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Seven Ways to Leverage CRM Solutions to Drive the Ultimate Customer Experience

TMCnews


TMCnews Featured Article


July 13, 2011

Seven Ways to Leverage CRM Solutions to Drive the Ultimate Customer Experience

By Susan J. Campbell, TMCnet Contributing Editor


In the world of customer relationship management (CRM), it is better to give than it is to receive. Going the extra mile with high quality customer service, discounts or even gifts is often rewarded by a loyal base and new customers, according to CRM solution experts and business owners interviewed by Enterprise Apps Today.



The article issued by Enterprise Apps Today suggests that there are seven ways you can elevate customer relations to a level that not only enhances a business relationship but develops long standing loyalty and increased sales.Making it all about your customers is an esteem booster in CRM solutions. Confident consumers are more likely to recommend a product to other people. 

Mark Brundage, co-founder of Adaptu.com, recommends highlighting customers that are the most active and make them feel special. Doing this, he says, is creating a prime advocate for your business.Most people will tell you they remember their experience. BatchBlue Software chief communications officer and co-founder, Michelle Riggen-Ransom, understands that when CRM solutions play a critical part in that experience it’s not just about the service. 

She said that by educating and then empowering your customers on how to best use your product through such channels as webinars, one-on-one startup sessions or blog posts, you are providing quality.

Remember to include the entire experience, from start to finish. By following up with current customers who used a product or experienced a problem with a product, Riggen-Ransom urges the use of a CRM solutions system to track activity. Maintaining contact with future customers is equally important. A quick letter or note to an interesting party at a trade show can speak volumes in CRM solutions.

The key is giving. A simple thank-you gift for loyalty goes a long. PhotoArts Imaging Professionals in Hattiesburg, Miss., included a free mouse pad that allowed them to include their holiday card or photo with their photo order. President Kim Du Boise said the company’s customers appreciated the gesture and doing so helps create brand loyalty.

Business to Business customers enjoy gifts, too. BatchBlue receives numerous presents from chocolates and popcorn to t-shirts and promotional items. All of this generosity is noted in the CRM solutions system at BatchBlue. What’s better than gifts? Rewards, discounts and cash. Any customer wants to be appreciated and companies should offer some incentive to those loyal patrons. 

American Express (News - Alert) Israel, for instance, partnered with social CRM solutions vendor FanGager to offer customers reward points for actions such as opting in to their newsletter, participating in surveys, registering for global shopping service and other CRM solutions’ activities. FanGager chief executive officer and founder Eran Gefen (News - Alert) shows that CRM solutions have the potential to take fan engagement to a whole new level. He says the long-term benefits of such engagement activities is that brands build a cohesive database of customers according to involvement and social media interactions. Encourage your customers to spread the word. 

Rewarding customers with a referral program can build upon the CRM solutions system. Some businesses are already taking a lead in utilizing this technology. The CRM solutions at Avidian Technologies capture and track customers as potential referral partners. Avidian also uses the CRM solution’s workflow automation to follow up with new customers after the sale. The cycle continues to repeat itself as each partner begins a new loop in the CRM solutions system. Encouraging CRM solutions to pay close attention to the customers, companies can develop leads on other outlets to filter new customers through like Twitter, blogs, Facebook, Yelp or LinkedIn (News - Alert).


Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.






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