A Customer Relationship Management (CRM) system helps manage customer data. It supports sales management, delivers actionable insights, integrates with social media and facilitates team communication. However, for a CRM to be successful you need to perform regular maintenance and undertake certain repetitive tasks.
In a business, one of the many things you’ll need to repeat time after time is customer segmentation and documentation, especially if you rely on a CRM system. Let’s look at why these practices form the backbone of a good business.
Segmentation
Segmentation is one of the most critical CRM practices. Your CRM system should offer the ability to categorise, tag, and label customers/client/prospects/leads. Make sure you exploit every opportunity to make use of these tools. They can be extremely helpful when you’re on the hunt for important business information about the client or customer.
For instance, you can track down information about personal interest, which can go a long way in helping you shape your engagement strategy.
Businesses should never assume any information to be irrelevant. Instead, the assumption should be made in favour of value. Determine whether or not your CRM system offers categories that track data in a particular area. Add it as a user-defined field if it isn’t present as a default.
What you put into your CRM system is what allows you to create more opportunities for better engagement. Leverage your CRM system towards detailing family and membership connections. Such connections play a critical role in future engagement. By engaging with family members, you establish yourself as a familiar brand, and that opens up new opportunities with new prospects, such as the client’s children.
On the whole, segmentation allows you to have access to contextual or specific information, which can be made use of within relevant circumstances. This makes customer engagement more personal.
Documentation
Make sure you take notes in your CRM system. This allows for the creation of a paper trail of sorts that can be used for future reference. It will enable you to refer to key points and other data during an engagement with a client or customer. A routine of note entry should be treated as a CRM best practice. It can save you by serving as evidence when a client or customer’s position changes without warning or when they refuse to follow your advice.
Combine this with calendaring, and you’ve got the benefit of improved planning and organisation. Focusing on time has been observed to deliver a higher amount of productivity and accountability than a “to-do” approach.
So, as you can see, excellence is a habit, and by making the practices mentioned above a regular feature of your CRM strategy, you can expand your business towards newer frontiers.
If you are looking to implement a CRM system or need some advice on how to best use your current system, contact us today for more information! With iMovo’s technical expertise, implementation will be smooth and seamless and we provide ongoing consultancy and training, tailored to your company’s needs. Our team of experts are also certified to answer all of your queries.
