February 19, 2020

Winning the Hearts of Customers with CRM

lady smiling outside store holding shipping bags

The greatest challenge for some businesses is figuring out how to connect with their customers. They’re always on the hunt for a relationship that creates lasting impressions and opens the door for continuous engagement and unique selling opportunities. Wouldn’t it be great if you could find what message works and then use it over and over, rather than start from scratch each time? Offer your customers a memorable experience by understanding how they relate to your brand. By utilizing CRM, or customer relationship management, you can then begin increasing interaction by building campaigns that promote customer retention through personalized messaging and positive experiences.

The first step to a successful CRM program is a deep dive into your customer data to identify customer shopping behavior. Next, you’ll segment them according to their commonalities, and engage them with content specifically tailored to their interests, behaviors, and trends. CRM takes out all guesswork, letting you keep the focus only on those campaigns that perform the best.

The Importance of Experience in CRM

According to a Salesforce survey, 84% of respondents ranked the importance of experience at the same level as the quality of products or services. Whether you are marketing to new or existing customers, people go wherever the best experiences take them.

Have you ever had a great waiter that remembers your personal preferences, learns your tastes, and recommends a new menu item that fits your liking? Now, that’s a great experience!

A positive experience could mean anything from discounts on items you know they frequently purchase, reminders to reorder, or even just a thank you or birthday card for being a loyal customer. You’re more likely to gain their loyalty by showing them you care about who they are as a consumer, rather than just being one.

Exceptional Experience = Convenience and Care

A/B Testing and Segmentation

Start by getting to know what works for your existing customers. There’s so much data you can look at, including response rates, personal likes and dislikes, e-mails opened, e-mails replied, and even social media activity. This analysis is all well and good, but the only way to truly gauge what’s working and what’s not is A/B micro-testing. You’ll be able to narrow down the most relevant, engaging content, giving you a better understanding of your particular audience’s interests. You can then produce similar campaigns with increasing success. It’s important to test all the variables: the discounts, promotions, images, product offerings, messages, etc. to gain the most insight possible.

With a CRM database, you are also able to segment your customers based on their needs, which are determined by purchase history and past behaviors. All customers have different needs, so it’s important to tailor products and messaging to meet their expectations for your brand. How many broad, generalized messages do you get in your inbox daily? Too many, right? Segmenting your CRM communications will set you apart from the rest. Through segmentation, AI (artificial intelligence) and today’s marketing technology, customers expect brands to know them and their shopping behaviors.

Segmenting your subscriber list could not only help to increase revenue, but marketing metrics will improve, as well. You can get into the minds of the customer, understand what they like and dislike, then show them similar or complementary products, thus increasing ticket sizes and shopping frequency. Elevate the customer experience and take segmentation to the next level with loyalty programs and a customizable 1:1 messaging platform.

Using AI to Create Personalized Experiences and Increase Ticket Size

After you’ve collected all of this customer data, what do you do with it? AI helps you to make sense of the immense amounts of data stored in a CRM program to drive improved business outcomes.

AI and machine learning algorithms can reveal popular products and identify patterns in customer behaviors. Utilizing these insights should be a key driver in your marketing efforts, leading to enhanced selling opportunities. CRM platforms built with intelligent, real-time capabilities allow companies to move toward a more connected, customer-centric approach. The more opportunities marketers have to utilize personalized messages and experiences, the better the chance of winning the hearts of your customer.

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