How a CRM Boosts Customer Loyalty
A Customer Relationship Management (CRM) system is a powerful tool to have in your tool belt, one we've spoken about before and will continue to - it's just that good! Not only does a CRM keep train of your customer base and all their information, it's a great way to nurture your customer relationship and keep your customers coming back - as well as free up time for you and your business.
But first, what influences customer loyalty?
When it comes to customers there are a couple a different factors that can influence whether they’ll keep coming back for more.
Product or Services:
Your product offering or service needs to the right fit for your customers, if you're meeting their needs they’ll keep coming back, if you're not, then they're likely to jump ship. But it's not just about having the product or service they want, which leads us to…
Service and Support:
You could have the greatest product in the world, but if you're not delivering service and support, you're likely to lose your customers. Consumers remember how we feel as we deal with a brand, and if they feel welcomes, supported, recognised they're more likely to return. This is a critical element of loyalty.
Brand Sentiment:
Feeling of being part of something great. Values are reflected and represented by the people they work with.
So, how does a CRM influence customer loyalty?
In a nutshell, a CRM centralises all of your customer information, making it easy to access and understand. As it's the one true source for your customers, it's where you can learn more about your customer through data, find messages, understand their spending habits, as well as what products and services they're spending on.
Build Personalised Experiences
While including a first name in an email is considered personalisation, it's not going to cut it these days. Customers are looking for a little more from businesses, and want to feel like an individual and not a number. With a CRM, you can use customer data to understand there spending habits and what products or services they're most interested in, from here you can create targeted journeys based on their interests.
Keep Track of ALL Your Customers Details
A CRM is home to all of your customer details - past, present and… future? Well, maybe not future, but it does make it easier to find customer information like past jobs, purchases, quotes, invoices, and any notes. So if you get an unexpected call from a customer or need to refer to anything, it's right at your fingertips. Not to mention if someone's unexpectedly away sick or needs to take some time off, you can access everything you need to when it comes to their customers, ensuring a seamless uninterrupted experience for your customers.
Tip: If you're on the road a lot, we recommend a CRM with a mobile platform so you it's easy to check information without digging out the laptop.
Automation Made Easy
Great service doesn't just stop when a job is done. Using a CRM you can end automate reminder for regular maintenance, inspections, or servicing - keeping you top of mind for when customers need you again, as well as give your customers a helping hand.
For example, if your customer's due for a WOF, you can send them a reminder before it sneaks up on them.
Communication Made Better
Communication is key to any relationship, including the one with your customers. No one likes waiting days for a response and if left waiting too long, your customers will move on. A CRM can help you stay on top of inquiries, respond faster and keep customers throughout the process of a job or purchase.
How?
Set up automated responses for new enquiries, letting potential customers know their request has been received and you'll get back to them.
Have a separate contact form for urgent enquiries, so you're able to triage as necessary.
Set up reminder emails for appointments, reiterating the time, date and any additional details.
Managing Customer Complaints
Listen, if there's one thing in life we know to be true, it's that you can't please everyone. But a CRM can help you mitigate any fallout from the occasional callback or issue. A CRM means you don't have to rely on memory for every job, so you can fall back on your tracked jobs, complaints, service requests, follow-ups and easily resolve issues quickly.
A CRM isn't just a tool to run your business more efficiently, but a way to build stronger relationships and boost customer loyalty.
The good news? You don't have to be a large organisation to carry this out. Business software comes in all shapes and sizes these days, with options suited to every business.
Our Recommendation?
We recommend Thryv, small business software that helps you do business better - whether that's managing your business, connecting with your customers, or growing your business. Whatever your goal, it can help you achieve it.
Click here to learn more about how Thryv can work for your business.