t’s no surprise then that it’s more important than ever for companies to adopt a customer-centric mindset. In fact, according to CMO Council research, 73 percent of marketers believe that customer centricity is critical to their company’s success, yet only 14 percent say that it is a hallmark of their company. One way to be more customer-centric is to leverage a powerful customer information engine, a CRM. A CRM solution can help businesses listen, understand, provide relevance and optimize the value of content interactions and relationships from the customer viewpoint, a topic discussed more in this free RBA e-book.
For marketers, this all starts with aligning your CRM with the three Ps of customer-centricity – proactive marketing, predictive sales, and personalized support – to recognize who, when, where, what and how to communicate with potential, new or legacy customers. Especially if you’re taking an integrated marketing approach, your customers need to be driving the decisions your company makes.
If you’re looking to get ahead of your customers and show them that you are dedicated to meeting their needs (even before they reach out to you), proactive marketing should be the first tool in your toolbox. How does this work, you ask? Your customers are likely already talking about your business, so start by monitoring social media channels and tap into the Internet of Things (IoT) to gather personalized data. Then, use your CRM solution to capture these specifics to help you make informed marketing decisions.
Understanding how customers use your products or services isn’t enough; you have to adapt to their changing needs and lifestyles. A CRM solution can be a powerful asset for identifying emerging customer trends, which can be used to guide marketing, as well as sales and customer service strategies. According to McKinsey Research, when sales teams use this information to tailor their upsell tactics and cross-sell offers, your company can increase its subscription earnings between 10 and 15 percent.
These days, customers expect to be able to contact your company however and whenever they want. It should be a no-brainer to use your CRM solution to give customer support agents access to full customer history and preferences to meaningfully engage with those customers. For example, if you only interact through email, you cut off your customers who prefer real-time interactions like phone calls, Twitter or online chat sessions. Harness the data you have to reach them at the right time, with the right information, using the right method to make him or her feel valued. Remember that technology can only go so far in keeping customers satisfied so exceed customer expectations by providing a “human touch” with your superior customer service.
Your company’s ability to provide a personalized experience for current and prospective customers depends on the quality, accessibility, and relevance of your data. A CRM combined with a customer-centric mindset can ultimately help marketers make each engagement personal, simple, helpful and effortless.
Looking to evolve your marketing strategy with the use of a CRM? Look no further than this e-book for tips on how to streamline your workflows and processes, and keep up with tech-savvy employees, among others: How to Make Your CRM Indispensible to Sales and Marketing.
Evan Watson is a CRM Solutions Architect for RBA, a digital and technology consultancy based in Minneapolis. In his role, Evan is responsible for leading architecture and design activities with RBA clients and assisting the team whenever possible. In his spare time, he loves developing apps and spending time learning about new technology.