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Top Strategies for Customer Relationship Management - Brett Clawson - Blog

Top Strategies for Customer Relationship Management

Pulling in potential customers through advertisements and marketing is one thing, developing a working relationship with them is another. You can convert more sales and retain more loyal clients with a good strategy for customer relationship management, and there are some tips and tricks you can use to build a good policy for customer engagement.

Have a Vision

The better your vision for your company, brand and corporate culture, the better your CRM strategy will be. This vision should be clear and action-orientated so your team can rally around it. For instance, you may have the goal of redefining what customer service means in your industry and include that in your mission and vision statements. This will let both employees and customers know that you are committed to the best interactions possible as well as have an idea of what to expect out of the working relationship.

Engage on Social Media

Social media is not just about getting your products and services seen by as many people as possible, it is also about building a relationship with customers on a variety of platforms. Having a social media component to your CRM plans will give you a way to entice feedback, handle questions and complaints publicly and in real time, as well as opening your marketing up to new avenues. For instance, if a customer tags you in a post of a malfunctioning product, then reaching out to them on that post to troubleshoot with them or initiate the return process will show all their followers how you treat your customers.

Target Customers Needs

Some customers will be using free trials of your software or other products while others will be VIPs with a long history with your company, each of these groups will need to be targeted with different messaging to foster a better relationship. You can send incentives to those using free trials to upgrade with special deals for the first few months or ask for feedback on how to improve the product to convince them to buy the full version. You can send targeted sales offers to your VIPs which speak to the items and services that they buy most frequently or offer incentives to bring new customers in. When you focus on the needs of the individual as much as possible, you are making them feel valued by your company and more likely to stay.

Practice Active and Empathetic Listening

Customers are more likely to reach out with frustration than with commendation, and that can lead to some confrontational conversations with companies. Your best bet is to implement a practice of listening both actively and empathetically to customers when they call in. This lets them know that you are as committed to helping fix the problem as they are and that you are willing to work with them instead of being on the defensive. You can do this by keeping a friendly tone on the phone or in person, by taking notes and by repeating back key points before trying to fix the issue. This puts you and the customer on the same page about what the problem is and how to best solve it.

Encourage Feedback

Customer feedback helps you improve products, services and employees, but it is easier to elicit negative reviews than positive or constructively critical ones. When you let your customers know that their feedback is valued by the company, that it shapes policies and products moving forward and that it can earn them rewards, then they will be more likely to provide it. You can hold drawings for customers who submit reviews or give them in-app prizes. You can even make your review goals public and invite customers to a celebration when you meet them.

Customer relationship management strategies will necessarily be complex and feature interactions in person, over the phone and through digital platforms. By having a clear vision for your CRM, you can implement the best strategies across interactions and be consistent in how your customers view the company. It is important to listen with empathy and encourage customer feedback so you can improve your relationships as your company grows.

Publish Date: February 26, 2020 6:49 PM

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