Guest post by Daniel Bishop
No matter your business’ size, the way you manage customer relationships has a big impact on your success.
When a small business kicks off, the main focus is on generating leads and establishing customer relationships. Since there are fewer contacts and not much customer history yet, maintaining these relationships is manageable without a customer relationship management (CRM) system.
But the number of contacts and information can multiply at an incredible pace. And this leaves many small businesses overwhelmed and with their growth at risk.
Relationship management technology is available to help growing businesses stay connected to their customers, increase productivity, and streamline their operations for better results.
Here’s how relationship management technology can help you improve performance across different fields and grow your company.
Stay Organized And Improve Access To Customer Data
A CRM consolidates all your customer data into one location. This way, it’s accessible to all your teams—from sales to marketing to customer service. Customer data includes…
- customer contact information (email addresses, social media accounts, phone numbers, websites, etc.)
- communication history (so you can track all interactions with customers and prospects conducted via phone calls, support tickets, email, online chat, etc.)
- customer buying history
- the length of customer relationships
- and information about how customers found your business.
With this valuable information compiled into one platform, you’re able to synchronize your teams, improve collaboration, and organize workflow. And most importantly, you can ensure you communicate with customers consistently as a business. This allows you to manage the growing complexity of your operations as you scale.
Find The Right Opportunities
When you invest a lot of time and resources into lead generation, the next step is to maximize your marketing tools’ efficiency. (You don’t want to waste time on bad leads.)
When you integrate your email campaigns, social media, and marketing automation with your CRM platform, you gain an insightful overview of the most up-to-date information about your leads and prospects.
The compiled information is crucial for both sales and marketing teams to target the right opportunities at the right time and boost conversions.
Streamline Your Sales Process
Using a CRM system to ensure your sales team seizes every opportunity to reach the hottest prospects at the right time is already a huge step towards boosting sales productivity. But that’s not all.
With access to highly organized information about customer interactions, it’s much easier for your sales team to close deals faster, determine opportunities to upsell and cross-sell, and develop well-timed referral plans. This maximizes the sales potential for existing relationships and improves sales effectiveness.
Ultimately, using a CRM system minimizes the cost of sales for your business. Better yet, small B2B operations have access to free CRM software, which lets them view and track sales throughout the entire funnel. This improves their techniques and builds a standardized sales process without a single invested penny.
Anticipate Your Customers’ Needs
As you can probably tell, CRM technology is far from just a list of contacts for your business. All this data means you gain a lot more insight into your customers’ interests and behavior so you can identify customer needs and establish a more personalized buying experience.
Not only does this positively affect sales and marketing, but also helps you offer better customer service and resolve problems more efficiently.
All in all, you’re able to focus on your customers and interact with them smoothly. And this increases customer satisfaction and brand loyalty.
Sustainable growth requires technology to optimize performance. A CRM software helps free your team from the biggest productivity-killer: manual data-entry.
CRM software also reduces time spent on operations, such as hunting for contacts. This way, your teams can focus on building and strengthening customer relationships. And when you use all the available data to standardize your sales process, you have a much easier time training new sales reps.
CRM software means a boost to your sales, marketing, and customer support teams, and to your entire organizational structure. Leveraging CRM software helps you form strategic, long-term plans, seize incoming opportunities, and scale in a healthy way.
About the author: Daniel Bishop started as a content consultant for small SEO and web design companies. Online consulting was perfect for him, as he is highly social and loves to travel. After settling down in Europe (for the time being), he finally found his place as a junior editor for Design Rush, a B2B marketplace connecting brands with agencies. Always searching for new opportunities, he loves sharing ideas with other professionals in the digital community.