Customer relationship management: concept
Regardless of the branch or segment in which your company is inserted, you already know that the most valuable asset is your customer base. Thus, it is essential to implement and invest in customer relationship management.
This practice is not only intended to generate sales but to build customer loyalty, maintain long-term ties and make them a legitimate defender of your brand, which can generate referrals in the future. Consequently, increasing your revenue and your own card.
The basis for building the relationship with the customer is to maintain a constant dialogue, have reciprocity and, of course, get to know them very well. The rules for having close contact are almost the same as for interpersonal relationships.
How to develop customer relationship management in your company
Implementing customer relationship management is a strategic and intelligent decision that helps to leverage your company’s results. So, if you came to the conclusion that this should be the next step for your business, check out some important points that you should take into account when implementing customer relationship management:
1 – Plan and implement in phases
This process can take some time to be fully established and you should think about doing all the steps safely. Establish deadlines and difficulty levels for each of the project’s phases.
Thus, you’ll be able to map all the points that require contact with the customer and you’ll be able to build a better relationship with the customer, knowing when to act and how.
2 – Select a good implementation team
Bringing together people from different departments and expertise and who know all the processes and facets of the company will ensure efficient implementation and, if they have affinity and technical skills with the technology, the better. This team must be included and be 100% involved in all phases of the project.
Consequently, you will be able to establish a more complete service, without wear and tear due to lack of knowledge. The involvement of the team will allow a more complete view of all the processes necessary for managing the relationship with the customer.
3 – Choose a project manager
If you choose to delegate this responsibility to someone else, make sure the person selected has computer skills and good communication skills to lead and engage the team involved.
Having a person responsible for the project will be great for your team, but especially for your client. As we highlighted before, it is essential to have a large knowledge base about the customer and technology to act in the implementation phases, and having this leader can be very positive when mapping all the processes that involve the relationship with the customer.
4 – Identify problems in customer relationship management
Can your customers’ information be viewed easily? Can you identify whether your sales team’s efforts are being effective? Is there an overview of previous contacts made with customers? How does the micro-conversion take place in each of the stages of the sales process? All these are points that must be identified and improved with the implementation.
This mapping looks like bureaucracy, but it is essential to find communication weaknesses and failures that may be occurring during the contact. With this data in hand, you’ll be able to take your customer relationship to another level.
5 – Establish the specific goals you want to achieve
Make a detailed list of what you think will be of benefit to your company (maybe some of the ones we talked about above) after implementing your CRM strategy.
Once identified, break these goals down into smaller goals in a way that facilitates achievement. Among the general goals, you can think of options such as: providing quality customer service by reducing response time, providing consistent communication with digital content delivery, or creating a customer loyalty program.
This is very important because when you leave the goals very open, for example, “improving the relationship with the customer” or “customer loyalty” there is no strategy to meet these goals and they will end up being lost, without ever being reached.
6 – Decide how to measure the success of implementing customer relationship management
There is no success if you can’t measure it. The only way to find out if a strategy really works is to have yardsticks to measure execution and results. It is essential to analyze the data and, if it is not going as expected, change the route.
Typically, most companies consider three aspects to assess the success of a customer relationship management strategy:
Decrease in costs: sales cycle time, the more agility in the process, the more effective the relationship with the customer is.
Increased benefits: if you are getting more customers and generating more cross-selling opportunities, that is, the same customer is buying other products or purchasing other complementary services from your company.
Increased brand value: higher retention and repeat purchase rate. Retention measures the level of customers who have not left the company. The repeat purchase refers to how many times the customer makes purchases with you. In this case, the idea is to keep these levels high!