Le CRM has evolved significantly in recent years. In today's competitive environment, it is no longer a question of ignoring customer relationship management practices. As the technological complexity in consumer relationship management evolves, marketing approaches must adapt. In this article, discover how to understand the management of your customer relationship in 3 essential keywords and why it is important to have an overview of the customer journey.
The tool CRM in 3 keywords: accuracy, consistency and completeness
#1. Exactness
Data only has value if it is up-to-date and accurate. Remember, customer information is constantly changing. Individuals move, change jobs, update their email addresses, social profiles can be inaccurate or outdated. All of these elements underscore the importance of keeping customer information current and correct.
If this information about your customers is kept accurate and up-to-date, it can prove invaluable when used with predictive analytics technology for example. This can help you learn a lot about customer trends: when to communicate with them, at what time, by which method of contact? Thus, you get a better chance of developing new relationships with your customers.
#2. Constancy and consistency
Consistency has always been a key characteristic of business growth. After all, success is impossible if a business cannot maintain positive and lasting relationships with its customers. There are a lot of information to obtain and store detailed customer information: mobile applications, cloud servers, software solutions CRM customizable, emails, Google docs, Excel spreadsheets, etc. But if the information on the customers is not consistent with each other, it's a waste of time! It's up to you to ensure that the information you store communicates with each other and enriches each other in order to give you a relevant customer knowledge base for your marketing actions. The use of a CRM help you with this complex task!
#3. Completeness
Completeness isn't just about knowing a customer's address and birthday. Rather, it is a collection of aggregate customer information aimed at documenting each individual customer interaction. You must keep a history of emails, online sales, different contacts, etc. of each of your customers. You need to be able to detail every interaction the customer has had with a touchpoint in your business. This information must then be able to be stored and shared within the various departments of the company so that everyone has the same complete information on the experience of each customer.
Le CRM enables companies to extract information, examine trends and build lasting relationships with their customers, thereby enabling them to grow and prosper in a fiercely competitive environment.
Use a CRM for an overview of the customer journey
The customer journey has become increasingly complex over the past decade. This is partly due to the impact of digital and the many channels available to customers.
Increasing sales while decreasing the loss of potential customers is the goal of every business. It sounds simple…but what do you know about the customer who buys? Do you know what type of customer never converts on your website? How can you make these customers more likely to buy? Get to know your customers by analyzing your database.
Internet users are able to share their data with you as long as there is a benefit for them. So don't be afraid to ask. If you tell me that you want to send me a present on my birthday, I will gladly tell you my date of birth. And if my postcode reveals the nearest store to fix my bike, then I'll happily tell you where I live. Transparency is the key. Be honest about what you are asking and why. In return, you will gain the trust of consumers and certainly the information you want to have.
Once your data is in one place, you need to create an accurate picture of your customer journey. Monthly or even weekly updates will allow you to use your data tactically to adjust your strategy omnichannel, and make the right expenses, in the right place, at the right time. In this sense, create key performance indicators according to the customer journey and not according to your different channels separately. This allows you to avoid the "silo" mentality and thus start to evolve in a powerful way in the world of omnichannel!
