Yesterday we wrote about Increasing Customer Lifetime Value and customer relationship management goes hand in hand with this topic. The goal here is to improve customer service and in turn, improve relationships with the brand audience. CMR uses technology, practices and strategies to manage and analyze customer interaction as well as their data throughout their lifetime as your customer. It allows insights into past purchases, customer data and interaction history to deeper understand your audience. There are three main types of CMR: operational, analytical and collaborative.
Operational: main purpose is to generate leads, create contacts with their info and capture all details about the client in order to provide quality service throughout their lifetime. Focuses on automation and uses tech to do so in most cases.
Sales automation: automate sales process through acquiring new customers and deal with them by organizing their information. This helps meet their needs more efficiently.
Marketing automation: helps find the best way to advertise product/service to potential customers and concerned with campaign management. Will help decide which channels are best to reach your audience.
Service automation: designed to help support customers to increase satisfaction.
Analytical: data analysis from multiple touchpoints of customer journey, in order to gain insights about customers in order to better serve them.
Gather data from different channels
Customer acquisition and retention
Profiling customer personas
Attribution
Collaborative: establishes communication from various places related in your organization or those your brand works with closely. This will help streamline workflow since it helps everyone get on the same page.
Enhances interactions between departments
Document management
Channel management
It’s important to understand the brand’s goals when deciding which CRM strategy is best or maybe all of them. Using these will help increase customer retention through a deeper understanding of your customer as well as increased communication within the company about the audience. The more you understand your audience, the better you can serve them. Since personalization is now the norm, this is a must for your brand to create relationships that will last a long time with your customers.
