Discover the importance of CRM in customer lead management

The life cycle of a customer can be as long as a company wants it to be if it is able to build a long-term relationship with them. All this and much more with the implementation of a true CRM strategy in your company!

Discover the importance of CRM in the digital age.

See all software Customer relationship management

Importance of CRM

1. Connect on a personal level

The importance of CRM lies in its ability to connect on a more personal level, bring companies into the social conversation and enable them to make better decisions for themselves and the customer.

It is impossible to retain a dissatisfied customer! It's easier today:

• request quotes,
• compare services and prices,
• and change supplier at the click of a button.

With a high risk of customer churn, customer loyalty is an asset that needs to be worked on every day.

2. Integrate social CRM

We are social beings by nature. We participate in social networks because it tends to cause a positive emotional state and a sense of well-being. Interacting with others makes us feel good:

• We share positive and negative opinions of brands,
• We value service,
• and we trust the comments of our friends and family.

As customers we are willing to switch suppliers at any time if we do not receive what we expect. These experiences will define whether or not we are loyal to a brand.

Social CRM allows us to get to know customers better through information from their interactions with the company, as well as their movements on social media.

Brands now have the potential to nurture that customer at every level.

A company that is part of the conversation has the potential to generate followers and fans. It also has the potential to mitigate the risk of a social media complaint crisis.

3. Predicting customer needs

It is a business challenge to have the ability to give customers exactly what they want. A CRM is used to identify preferences and create a concrete action that meets their expectations.

CRM is useful for building and maintaining close relationships with customers and prospects. A knowledgeable sales and marketing team will know:

• where the customer is at,
• what they expect,
• and what the next stage in the sales funnel is.

It is able to assess the size of the opportunity.

4. Improve the customer experience

In order to improve the customer experience, companies need to know how customers feel about their relationship with them.

The customer journey shows a map of the stages a customer goes through until purchase.

Its objectives are:

• To analyse how the experience of interacting with the brand is lived and helps to find a harmonious way in that relationship.
• Adapt processes and test new opportunities to manage their expectations.

CRM helps to improve the customer journey. Detect the company's points of contact with the customer during the purchasing process, develop sales and satisfy their needs.

5. Conclude more sales

CRM allows you to maintain an intelligent customer relationship and follow up effectively. This leads to greater segmentation and automation of actions that nurture prospects and leads until they are ready for a purchase.

It helps drive actions such as up-selling and cross-selling with positive results.

In addition, it keeps the company at the top of mind. In other words, it helps to position the brand in the consumer's mind for a future transaction.

6. Protect customer data

Data security is a critical aspect of any company.

Business information and privacy treatment is one of the most important concerns in business and a priority when we think about business data.

Incorporating a CRM reinforces data storage and processing protocols and protects sensitive business information.

At the same time, it gives employees flexibility in the processing of data, which is essential in the workplace to carry out their activities.

Data protection means peace of mind for the customer:

• Database,

• invoices,

• interaction history,

all of these are safe in a CRM environment.

With proper management of the tool, data is secure and accessible to everyone.

Automatic backups, cloud-based information, multi-level authentication and recurring audits safeguard what is most valuable for the development of customer operations. A guarantee that important information is secure, even when it comes to group sharing.

7. Manage databases

Customer data is becoming both the wealth and the priority for businesses. But how to optimise the volume and richness of customer data?

Companies can no longer do without a customer database, which includes all customer data, regardless of the relationship channel.

The database centralises information from CRM, sales and marketing campaigns. This single customer database is a starting point to go further and set up a data management platform.

By analysing this data, companies can run personalised campaigns, in terms of:

• Messaging,

• offers,

• customer journeys,

• to target and reach customers.

Having real and personalised data allows them to create tailored strategy.

8. Create customer relationship management strategies

CRM is a valuable tool for both the sales and marketing departments of a company.

However, this is only possible if a CRM strategy has been defined so that all efforts converge towards a common goal: customer satisfaction.

CRM also helps to structure internal processes and collaborate with teams to develop a corporate strategy in a holistic way.

To be closer to the needs, why not consider an audit of existing processes and strategies before developing your bespoke CRM strategy?

9. Automate relationships

With the support of CRM software, companies achieve much more than increased sales and greater internal organisation.

CRM is used to get to know the customer as a person. Not only through their interactions with the company, but also through their lifestyle, tastes, values and opinions.

In the age of hyperconnectivity, a growing brand designs processes to take advantage of this information.

10. Contributing to the development of healthy companies

See all software Customer relationship management

CRM improves the relationship between employees and well-being in the company. The state of mind influences the working environment. A CRM organises and systematises processes and promotes a positive working environment.

CRM accompanies people on their digital journey and in their interactions with brands. There are many reasons to incorporate a CRM in the company, including increasing productivity and profitability, achieving a deep connection with the customer and improving service.