Some companies, while valuing their customers, are still turning to their competitors - they've misperceived and misdefined customer relationships. A growing number of insightful companies are implementing or have implemented CRM customer relationship management strategies, which are used to build lasting relationships with new customers while strengthening ties with existing ones. Different organizations have unique or similar insights about how to manage customer relationships, but basically they can't jump into three categories: build, engage and convert. We are now summarizing how to view and manage customer relationships and illustrating them with the following three concise steps. Read on, as this may help your organization build meaningful customer relationships and achieve growth.
One: Build a file
Whether it's a search engine ad, an offline trade show or a referral from a friend, customer relationships start where your customers get to know you, and progress incrementally as they get to know each other. It's hard to imagine how you will develop a relationship with a customer if your customer profile is always just a title and a phone number? So the first step in building a relationship with a customer is to create a profile, from the first "outline" to the final complete "picture," where you understand each customer and their unique characteristics and specific needs.
For many companies, one of the biggest challenges is tracing all of a customer's interactions. If this information is incomplete, it often leads to a disconnected business and an inconsistent customer experience. a CRM is an ideal tool for doing this by using the customer as the "root" and extending and storing all the "branches and leaves" of information, displaying all the data related to the customer in one place. collection. This provides your marketing, sales and service teams with a 360-degree view of the customer, giving them a complete and consistent understanding of the customer and the customer relationship.
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Two: Engagement
Engagement refers to your interactions with your customers, which can be through websites, phone calls, emails, online chats and any other channel. These engagement methods cover the entire customer lifecycle.
Your engagement with customers comes in stages and you need to think about the right things to do at each stage to improve the customer experience. When mapping out these stages and touchpoints, remember to focus on the customer's point of view, rather than relying on your own. Try to put yourself in the customer's shoes, for example:
1. How do I find a company (or a product) to solve my current problem?
2. What features or benefits do I think are important? Why?
3. How will I research a product before making a final purchase decision?
4. After purchasing the product, what help and services would I like to receive so that I can successfully use the product to solve my problems.
If you think like a customer: discovering a need, finding a solution, researching the product, and making a purchasing decision, you'll be able to map out a "customer journey from point A to point B" and potentially gain refinements or improvements to the following touchpoints:
Three, Conversion
Customers will always come, but they will also go; it's a natural life cycle in every business. And most companies make their profits from customers who stay. There are two types of customers who stay, paying customers who are converted from potential customers, and continuing paying customers (loyal customers) who are converted from existing customers.
Converting leads into paying customers relies heavily on the sales process. For a variety of reasons, many prospects don't buy right away. Salespeople interact with prospects multiple times, building rapport and providing assistance at each stage. To increase sales success and shorten the sales cycle, more and more organizations are adopting CRMs and sales pipelines to nurture and convert leads.
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Converting existing customers into loyal customers relies heavily on the service process. There's a lot of talk in the business world about increasing sales, but sustaining the customers you already have is a topic that doesn't need to be talked about - because customer churn crushes most companies. To reduce churn and gain more loyal customers, you need to have a good after-sales service system and customer care strategy in place to increase the satisfaction of your existing customers.
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Conclusion
Customer Relationship Management focuses on building trust and creating value, with the goal of creating lasting relationships with customers. Companies that think about their customers and do what they can within reason to satisfy them usually win more customers. Of course, this requires a deep understanding of the customer to create a smooth and positive experience. With a CRM system, you can stay on top of all your customer interactions and find opportunities to build stronger, long-term relationships with your customers that lead to business growth.