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Maintaining a customer base in CRM

A customer base is a valuable resource for any business. It contains information that allows a manager to effectively interact with customers and increase sales. Most companies prefer to maintain a customer base in CRM. This is software designed for convenient storage, accounting and analysis of information about customers. In this article, we will tell you how to choose the right software and what functions the program should have for effective customer relationship management.

Methods of maintaining a customer base

To maintain a customer database, you can use both simple spreadsheets like MS Excel and specialized programs. The first option is less expensive in terms of finances and training time. However, it has significant drawbacks, including the inability to work together, the lack of a history of interaction with the customer, the need to fill in data manually, etc.

CRM systems are considered more effective because they are designed to store and process information about customers with the automation of various business processes.

Why are such programs better:

- a single system of contacts, applications and appeals;

- formation of a sales funnel;

- high-quality processing of incoming applications;

- reports and analytics;

- data security.

The database can be located in the cloud, thanks to which remote employees will be able to access the data via a mobile application. In addition, using specialized programs, you can be sure that when dismissed, the employee will not take the list of customers with him.

Benefits of using CRM to manage your customer base

Managing customers in CRM has many undeniable advantages, including:

- Analytical tools. The system is a smart assistant for salespeople, as it helps increase the number of sales. It has various analytical tools that allow you to predict the needs of the client, attribute him to a certain segment of the target audience, etc.

- Increasing the efficiency of managers. The software reminds managers about calls, sending corporate offers, tasks. This significantly improves the quality of processing incoming applications.

- Acceleration of closing deals. Most programs have a mobile version. Using a mobile application allows managers to close deals while being anywhere at the time.

- Useful integrations. CPM allows you to integrate Telegram, WhatsApp, Viber and other messengers to communicate in the most convenient way for the client and correspond from one window.

- Reduction of promotion costs. The presence of end-to-end analytics makes it possible to make adjustments to the budget allocated for advertising and leave ads with the highest financial coefficient.

What CRM should have for effective customer base management

If you worked in MS Excel, and then decided to keep track of customers in CRM, this transition will be easy. The customer base in the system looks like the same tables with the ability to sort data by any parameters and calculate values using formulas. However, the functionality in the software is much more diverse. In particular, the cells in the programs are interactive. When you hover over a phone number or email address, you can call or write a letter to a person. And by clicking on the name, you will go to a separate card, which stores complete and up-to-date information about the customer.

Namely:

- name and contact details;

- source from which it came (official website, advertising, word of mouth);

- history of interactions (purchases, calls, letters);

- invoices and payments made;

- additional information (car brand, favorite clothing brand, etc.);

- attached photos or scanned copies of documents.

As you can see, the client database in CPM has two formats: a regular table and separate cards with different data. The table has a quick search and client filter by certain parameters.

CRM functions in customer relationship management

Effective interaction with customers in CRM is achieved thanks to the presence of certain functions in the system. We suggest you take a closer look.

Customer card

For each new client of the company, managers create a separate card. It contains basic and additional data about the person. The basic data includes full name, phone number, email address, etc. Additionally, you can specify the make of the car, if it is a service station, favorite clothing brand or wife's birthday. In the process of interaction, the card is supplemented with other information: order history, payments, invoices, documents, letters, call records.

Suppose a customer has contacted you with a claim. The manager promised him a discount, but forgot to turn it on when placing the order. You are surprised, because the store does not hold any promotions, the discount is not specified in the contract, and the seller does not remember such a promise. The only way out of the situation is to listen to the recording of the telephone conversation. After all, unlike Excel and other spreadsheets, CPM has such a function. As a result, you will find out whether the manager promised a discount, and you will not lose customer loyalty.

Integration

In any work, there is such a thing as the human factor. Due to banal inattention, there is a possibility of losing some leads. If you integrate CRM with application receiving channels, managers will not miss a single client. The most useful integrations include a website, email, IP telephony, social networks and messengers, as well as SMS mailing services. Let's dwell on each of them in more detail.

One of the most important integrations is the official website. After connecting, all the information that the client leaves on the website will be displayed in the CRM. The program will independently create a buyer's card and remind the manager to contact him.

No less useful is the telephony integration. Thanks to it, with each incoming call, a client card will open, which displays the full history of interactions. Thus, the manager immediately understands who is calling and for what purpose. In addition, if the call was missed, the system will independently set the seller the task of contacting the client.

By connecting messengers and social networks, managers will be able to respond to messages directly from the CRM. Working on the principle of a single window will significantly increase the speed and quality of interaction with customers.

