Posted by Nathalia Lopes on 17 Mai, 2021
The business process has undergone many changes in recent years. The goal of the companies is no longer just to sell, but to establish a connection with their audience, winning over fans and brand advocates.
To achieve this, a strategy that has been bringing results is to invest in customer relationship management.
In practice, it means building and developing a relationship that adds benefits, resulting in the retention and loyalty of consumers. The effects of this action are reflected in the figures, with the reduction of costs and the increase of sales.
Some practices of this management, important to develop the relationship and stimulate the growth of your business, will be listed below in this article. Continue reading to know all of them and apply successfully in your company
1. Meet your audience
The first phase of customer relationship management is to know the persona (which can be understood as the ideal customer representation), through specific surveys, that reach approximate standards of those who seek your business and buy with you.
The next step is to identify determining characteristics, such as what this persona seeks, what it values, what difficulties it faces related to what led it to its company.
From this pattern mapping, it is possible to differentiate profiles and apply time and work to the one that actually has the potential to bring results.
What’s the point of all this commitment? To direct more relevant and efficient actions, thought to the correct audience, and with greater chances of being reversed in sales.
This mapping, however, is not limited to initial research. After-sales is another important step, as it will reveal possible dissatisfaction, flaws in internal processes or misinterpretations of what the consumer was really interested in.
2. Invest in communication
In the case of companies, conducting communication competently begins to listen and know their customers. From this is that the action and the answers are initiated.
Conducting satisfaction surveys is a good way to get objective opinions. Listening with interest to feedback and paying attention to complaints are part of a communicative system that works.
If the client manifests, it means he wants to be heard, so don’t delay in asking questions and giving information. After-sales also deserves attention: promote a contact after the completion of the purchase process and hear what was the perception generated.
Another way to foster customer relationship management is to be present on social networks and stimulate followers' interaction. Within them, follow and comment on the opinions recorded.
Do not leave negative criticism unanswered: try to understand what has failed and respond in a professional and polite way. There will be an audience watching their posture in the face of these conflicts, and the resourcefulness displayed there may captivate or drive people away.
There is another simple and widely used feature, which is the blog. In it, relevant and interesting content of your persona should be updated periodically, making your site a reliable source of research.
By being impacted by information that adds value, the public develops an identification, becoming more present and interactive.
3. Make use of a good CRM
Invest in technologies to record and monitor customer behavior and preference.
The CRM tools, for example, assist in the collection and centralization of contact, interest and purchase records of all who access your sales or service team. The goal is to generate customer satisfaction and profitability for the company.
The acronym CRM means, precisely, Customer Relationship Management, that is, Customer Relationship Management, in Portuguese.
Through this system, the manager can identify up-to-date information and measurable data. For example, which items had more demand or more complaint.
Then direct promotions and communication through email, phone or social networks. The data provided will be essential to speed up decision-making that is increasingly appropriate.
4. Offer personalized attention
Personalization is a way to keep customers loyal, recognizing the value of the brand, the added benefits to the purchase, the quality of the products or services consumed, and the differentiated service. It’s about making the customer feel valued, exclusive and confident in returning.
There are several initiatives able to promote this: offer gifts and discounts, create a program of advantages, birthday messages. With the support of a CRM tool, there is the possibility to understand the interests and send exclusive promotions.
All these movements can motivate you to make the purchase or provide favorable testimonials on social networks. Not to mention that we cannot fail to value the power of word-of-mouth communication and how much people seek references before deciding on a purchase.
5. Train your team to act in customer relationship management
A trained and engaged team makes a difference in any work environment. So, invest in yours, training sales techniques, aligning purpose and values, ensuring that everyone knows deeply the items present in the portfolio in its entirety.
Commitment to consumer satisfaction generates empathy. It is born the true interest in providing a service with excellence, where transparency and professionalism are present to provide the best solution to the possible buyer.
There are several postures that build a quality service:
adjust expectations, not feeding unattainable promises;
show proactivity, rather than a reactive posture, in situations of difficulty or conflict;
acting as a consultant, researching, informing, clarifying doubts and directing something that really adds value;
comply with what was agreed, giving returns and requested responses within the deadline.
The commercial team also has full correctness when registering, in real time, the information in the CRM system, without omitting details that may be relevant to the relationship or strategic decisions of the company.
With so much offer in the market, it is necessary to seek a differential that gains prominence. You have to remember that when someone stops doing business with you, for some reason they chose another alternative.
Therefore, it is necessary to ensure that the customer has his expectation and need met, and that he really feels that he has lived an adding experience with his company.
Customer relationship management has become a necessary device for the sustainable survival of every form of commercial enterprise. It is a way to drive proper efforts in the most profitable direction and, above all, a way to engage customers and consumers.
Source: https://blog.ploomes.com/index.php/2019/04/04/gestao-de-relacionamento-com-cliente/