CRM Fundamentals- If you want to deliver top notch customer service, you need a CRM strategy in place. Here are 5 fundamentals to get you started.
The benefits of Customer Relationship Management (CRM) software is that it allows you to store information about your prospects and customers, maintain communication with them through emails. It also incorporates assorted tools for sales and marketing for increasing profitability.
CRMs are proven to increase productivity, boost sales and improve customer communication. What was once strictly limited to larger organizations, is now being adopted by startups and SMBs.
If your goal is to deliver top notch customer service, it’s certain that you must be planning to implement a CRM strategy, if you haven’t already. Here are 5 fundamentals that would help you to build a foolproof CRM strategy.
1. Decide on Your Goals
The aim of implementing a CRM is to help your business achieve its goals effectively. It’s necessary to be clear on your objectives and to know how to achieve them. Break the objectives into small achievable chunks and connect that to how CRM fits to achieve the composite goal.
As you grow and evolve, your objectives will change along the way. Keep some space in your plan which will allow you to be flexible and revise your strategy on the fly.
2.Onboard Your Employees
Your employees will be the ones executing the strategy, hence it is necessary to get them on board with your CRM strategy. Involve them early in the planning and implementation process. Explain to your employees how it will make their work easy and help them achieve the organization’s objectives. Implement a change management plan that gives employees enough time to get used to the new system and ensures a smooth transition.
Empowering your employees with accountability and ownership will keep them motivated and move your CRM strategy in the right direction.
3.Understand Your Buyer’s Journey
Before analyzing your typical buyers’ journey, re-visit your buyer persona. Start by answering the following questions:
- What are the traits of your ideal customer?
- Where do they live?
- What do they do?
- What are their pain areas?
- What do they appreciate in your product?
Knowing the answers to these questions will help you relate it with the buyer’s journey (sales cycle). This will help you create and streamline content (emails, follow-ups, etc.) and workflows, and communicate according to the stage of sales funnel they are in.
4.Break Down Organizational Silos
Once you start collecting customer data, it is important to develop a culture of collaboration to improve the Customer Experience. Breaking down organizational silos is the key here. When your marketing, sales and customer service departments are not on the same page, the organization, as a whole, can be working at cross-purposes. When you promote cross-departmental collaboration, you’ll be able to deliver better customer service. Also data collected by one department can be fed to another department to improve overall business operations.