Set Your Business Apart with a Future-Focused CRM

Customer focus is fundamental to modern customer relationship management CRM The generic linear customer journey with no true USP is no longer enough brands must now differentiate themselves with a new model one which serves the right customers the right message at the right time and on the right channel That sounds great but what does it look like in practiceBasic CRMBasic CRM exists primarily to facilitate a straightforward customer journey and while functional it devotes little attention to a USP or a sense of delight Most companies have now adopted some form of CRM and it can be incredibly hard for brands to differentiate themselves in a world of similar systems Common CRM features include personalized mail and welcome pages review functionality and outreach to customers that haven39t shopped in a while or have abandoned their basket These features do work to drive sales but they rarely leave the customer with the impression that the business has gone above and beyond to serve them Businesses that don39t look beyond this level of approach will sooner or later be left behindAdvanced CRMThis is where advanced CRM comes in By using data more effectively businesses can surprise and delight the customer before driving the next action making it not only seamless but enjoyable to progress through the customer journey For example worldclass CRM could incorporate gamification geolocation VIP communications and personalized shopping experiences amp8211 in addition to but separate from personalized offersUrban Outfitters for instance goes beyond a traditional loyalty program by recognizing and rewarding total behavior with discounts and special offers Total behavior could be creating a wish list in the app reading the Urban Outfitters blog or enabling push notifications Netflix and Uber are specialists in preempting the customer39s needs and tailoring their content and offering to fit them Netflix leverages personal data to power accurate behavioral recommendations on what customers would like to watch next Uber keeps its finger on the pulse regarding transit strikes in cities across the world and proactively reaches out to its customers offering them an alternative transport solutionEvolving your business39s CRMDeveloping a more advanced CRM is all about improving the customer experience For instance rather than clogging the customer39s inbox with barely customized emails reach them on the platforms where they39re most comfortable Adopt an omnichannel approach to do so Speak to them on social SMS WhatsApp and amp8211 if it truly is the user39s preference amp8211 email This improvement in communication helps the brand to form a closer relationship with the customerMass emails where the only customization is a personalized greeting at the top just don39t get the customer39s attention anymore Rethink the traditional fixed cadence of communications and deliver messages in realtime at moments triggered by the customer Make messages personally relevant beneficial and ideally form a small part of a larger loyalty programImproving your CRM relies on using data to keep current customers engaged and attract new ones Whereas many brands still rely on a singlesource data capture system and struggle with multiple truths worldclass CRM demands an approach involving multisource intake and a unified version of the truth The customer experience must be constantly reviewed and improved based on the latest data In terms of structure advanced CRM means freeing customer communications and planning from their separate silos and unifying them into a single group focused on planning the ideal unified customer experienceCRM has been redefinedCondensed down to deliver growth businesses must drive brand preference through brilliant experiences and grow customer loyalty via meaningful interactions in the right channelsClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Set Your Business Apart with a Future-Focused CRM

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Lorenzo Vasini

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Set Your Business Apart with a Future-Focused CRM

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Lorenzo Vasini

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