Any business, regardless of size or specialty, should prioritize customer relationship management. This tactic offers the chance to increase client loyalty, draw in new clients, establish higher credibility, and enhance the reputation of your company.
However, many managers still have difficulty figuring out what to do to plan and achieve this goal, ensuring that people who close deals actually become promoters of their organization. For this reason, we have prepared this material so that you can check out some tips for implementation. Keep reading and find out more!
1. Know the customer
First of all, it is important to know your customer and understand their specificities. Only then will it be possible to identify their investment priorities, what can be done to attract more qualified people to your sales team, and adapt your tone of voice for different channels.
Therefore, we recommend that you study your persona. This is a semi-fictional representation of your ideal customer. The difference for the target audience is that the persona is more detailed and provides more information about potential customers.
Example:
- target audience — people aged 30 to 40 looking for an accounting firm;
- persona — Isabela, 35 years old. She works in a small company and centralizes all financial activities. For this reason, she does not have time for more strategic decisions and there is also no way to perform data analysis. In this sense, she continually searches for content to automate and optimize her work on professional social networks (LinkedIn, for example) and, for this reason, she understood that outsourcing some activities would be the best solution. Therefore, she will hire a reputable accounting firm with a good reputation in the market to take care of some bureaucratic aspects.
Of course, the persona study provides a lot of other information about its base, but it is a practical example of the difference and how this understanding helps you implement strategies that improve the experience.
2. Invest in quality service
Investing in quality customer service is also a practice that cannot be ignored. To achieve this, some strategies can be studied and passed on to employees, such as:
- train the team so that they value each customer’s experience as unique;
- be transparent with the public, regardless of the context;
- adopt a humanized service, since this strategy helps people feel valued and identify the attentive look that your business has towards the public;
- offer channels so that the public can ask questions or make an initial contact (chatbots, today, have a huge impact on having this first moment with your customer);
- use tools that contribute to the organization of services and consultations by your team, among others.
3. Offer exclusive benefits
We know that the market is increasingly competitive. For this reason, offering exclusive benefits will ensure that you have an edge over your main competitors. Consequently, the relationship will be improved, since it will be understood that your business is concerned with generating value and truly delivers it to the public.
Among the benefits that can be offered, we can address:
- personalized service according to the particularities of each client and the needs of each person who has signed a contract with your business;
- offer exclusive content to your base, such as courses, videos and articles, specifically considering the reality of your audience;
- offer discounts to customers who recommend your business to other people, as long as the contract is closed;
- be in continuous dialogue with the public, so that you bring more consultative conversations and that the partnership offers tips and ways of dealing with day-to-day life, according to the specificities.
4. Keep an open channel of communication
You can’t talk about customer relationships if you don’t maintain an open channel of communication.
To do this, you must first invest in relationship marketing. As the name suggests, this is a strategy that helps to maintain a stronger customer base, as well as providing guarantees for new partnerships that will be successful for your business. In this sense, have an updated database to understand who your customer is and also collect feedback whenever possible so that you know how the public perceives the company.
It is also important to have occasional meetings with your team. This gives you the opportunity to understand what points they have observed that can be improved and what your company is good at, as a way to enhance it.
Relying on technology as an ally is also an important practice, as it helps to optimize the work of your team as a whole and allows them to give special attention to each person according to their particularities, which strengthens ties and facilitates contact between both parties.
5. Monitor performance
Regardless of the strategy adopted, it is necessary to monitor performance and identify which actions are actually effective and which ones do not bring as many benefits to the results and to the relationship with your audience.
Therefore, have detailed reports of each of your actions, study the data and identify areas for improvement. Continuously conduct satisfaction surveys with your base, as this, more than anyone else, will provide a more accurate view of your actions, contribute insights to your service and allow your team to identify whether the tools are actually bringing the expected return.
In this material, you were able to understand a little more about customer relationship management, its differences and how to improve it. By applying these tips, there is the possibility of establishing an emotional connection with your audience, thus considerably increasing loyalty.