By connecting messengers and social networks, managers will be able to respond to messages directly from the CRM. Working on the principle of a single window will significantly increase the speed and quality of interaction with customers.

You can also connect any number of emails to the program. Thus, all received letters from all mailboxes will be displayed in CRM. Any correspondence can be found in just a couple of clicks. Moreover, a new client card will be created directly from the incoming letter. The system will automatically transfer data about the person from the mail, as well as the full history of correspondence.

SMS services integrated into the system automatically send messages to customers at different stages of sales. For example, the CRM can notify a person about the receipt of payment, the status of an order, or new company promotions. Messages can be personal. The program can be configured to substitute the name, order number, or any other data into the text.

To help managers process new requests as quickly as possible, the CPM system can be configured to send automatic notifications.

Task management

Managing tasks and meeting deadlines is much easier when there are reminders. Sticking stickers on a computer monitor is a thing of the past. In a CRM system, employees themselves can set reminders, just like a manager. For example, a customer asks to call him back in two hours. Then the manager sets a task in the client card: “Call back at 2:00 PM”. It is at this time that the system will notify the employee to make this important call.

This feature also helps salespeople encourage customers to make repeat sales. After a successfully closed deal, a manager can set a task: “Offer services again in two weeks”. There is no need to keep the task in mind or write it down in a notebook. At the appointed time, the software will send a message that it is time to make a call. If the manager’s calculations are correct, and it is at this time that the client will need the company’s services again, another deal will appear on his account.

In addition, the system can create tasks that repeat with a certain frequency. For example, if you need to remind a client about yourself every month or congratulate them on their birthday every year. Simply set a recurring task and CRM will remind you about it on the set date.

Automation

Process automation can significantly facilitate the life of a company. This is especially true for medium and large businesses, where there are dozens or hundreds of customers. With such a large number of customers, it is difficult to maintain their loyalty. Someone forgot to call back, another - to send a corporate offer, and a third - to remind them to make a payment. To save employees from routine tasks, you can set up auto-scenarios in CRM.

Many managers prefer to set up automatic sending of emails. When a deal moves to the "Commercial Offer" stage, the client automatically receives an email. Thus, the manager changes the status of the deal with just one click and the software sends the CP itself. This approach significantly saves employees' time.

Second example: You prefer that only the head of the sales department works with large customers. Set a scenario in CRM according to which in transactions for a certain amount, the person responsible automatically changes from an ordinary salesperson to a manager.

You can set up automatic reminders using the same principle. The system can notify about an expired insurance policy, the need to call the customer back and find out his decision on the deal, etc.

Analytics

The CPM system allows you to effortlessly upload statistics on any indicators: the number of leads, successful deals, the size of the average check, the most effective channels of engagement, etc. Thanks to this, you can adjust the company's work. For example, improve the corporate offer, more carefully monitor payment, etc. Statistical data allows you to identify ineffective advertising channels and thereby save money on promotion.

Regular study of statistics in the program will help to identify and eliminate the company's weaknesses in a timely manner. This has allowed many managers to retain customers and their loyalty. To generate reports, just go to the "Analytics" section, set the necessary filters and click "OK". The information will appear on the screen in a matter of seconds.

How to choose a CRM for working with a customer base

Maintaining a customer database in CRM is a convenient solution that every company comes to sooner or later. When it comes to choosing a suitable system, it is necessary to take into account many different factors. Expensive software does not always have sufficient functionality and can be adjusted to the specifics of a particular business. Therefore, price is by no means the main selection criterion.

It is better to pay attention to:

- Functionality. We recommend that you determine in advance the set of functions necessary for the successful operation of your company. Having such a list on hand, you will significantly save time.

- Clear interface. It is important that there are as few different badges and icons as possible in the workspace. Employees get used to a convenient interface within a few days. Take advantage of the trial period.

- Integration capabilities. For effective sales, the system should integrate with various channels for receiving applications: website, telephony, messengers, etc.

- Ease of setup. CRM should be easy to reconfigure without the need to make radical changes.

- Availability of a mobile application. It is desirable that the program can be used both from a computer and from a mobile phone.

Specialized narrowly focused systems are very popular. They are tailored to the needs of a specific business area and do not have unnecessary functionality. In particular, the best option for automating water delivery is Venta-CRM.

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© 2019 - 2024 • Venta-CRM

Telegram

Home

Tariffs

Video review

Blog

About the company

Contacts

Offer contract

Opportunities

CRM system

App for couriers

Order management

Route optimization

Website + CRM (for water)



© 2019 - 2024 • Venta-CRM