CRM Strategy: How to put the customer first? See 5 steps!
A correct CRM strategy is one that uses data in favor of the company and creates a unique and continuously positive experience for all customers. It is essential to understand the tool and have clear goals to continuously prospect, retain and delight consumers. For this, some actions are necessary.
What company doesn’t want to have a round process, from prospecting leads to the signed contract?
And, during this journey, provide an experience in which customers (their pain, needs and challenges) are the center of attention?
The truth is that this is not exactly a differential for companies: it is a necessity.
Technology has advanced. Access to information is increasing every day. And that made the demand of consumers increase. Bargaining power is, with rare exceptions, with the customer.
Therefore, having a CRM strategy is, without a doubt, a differential for any business.
Today’s article details how a CRM can decisively contribute for a company to be able to put the customer at the center of the actions.
How to enchant him from the first contact and generate value for him?
Stay with us.
5 Steps to Implementing a Customer-Focused CRM Strategy
Before we get into our walkthrough, it’s important to understand that a CRM strategy is much more than just implementing sales software.
It is necessary to have the customer experience very well mapped. And, also, it is essential to have two other points that are very well defined and strengthened:
- Sales goals with a CRM ;
- A CRM culture spread throughout the company.
After all, let’s face it. Even if the sales team will directly operate the CRM, the entire company needs to benefit from it.
It is the technology that gives the north of the actions. That shows the pains of customers, their behavior and provides an experience that contributes to their success.
That’s why it’s so important to have a defined CRM strategy.
We separate 5 steps to implement and always ensure the focus on the customer and on achieving your goals and objectives with the company.
1 – Focus on the data and information that really matter
It is common, when implementing a CRM strategy that companies run into obstacles that prevent them from extracting the most that the tool offers.
In fact, it’s more common than it sounds. This because:
- 50% of CRM implementations do not meet sales management expectations ;
- Up to 69% of CRM implementations fail because there is not enough planning and engagement in the sales process.
Therefore, a good CRM strategy is focused on optimizing all process steps, activities and funnels within companies.
The first important point is to understand – and map – the necessary activities and actions that help to improve the customer experience.
You need to do your homework and understand the persona of your business well:
- Favorite contact channels;
- Demographic information;
- Interests, tastes and habits;
- Purchases historic;
- Site visits;
- Downloading materials (which? of what types? how often);
Focusing on wrong – or inaccurate – data will decisively contribute to increase the CAC – Customer Acquisition Cost. And no company wants that.
So what is the data that really shows your company what the customer wants, when he wants it, and how he wants it?
It’s an ongoing effort. Almost like an endless cycle that demands:
- Find, map and centralize the information of each of your customers in the CRM;
- List the information according to the needs and pains that the persona of the company has;
- Prioritize customer information by the value it brings to the company;
- Remove information that is duplicated or incorrect;
- Automate the entry of leads into the sales or pre-sales funnel;
- Strengthen the culture of having all data filled in within the CRM;
- Repeat and review these steps continuously so you don’t miss any important information.
2 – Seek to standardize everything for your CRM strategy
The alignment between marketing and sales is essential for several reasons in companies. But here, let’s pay attention to two of them:
- the sales sector, which is in contact with the customer, demand content based on the pains that the consumer has and that are mapped;
- Make the switch from marketing lead to sales at the right time and in the right way.
These two elements are essential for the company’s success. So, you need to have both teams really aligned.
It may sound silly, but the first step is to standardize communication. Even using the same terms of sale to avoid misunderstandings.
The lead will go through several funnels to reach the seller. The information will be inside the opportunity and it must be clear to everyone who will work on it.
- You must use the same nomenclature for the term;
- Standardize tag names according to defined categories;
- Have a standard for registering customers and documenting strategies within the sales playbook.
Look for standardization in everything:
- What will a potential customer be? An opportunity? A prospect?
- Stages, stages or phases of the sales funnel? Or is it pipeline?
But don’t just focus on terms. Focus on requirements. For example, what steps must the lead go through to become marketing qualified and join the pre-sales funnel?
One way to make this mission easier is to design (actually design) the customer journey.
A flowchart works well, showing the stages it goes through to actually make the purchase.
Don’t forget anything:
- Acquisition channels;
- People and teams involved;
- Slapping change triggers;
Review and see if it makes sense. Talk to the areas to complete the journey.
And then, of course: use the data that CRM has to generate value at every stage for your potential customer.
