Are You Guilty of Making these CRM Mistakes?
Customer relationship management (CRM) plays an important role in a business’s success. Businesses that neglect their customers may struggle to stay afloat in today’s highly competitive marketplace. So today we’re going to examine some all-too-common CRM mistakes made by businesses.
Not Using CRM Software
Why should you use CRM software? Simply put, it’s essential when handling large volumes of customer data. As your business grows, you may struggle to find information that will save you time on your target customer. Even searching for new business will be impossible without have a CRM to stay organized. Thankfully, the right CRM software can take this burden off your shoulders.
Not Addressing Customers by Name
Addressing customers by “madam” or “sir” isn’t an effective way to build lasting, positive relationships. Rather, you should address customers by their name. You should including in your list, what is your customer nickname, or pronunciation that enables you to personal all your communication. According to a 2013 study cited by MarketingLand, personalized emails generate six times more conversions, yet only 30% of businesses use them.
Not Following Up with Inactive Customers
When a customer remains inactive for several months or longer, try following up with him or her. Whether it’s email, direct mail or even a phone call, follow-ups such as this can turn dormant customers into active customers.
Manually Handling all Customer Correspondence
There are some CRM tasks that should be done manually, but others should be automated. If you log into your business’s Facebook account to publish new posts several times a day, for instance, you should consider automating this task. Services like HootSuite allow users to create and schedule their Facebook posts in advance.
Not Segmenting Customers
One of the fundamental practices of CRM is collecting data about customers and their behavior. Business owners who fail to segment or collect specific and unique data however, can’t effectively use this data. For instance, you could segment your customer list by gender, new vs returning customer, and average purchase amount, using this information to provide a more personalized experience.
Overlooking Customer Reviews
Monitoring customer reviews is an important step in maintaining healthy customer relations. As noted by eConsultancy, 61% of consumers read online reviews before buying a product or service online. By monitoring customer reviews, you can handle complaints and subsequently turn negative reviews into positive ones.
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