How CRM Can Improve Customer Experience
As Blake Morgan wrote it in her 2017 Forbes article, “What is Customer Experience?”:
“Customer experience can include a lot of elements, but it really boils down to the perception the customer has of your brand. Even if you think your brand and customer experience is one thing, if the customer perceives it as something different, that is what the actual customer experience is.”
In short, it actually doesn’t matter what you think about your customer experience. What matters is what the customer thinks.
Good CRM software has features for marketing automation. That means you can send your customers emails on a regular basis, automatically, with very little effort on your part. The hardest part is building the template and content for the email. After that, the job works itself through automation. This may be in the form of a newsletter or notifying them of new product releases or offers. However, staying consistently engaged with a prospect or customer both during and after a sales cycle will increase revenues and customer satisfaction.
For example, sending holiday or birthday emails to your customers can aid in having a more personal relationship. Incentives such as discounts or promo codes are great ways to entice your customers who perhaps haven’t had that much engagement. This is just one method CRM systems improve customer experience but with marketing automation. Click here for some more ideas.
Not only can you automatically send out messages, but you can also personalize your messages using tokens. Using the first names of customers in emails makes a big difference. 72% of customers open an email because of the discount it provides, and 62% of customers open because of the personalized subject line, according to Campaign Monitor.
With a CRM solution, you have the ability to automatically personalize both the subject line and the email body. Because of this personalization, the customer is more likely to open the email, as it creates an immediate connection with them.
Consistency is key
Consistency plays an extremely important role in creating a customer experience. You should ensure people get treated in the best way whenever they interact with your organization. Automate customer request responses, create personalized letters, and provide any needed support. Build your customers’ CRM experience so you can be as effective as possible.
For example, if a customer fills out a contact form online, then your CRM will automatically give them a thank you email (if you set it up that way, which you should). Inside this email, you will tell them as soon as possible that somebody will be in touch. Your system can then automatically set a task to reach out to that contact.