The Importance of Customer Relationship Management

« Blog

Earlier this month, we told you how more and more SMBs are relying on software to keep track of their customer and prospect data in order to better serve them, create life-long customers, and ultimately, grow their businesses. Especially now that there are so many affordable options out there – there is no reason you should not be taking advantage of all of the benefits provided by CRM tools. If you’re still not convinced – here are some reasons why you can’t afford not to invest in customer relationship management software:

Complete interaction history at your fingertips. That’s the beauty of customer relationship management software – every interaction you’ve ever had with your customer is automatically logged within their contact record, including but not limited to: emails, phone calls, past purchases, etc. If it’s an email, you can view the content of the email; if it was a phone call, be sure to make notes so that you can easily recall conversations in the future.

Enhance your customer’s experience. According to Access Development, 79% of consumers would take their business elsewhere (a competitor, possibly) if they were to receive poor customer service. By housing all of your customer and prospect data in the same place, your employees will be able to provide better customer service. With a complete record of previous interactions, your employees will be able to better answer questions or concerns from your customers and possibly be able to anticipate their future needs.

Company wide visibility. Ok, maybe it won’t be exactly companywide, but ideally, any employee that is customer facing, or is likely to interact with customers at any point, should have access to your company’s CRM tool. That way, any employee – whether it be someone in support, sales, or an admin – is prepared to not only provide great customer service, but ensures they have visibility into the inner workings of the business. This is when user adoption and good note taking will come in handy.

Really know your customer. Sure, it’s important to know everything about your customer that directly pertains to your business, but what about the information that allows you to go the extra mile to make them feel special? Customer relationship management software allows you to keep track of personal information, so that you can set a reminder to reach out on your customer’s birthday, or remember to offer them a special you’re running, that you know they would be interested in. Personal touches can go a long way, leading to increased customer loyalty. Did I mention that 85% of millennials are more likely to make a purchase if it is personalized to their interests?

In a society where your customers have endless options, you really can’t afford not to invest in a quality CRM solution.

Still looking for a CRM that’s the right fit for you and your business? Click here to try Act! for free for 14 days.