to use digital to build loyalty?

Are you a little too obsessed with getting new customers? Quite often, companies focus on acquiring new customers. But some sometimes forget to consider the concept of loyalty. However, it is much easier to accuse someone who has already trusted you in the past than to accuse someone who doesn’t know you at all. The whole strategy is therefore to consolidate your business. This is where the concept of customer relationship management comes into play. It is by optimizing and perfecting it that you will retain your customers for the long term and that your business will continue to grow on a solid foundation …

Why is customer relationship management so important?

Customer relationship management is used to identify, attract and retain customers. Good relationship management is about placing the customer at the center of company policy. And by putting the customer at the center of your concerns, your relationships with them will have a positive impact.

Therefore, customer relationship management consists of gathering information and personalizing the resulting customer communication. Customer relationship management must be designed to increase the quality of your services and thus increase your retention rate. Especially since customers today tend to be less and less loyal.

Customer relations: less and less loyal customers?

We notice today that customers are less and less loyal to a brand. There are more and more new players on the market. Customers can then choose from a multitude of offers and then choose the one that suits them best. It is they who are in a position of strength and not you. This was revealed by a study conducted by Living Business (on 23,000 consumers in 33 different countries). 64% of consumers switch from one brand to another without hesitation if the former is not sufficiently convincing and relevant in your proposal. It is therefore necessary for a company to adapt to this new relationship with digitized customers in order to retain its customers and be sustainable.

What you need to understand is that a customer today is no longer truly loyal to a particular brand. He is quite faithful to an experience you offer him. What does this mean in practice? Well, customers are sensitive to personalization, but also to novelty and innovation. As a business, therefore, you need to make sure you create a customer experience and relationship that puts your customers at the center of your value creation strategy. Only in this way will you be able to convince your customers to continue with you.

So, to sum it up, the point is to adopt a customer-centric mentality that places the customer’s interest at the center of the company’s business (and most importantly). And to do that, you need to be able to provide them with a very personalized and relevant experience.

  • How can these results be achieved?

Today, companies that perform well in terms of customer relationships all have three characteristics in common. I’m able to:

  • Understanding and anticipating expectations digital consumers in order to offer the best customer experience and engage them in the long term;
  • Identify and implement new opportunities and areas for growth;
  • Generate leeway by optimizing costs and team efficiency.

Customer relationship management in 2021 is clearly not customer relationship management 10 or 20 years ago. In this digital age, businesses need to be able to adapt to their customers’ new journey. And tools exist to help them digitize customer relationship management.

Implement an omnichannel digital strategy

What is an omnichannel strategy in practice? Well, it is simply a strategy of using a variety of distribution and sales channels to best meet the needs of consumers or “omni-consumers”. An omnichannel strategy must also allow for a seamless experience when switching between channels.

An omnichannel strategy ensures you stay in touch with the customer at all costs (because you are present everywhere). So you get to improve customer knowledge, to satisfy your customers and to build a lasting and profitable relationship. You can also build a personalized relationship by distributing personalized actions across all the touchpoints you offer to your customers (loyalty program, special events, etc.).

Which channels to choose in an omnichannel strategy? There is no right or wrong channel. We only recommend that you use the new web tools as much as the traditional channels to build links. The “conventional” relationships remain highly appreciated by customers and by you, allowing you to maintain a more “real” contact.

By opting for an omnichannel strategy, you will be able to collect a lot of data. Remember: Getting to know your customers better is the key to successful customer relationship management. What actions can you take then? For example, you can do satisfaction surveys that you email your customers. You can also call your customers and ask them for their live feedback. Or, you can take advantage of a customer chat exchange to gather a customer’s opinion at some point. The more customer feedback and feedback you have, the more you will get to know your target customers: their needs, their typical profile, their problems, their positioning, their expectations and the channels they are on most. So you to know more and more the journey of your customers. Your exchanges will be more and more personalized. Sales and communication channels will be increasingly optimized for your customer segment. And this is how your customer relationship management strategy will be more effective and efficient.

Collect and centralize customer data

To streamline customer relationship management and create a great digital customer experience, you obviously need to collect customer data. But to properly study all of your customer data, you need to be able to sort all this data in order to identify which is the most relevant.

And even before that, once your data is collected, you need to find a way to keep it in the same place so that all of your employees can access it. You must at all costs centralize your customer data if you want to improve the quality of your services and therefore increase the satisfaction of your customers.

A CRM tool like Kpulse allows you to centralize your customer data. Collects different data from a customer. This way you can benefit from a centralized history of all interactions shared with your customers.

A CRM solution allows everyone to have access to customer information. Each employee can find a customer’s information in seconds to offer a constant quality experience, whatever the time or place chosen. What we also avoid: that a customer receives the same response two or three times, because he has contacted the company through multiple channels. In short, a CRM software guarantees a good level of service, the enrichment of customer information, the personalization of the offer and, finally, loyalty. With a CRM tool, therefore, it is also the internal organization that is relatively facilitated. Improve the work of your teams during their exchanges with your potential customers and your customers.

Personalize the relationship with the customer

Nowadays, the use of a CRM is more and more common. This type of tools helps to refine marketing strategies. CRM solutions, in fact, allow you to better measure the level of satisfaction of your customers. Then, depending on this, you will be able to develop different actions such as offering services or products that specifically meet their needs. Using CRM software to identify customer information also allows you to anticipate specific treatments that will need to be assigned to certain customers. This may involve, for example, performing customer-specific processing that represents significant value to the company (in terms of purchase volume, seniority or potential for influence and recommendation).

A CRM therefore also allows you to establish a much more personalized relationship with the customer. By segmenting the different types of customers you deal with, you will give your customers the pleasant impression that they are receiving personalized service. Customers increasingly expect brands to be recognized and to benefit from specific and unique treatment. Nothing is more disturbing for a customer than dealing with an interlocutor who is not aware of the customer’s context or the history of his relationship with the brand.

Using a CRM tool allows you to avoid this. It helps you ensure a smooth and pleasant customer experience to build long-term loyalty.

to summarise

More than ever, you need to put customer relationship management at the heart of your business strategy. Faced with less and less loyal consumers, we need to think of new ways to retain them. Opting for an omnichannel strategy allows you to maintain a privileged relationship with your customers in all circumstances. Any customer-centric omnichannel strategy must deliver a personalized customer experience. To do this, you need to collect all customer data to analyze it and accurately identify the customer journey. To be more efficient, consider bundling this data into a single tool to share it with your other collaborators. The CRM software allows you to collect all customer data and guarantees a good level of service, personalization of the customer experience and therefore quality loyalty.

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