Due to the boom in technology and all digital transformations these days, the customer "revolution" has reached new heights, and as a result, the super-informed and socially engaged consumers, also known as the "upgraded" customers, were born.
The product and the price are no longer of primary importance for them, because they can acquire much of the information themselves. The most important thing is now the customer experience.
In order to be competitive, you must deliver a customer experience that meets and even exceeds their expectations. But how? In this article, we will share with you how a CRM system can improve the experience of your customers.
Why is it important? 96% of consumers say that customer service is critical to their loyalty to a preferred business, while 77% of them would recommend a brand based on their customer experience.
The dawn of the “upgraded” customer
The technologically competent contemporary customers take a completely digital approach – they: start the purchase process online, do their own research, seek feedback through social networks and prefer communication via Email, Live Web Chat or by phone.
In fact, Forbes research shows that 70% of consumers start their purchasing process through internet research. Based on this research, they choose the product or service to buy and from whom to buy it. Above all, however, the "upgraded" client is looking for a satisfying customer experience. There's now data to back this up – another study found that 86% of people would spend more if they received top-notch customer service.
How to adapt to the demands of the contemporary customer?
Customer Experience has to be top priority
In a survey conducted by Customer Engagement IQ, 76% of managers and executives in various companies shared that the customer experience is extremely important to their business. See how the remaining percentages are distributed by priority.
What does it take to deliver a memorable customer experience? The short answer to this question is to be proactive, which means getting to know your customers and understanding their interests, wants and needs. To make this happen, you need to put yourself in their shoes and go through the entire buying process along with consumers.
Fortunately, there is a technology available that can help you take on the challenge of the "upgraded" customer more easily. It’s called a CRM system - customer relationship management software.
Thanks to the richly detailed customer profile, the CRM gives you a 360-degree view of the client, providing you the opportunity to create highly personalized offers based on interests, purchase history and more. Let's see how you can use CRM software to improve the customer experience.
1. Keep in touch via CRM
The author of More Loyal Customers, Kevin Stirz, says in his book, “Every contact we have with a customer influences their decision whether to come back to us or not. So, we have to perform well every time or we will lose them."
In this aspect, the CRM system can be of great help, as it is more and more often used to increase customer loyalty. And how can you make sure that your customers are satisfied and will remain loyal to you? By simply keeping in touch with them.
The CRM solution contains a wide range of information about your customers and how they interact with your business – including all correspondence with them across all three communication channels – phone, email and Web Chat, purchase and offer history and other past activities.
Use the data and information gathered in CRM to keep your existing customers up to date with company news, campaigns, promotions or other initiatives. The CRM software also allows you to segment customers and target the right audience with the right message instead of sending the same information to everyone.
2. Use CRM system to “listen to” your customers’ needs.
The "upgraded" customer likes to share information about products and services through various communication channels, such as social networks, for example. So, if you want to keep up with what your customers think, you need to listen to them.
One way is to ask for feedback. Conduct research by phone or send them an email survey to ask them what you can improve on your products and services and what you can do to make their user experience more satisfying. Such an initiative will demonstrate that the opinion of your customers is important to you and that is exactly what makes them happy.
3. Build personal relationships via CRM
Customers can contact your company in a variety of ways - phone, email or Web Chat on your corporate website or online store. Also, they can correspond with different departments – sales, marketing or customer service.
CRM software "captures" all communication from all channels and stores it in one place, so everyone in the company has access to complete customer information. This is extremely helpful!
Use the collected data to improve the customer experience through a personalized approach – by addressing the customer directly by name or by showing them that you are familiar with the specific case reach out to you about, without having to ask them to repeat what they already said in previous conversations or details they sent in an email.
Personalized communication makes an excellent impression on customers and improves their perception of your company, service and products.
4. With CRM’s help, offer your customers what they really need
The "upgraded" customers have a wide range of choices. To win them over permanently, you need to offer them relevant products and services.
The CRM system provides you with the information you need about the interests and desires of your customers, based on the purchases and inquiries they have already made. Also, through CRM, you will be aware of what problems they faced and whether they were satisfied with the solutions you offered them.
In other words, the complete customer history recorded and stored in CRM helps you understand what customers really need, not what YOU think they need.
5. Utilize CRM to provide excellent customer support
Part of a good customer experience is helping your customers when they need you to.
As already mentioned, the "upgraded" customer prefers online communication when it comes to a problem that has arisen or a case to be solved.
Fortunately, in terms of customer support, the CRM system offers exactly that. The ticketing module guarantees you the follow-up of every inquiry, complaint, claim or assistance request, regardless of the communication channel. And the automated processes inform the client about the number and status of the request.
CRM also helps to define the desired Service Level Agreement (SLA) in terms of response time and the resolution of customer inquiries, аas well as to monitor its compliance.
The option of creating an internal “Knowledge” base with answers to FAQs is also part of the functionalities of the CRM system and contributes to the improvement of customer experience.
6. Deliver rapid feedback with CRM
When the "upgraded" customer makes an inquiry, they expect an immediate response. In today's fast-paced and dynamic world, delays are becoming less and less tolerated, so if you don't want to lose the customer, you need to provide feedback as soon as possible.
Through the CRM software, you can speed up responses to customer inquiries by using ready-made email templates. With the pre-prepared templates, you can, for example, answer the most frequently asked questions by simply selecting the template and sending it.
Another of their advantages is that each e-mail corresponds to the style characteristics of communication between your company and its customers - the so-called "tone of voice".
7. Stay up-to-date with the customer’s needs, thanks to CRM
The "upgraded" customer demands not only to be heard, but to be answered according to their terms and conditions, not yours. This means that you have to, if necessary, contact them in a time, form and place (communication channel) that is preferable to them.
Considering the customer's accessibility to many offers from your competitors, it is good to increase the speed of providing your own, otherwise you risk losing potential sales. One way to achieve this is through the use of a CRM system.
When the fate of a deal is a matter of minutes in today's business, access to all customer information is essential.
Mobile CRM allows you to provide better customer experience by responding to inquiries in the shortest possible time, give information about relevant products and services, as well as current deals and sales. And all this, regardless of whether you're in the office or not. This way you won't keep your customers waiting.
In today's tech-dominated world, customers demand an even higher level of attention. In addition, they expect you to do business according to their rules.
"Upgraded" customers expect you to know who they are, what they like, what their personal desires and interests are. The want you to keep in touch with them, listen to their needs, and provide them with high level of service and support.
CRM can help you with all of that and more. The system gives you a 360-degree view of the customer, regardless of which employee of your company they correspond with and through which communication channel. This ensures that no query ends up unanswered.
All of that combined makes the customer experience valuable and satisfying.
Request a free demo of InfoServ CRM and see the functionalities through which the system helps to improve the level of customer experience.