5 Best CRM Practices and Trends that You Must Know
Every business has data, let’s use it. Customer relationship has lot more than just gathering customer information and arranging them tidily in a system. In order to maximize the impact of customer relationship management system on your customer service you need to incorporate new trends that will challenge marketers. So, It’s time to re-imagine how business operate based on data, to explore the true potential of CRM systems and it can prove to be a decisive difference between you and your competitors. Here are few trends you need to shift to:
1. Content: Consumers are much more sophisticated today and they look for content that is interesting, relevant in-depth and readily available on all platforms. Corporate websites are loaded with content, but companied need to make it relevant to make that emotional and rational connection that is necessary for engagement. Hence marketers need to create shareable content and micro sites to highlight products and promotions, but also deliver targeted messages relevant to the buying stages. Some brands are already leveraging this and are finding that content can be four times more effective than a traditional marketing campaign. Let us see some brands who are using content to lead in market:
- P&G’s Being Girl
- Louis Vuitton: Art
- Red Bull: Sport
2. Geo-location: This factor has an impact both online and offline world equally as we now have a physical cookie. We are talking about customers near or in brick-and-mortar stores or digital kiosks receiving geo-located messages and offers. Retailers are already having consumer data stored with them with the help of CRM software and they can now, via mobile phone signals, track customer movements around and within a store. They can even keep a record of repeat shoppers and their in-store behaviour. This is beacon technology, which also makes it possible to push messages to consumers when retailers think they are relevant to consumers. Although this technology is still in its infancy, is rapidly being adopted by retailers and making data analytics shift to a new level.
3. Customer Experience: As the choices are increasing customers are becoming more frugal and demanding. According to McKinsey, 70% of a consumer’s buying experience is based on how they feel they are treated in and out of store. So it is very necessary to satisfy today’s empowered customer by offering a holistic experience across all company touch points and developing the infrastructure that can enable knowledge sharing and smart communication.
4. Personalized and Customized Approach: In order to be effective in coming months and year ahead, companies will make efforts to know more about its customers and use that insight to talk, engage and interact with their customers more frequently, meaningfully and in new and innovative ways (including mobile, content, apps, blogs, social media). With just customer’s phone number, marketers can now learn customer habits and offer more proactive services. Marketers now have access to tool that learns from one’s phone and tablet activity to make intelligent choices based on customer behaviour.
5. Omni-channel: It is critical today, as many brick-and-mortar stores are experiencing slow growth in sales year-over-year and at the same time the online component of omni-channel continues to do well. This is because consumers are slowly are shifting more online. Companies that understand that the brand’s offline dynamism needs to be recreated online will be the one that survive and prosper. Customers want a seamless and consistent experience, digitally and offline. Mobile is main stream now, and will continue to grow and dominate. Marketers now need to put their concentration on mobile for the omni-channel journey. They need to implement strategies that touch the consumer’s browsing and buying journey. But just design and technology is not enough to take them far, they need to ensure that they are developing a differentiated value proposition for their organization along the way.