It doesn’t matter where you do business, what you do or whom you do business with. It doesn’t matter how long your operation has been running, what your annual turnover is or how many people you employ. Your business success depends on one single thing… Your relationship with your customers. Businesses underestimate customer relationships at their peril. In an era where customers know that they can afford to be fickle, no business can afford to rest on its laurels or take its customers for granted. If you haven’t already invested in Customer Relationship management (CRM) software, it could be to the detriment to your business and how you are perceived by your customers.
Which CRM is right for me?
This is a decision that nobody can make for you. The good news, however, is that the CRM market is incredibly strong with a number of industry specific CRM solutions designed to meet the specific needs of niche industries like this private equity CRM. If you’re looking for a good all-rounder, however, you can’t go wrong with Salesforce, Zoho or Insightly. These are all user friendly and scalable with pretty robust functionality which should be more than capable of meeting the needs of small businesses.
They can ensure consistent customer service
You may find that a number of your customers have a member of staff with whom they regularly deal and that employee has become their favorite. They have a great relationship with them and they know the customer’s needs. However, when that employee takes sick leave or goes on vacation, this can leave a blind spot for your customer care.
A CRM allows employees access to transaction data, conversations and notes that give a great snapshot of the customer and allows all employees to meet their needs seamlessly.
They can add value to customer interactions
It’s a rare and beautiful thing to be able to pleasantly surprise your customers. The notes section of a CRM can show them that you care and add value to your interactions. A good CRM will be able to let you give a customer a little treat on their birthday, congratulate them on a wedding, job promotion or kids’ graduation. It allows you to remember the little details which will show the customer just how valued they are.
They can help you to pre-empt your customers’ needs
A knowledge of the past can help you to better prepare for the future. Knowing your customer’s history with your business can help you to ensure that you can promise them a better future. When you have access to historic data like previous purchases and previous conversations you have a much better understanding of how to meet their needs without asking them anything. You’ll know their peeves and flashpoints, you’ll know what their “usual” is and you’ll be able to make them feel heard, acknowledged and valued.
They can keep your marketing materials ultra-relevant
A well informed customer is a happy customer. The more you know about them, the better able you are to send them hyper relevant marketing materials to promote new products and offers based on their previous purchases and interactions with your brand.
A CRM can be a lifeline for your business. Just make sure that, in turbulent and competitive waters, you reach out and grab it!
