Business owners and management teams already know that automated marketing and CRM benefits companies. It boosts sales, leads to business growth, and enhances the efficiency of the sales department. But did you also know that this technology benefits the consumer? As such, it can lead to higher customer satisfaction ratings for your company.
Understanding the Connection between CRM and Customer Satisfaction
Managing the relationship with your customers maintains the connection between the consumer and the business. In the past, many of these processes were manual. There were spreadsheets, timed emails, and reminders on scratch pads. This system proved to be too one-dimensional.
It failed to take into account the changing needs of long-term customers. As a result, some relationships failed because the buyer found another supplier who could leverage data more accurately to meet the consumer’s needs. Frequently, the competitor was able to take advantage of automated marketing and CRM platforms that allowed for more efficient consumer tracking.
How an Automated Approach to Customer Relationship Management Increases Customer Satisfaction
If you sell your customer a widget, s/he may also need supplies that go with the widget. Automation helps you enter this information and keep track of the customer’s stock as it runs low. As the widget nears the end of its useful life, the customer may be in the market for an upgrade. However, what happens if this consumer’s business model changed? You can help this buyer make changes by suggesting widgets that are more suitable along with related supplies.
Automation, therefore, boosts customer engagement, which enhances satisfaction
• Minimize the need for self-service. Do not wait until the customer comes to you with a need. Track product performance and use. Anticipate the customer’s needs before they crop up. A well-timed contact makes it possible to up-sell the customer.
• Get all departments on board. If you sell a new widget, there may be a warranty that goes with it. The warranty department tracks the expiration date and contacts the shopper to consider an extension. The installation department might contact the buyer to discuss a service call for a tune-up or check-up. Let the sales department keep track of supplies as well as possible replacement products.
• Present VIP pricing and special offers. Offer incentives when you make contact. VIP pricing on add-ons, for example, can be a powerful incentive for an existing customer to upgrade a product. When you can offer deep discounts, present these opportunities to your loyal customers first. Nothing is more off-putting to an established buyer than seeing a newcomer snag a great deal while the long-time customer paid full price just the other day.
• Customize emails and other engagements. By customizing the information you present in emails, you offer the consumer something of value. It is not a generic email that goes out to 1,000 shoppers. Instead, you customize the approach by targeting it to the 50 buyers of a green widget and the 950 buyers of the red one.
Enlist the Power of Automated Marketing and CRM to Serve Clients
The advantages for your company are still there. The customer behavior tracking is invaluable for the business that relies on these metrics to drive sales encounters. Multi-channel integration is one side of the equation; customer preference tracking is the other. Automation allows you to the luxury of creating an individualized profile of your customer base right down to color and material preferences.
Since your marketing outreach now targets the buyer with products and services that are actually of interest, s/he is not only more likely to buy from you but also far more likely to remain a loyal customer. Even if this consumer is not in the market for one of your products today, your emails will still get opened and read. This level of customer satisfaction is not something you can achieve with the old manual method of behavior tracking.
Contact us today to learn more about automated CRM and marketing.