3 – Centralize data to streamline the process
Where is the company’s sales data today? In spreadsheets? Notes in Word? In notebook? In a simple CRM?
Well, you will have a lot of work, but you need, in your current CRM, complete, to have all this information filled in and updated.
SEE HOW TO MIGRATE SALES WORKSHEET DATA TO CRM
A good CRM makes it easy to create custom fields for customer registration – which is great for you and for the peculiarities of any company.
See which fields make sense because it is within the CRM that the entire sales force will be able to find all the information about the life cycle of each customer.
It is also essential to make use of a CRM integrated with other platforms to speed up the process:
- marketing automation;
- Catboats and online chats, etc.
From there, you can deliver value more quickly to the lead – without letting it cool down in the pipeline.
4 – Automate (without generalizing) the customer experience
The automation of sales processes is essential to increase the team’s productivity, saving up to 23% of the days’ time.
And it’s also critical to delivering the value the customer needs to improve their experience.
Although a cliché, the phrase “time is money” fits here. But not simply by selling more. But for being able to sell well and give the attention in the moment and in the form that the customer needs.
Automation saves time and removes repetitive and robotic tasks from your reps’ hands such as:
- copy and place email templates customizing with the contact’s data;
- copy and place commercial proposals customizing with customer data;
- register customers and all fields of the form, by hand, one by one;
- Create activities to contact leads, etc.
Automation means that processes will be much more fluid. Not to mention, of course, the reduction of human error.
A misspelled email, an inaccurate company name, values that don’t match reality.
This, in addition to generating rework (and wasting time) can lead to much bigger problems. Better not even think about it…
Standardization occurs with the steps, customer service, emails, everything.
But here, a warning: it is necessary, yes, to automate, but not generalize.
What does this mean within a CRM strategy?
The way of working will be the same, but the way the message and content is delivered will not.
They must necessarily respond to the pain and dialogue with the level of maturity that the prospect is.
So, standardization with personalization demands the following:
- Have a step to an email submission defined, but deliver content in this email that really adds value to the current stage of the customer journey.
5 – Train your teams to leverage the CRM strategy
People are an essential part for a CRM strategy to be successful in any company.
After all, they are the ones who carry out the process, are consultative with the customer and can ensure their success with the brand.
For this, however, they need to have sales training really focused on correcting the bottlenecks that the process has. And believe me, he does.
More than understanding the functionalities of a sales CRM, which is basic, it is essential to understand how to interpret the numbers present in it.
Training, which needs to be constant, is the watershed that will determine whether the customer will have a positive experience from the first contact, or whether there will be failures along the way.
The first point is obviously to engage and motivate your team to use CRM.
Create incentive campaigns and link the full payment of the sales commission to the complete filling of the system, for example.
Hold small daily meetings to understand the difficulties each rep may have with the software.
This helps to identify and eliminate them. The sooner this is done, the better for the process.
Involve the entire team and show the value that CRM has. Many are resistant to change, it is something natural to be human.
But technology exists to enhance the qualities of each one – not to flatten them or simply replace them.
It is up to the manager, the head of sales, to be the first internal influencer of the tool so that the CRM strategy makes sense for everyone, but firstly for the sales team, of course.
Does your CRM strategy put the customer first?
Your CRM strategy is not just a “how-to manual” on how your team should work and use technology to their advantage.
It is, too, of course. But it is a much bigger plan to be able to carry out the relationship with the consumer at all times.
It’s the guardian and the guarantee that his experience will come first. That customer success is and always will be the number 1 mission of the process.
That is why it is and will always be fundamental:
- Have clear and defined sales goals with the CRM;
- Engaging the team to use the tool as a sales booster;
- Always be aware, map and eliminate the bottlenecks that hinder the customer experience;
- Know and understand customer behavior and constant changes in habits and pain.
By doing this, it will be possible to have a truly true CRM strategy concerned with delivering what it needs, in the right way and at the right time.
The sale will follow.
So, how can we help you?
Enjoy and read two articles that will help your team to sell more and better and delight customers.
The first talks about how to win the customer with the first email.
The second covers sales techniques that are important and fundamental to all companies.
A correct CRM strategy is one that uses data in favor of the company and creates a unique and continuously positive experience for all customers. It is essential to understand the tool and have clear goals to continuously prospect, retain and delight consumers. For this, some actions are necessary. What company doesn’t want to have a round…