Building customer loyalty means increasing their value!
This loyalty is now achieved through digital technology, whether by listening to the user or through detailed monitoring of exchanges and the relationship. To meet these new requirements, it is necessary to simultaneously deploy different devices:
This new digital environment offers the company a very advanced knowledge of its customers and prospects, allowing it to develop its conquest strategy in a very personalized way. This is what B2B marketing automation solutions allow by generating messages dedicated to the profile of prospects.
When access to customer data facilitates telecommuting
The generalization of telecommuting should not prevent sales and customer service teams from accomplishing their tasks. Testimony of Christophe L, vice-president of operations of the international customer service of a Parisian ETI:
" We made every effort to avoid any incidents that could disrupt our services. Fortunately, thanks to CRM, the teams could access all customer data securely from any location. In this way, service excellence was maintained. Automated features to reduce workload, such as reviewing and billing, also helped meet customer needs by generating quotes quickly, without going through a salesperson."
Maintain a link with your clients despite telecommuting
Everyone must do everything possible to maintain a close relationship with their customers, and thus respond to their requests by favoring exchanges that are as fluid as possible.
Thus, since the beginning of 2020, digitalization projects have increased by an average of 13% in all segments of SMEs, ETIs and large companies.
A more fluid and automated customer experience
With a fully automated ordering process, there is less chance of errors. At the same time, the automation of many common administrative tasks, such as data entry, has allowed teams to focus on increasing sales and customer satisfaction. As a result, back-office backlogs are reduced and customer service costs are reduced.
Customers themselves have adopted these new digital tools without difficulty; users recognize the usefulness of CRM for managing certain tasks, such as downloading invoices or requesting service.
CRM, the backbone of the IT architecture
Integrated with a primary goal of unified reporting, CRM now leads to improved performance of various functions within the company. The sales function, of course, with a clearly stated ambition: the CRM becomes the assistant of each sales person who can find his dedicated accounts, his task list, upcoming events, the next contract deadlines... A real gain in time and efficiency. To offer this 360° view to the employees, all the specific tools developed by the company or from third party editors can be linked to the CRM which becomes the backbone on which all the systems are connected.
Some tips for targeting the right CRM
For complex expectations, your needs must be targeted and prioritized before the personalized demonstration.
On the other hand, if the needs are simple, it is possible to go directly to a personalized demonstration with the company's data. However, be careful:
- Make the difference between what is standard and what is specific. Indeed, the more specific developments there are, the more expensive and complex it will be to maintain.
- Validate the fact that your planning fits with the feasibility: sometimes, what you want is impossible to achieve in a short time.
- Ask for the product roadmap in outline: it allows you to see how the product evolves.
- Validate integrations with third-party tools, as the CRM will need to communicate as seamlessly as possible with other solutions in your organization.
As such, it is important to choose solutions with off-the-shelf connectors, ready to use with your favorite tools.
Adapt your choice to your size and ambitions
An SME will prefer a CRM that is simple to implement with a minimum of settings. An SME or a large company will prefer a highly configurable solution in order to make customizations. An SME must absolutely focus on a very simple CRM that will be usable almost as standard, with few specific developments.
Looking to the future
Choose a solution that covers a wide range of possibilities so that when the time comes, you are ready to find the answer to your needs. In this respect, the large publishers on the market have an advantage. The sales profession is changing: the digitalization of actions and the use of social networks are becoming standard: editors who innovate and drive the company forward should be favored. Nothing is less wise than choosing an aging solution that risks being bought out, or worse, disappearing.
