across different channels — or points of contact between the customer and the company — which could include the company’s website, telephone, live chat, direct mail, marketing materials, and social media. CRM systems can also give customer-facing employees access to information that can help them provide better customer service.
1. Keep a central place for customer information
Your customer relationship management (CRM) system should be the go-to source of information about your customers. This means that you and your team need to enter data into the system regularly and that the system should be easy to use and search.
2. Use data to segment your customers
The more data you have about your customers, the better you can segment them into groups. This will allow you to target your marketing and sales efforts more effectively.
3. Use automation to nurture your leads
The goal of CRM is to turn leads into customers and customers into advocates. Automation can help you nurture your leads and keep them engaged with your brand.
4. Send timely follow-ups
Whether it’s a thank-you note after a purchase or a follow-up email after a meeting, timely follow-ups are a key part of good customer service. Use your CRM system to set up reminders so you don’t forget to follow up.
5. Keep your sales and marketing teams aligned
Your sales and marketing teams need to be on the same page when it comes to CRM. Make sure both teams are using the same system and that they’re sharing information regularly.
6. Use CRM to improve your customer service
Your CRM system can be a valuable tool for improving customer service. Use it to track customer issues and ensure that they’re resolved in a timely manner.
7. Regularly review your CRM data
Your CRM system is only as good as the data you put into it. Make sure you’re regularly reviewing your data and making changes to improve your CRM strategy.