- 50% of the small businesses are trying to survive and generate required funds for improvements, upgrades and expansions. – SkyLight IT
But I have also seen many Australian businesses starting with just one to two employees in a local coffee shop, their garage or a backyard and growing up to more than 100-200 employees‘ company with their footprints spread globally. What makes all the difference? Some businesses manage to flourish while some fade away. The entire difference in the game comes by using an effective CRM for contact management.
A report from Gartner states that 65% of any company’s revenue is generated from the existing customers. And, the expense increases by five to eight times when it comes to acquiring a new customer. The fact is quite certain that existing customers are more likely to purchase from you again and they will also act as a word of mouth for your brand. Also, since the collaboration is becoming the new norm for any business’s success it is essential for all departments such as sales, marketing, post-sales, support and others to remain updated regarding the details of each and every customer. A CRM for contacts is a comprehensive solution wherein all teams can have the required visibility and can drive insights Keeping this need of the hour in mind, I have devised certain tips that can help you build an effective contact management strategy.
1. Remember that customer data is dynamic
If the data, you have is wrong then there are all the probable chances for you to deliver the messages to the incorrect destination. Sometimes, it might happen that your message is altogether lost. And, if this is repeated numerous times by many departments then there are chances for you to lose the customer.
It is also true that customer’s location might change over a period of time, they might switch or upgrade to your other services. They might change their email addresses too. Therefore, you also have to keep in mind that the customer’s data and preferences keep changing and you need an efficient CRM for contact management which allows you to update the information numerous times and in the easiest way.
2.Take quick action on any customer preference
Every interaction with the customer should be recorded and shared with all the concerned departments. Customers always prefer personalised interactions and messages, therefore, ensure that all your team members have the correct details of your customer. Also, take care that you are using only those channels which customers are using to contact you. For example, if they are contacting you through an SMS then reply to them over a text message only. Consider the timing aspect also. If the customer has stated that they are available on weekends only then contact them on Saturday and Sunday.
3. Map contact details with relevant accounts
Reaching out to the correct person is the main difference between a sales win and a sales loss. Therefore, it is necessary for you to keep checking the contact details and also update them regularly. Categorisation of customers in different divisions such as prospect, warm lead or a customer is also important. Select a CRM solution that enables you to segregate contacts according to their status.
An investment in the CRM for contact management can help you with all the three points mentioned above. And, with that in place, you can also ensure that all your employees are on the same page as far as the contacts are concerned. Creating an environment where all your team members are updated will enable you to deliver superior customer experiences which is quite instrumental in defining your small business’ success.
Brendan works as a Product Manager at Quiddity, an amazing workflow and customer relationship management tool for small businesses. He has a passion for design and problem solving and loves to share knowledge and collaborate with others.