Regardless of whether your business operates in public or private sectors, it is important for all organizations to have CRM engagement to connect with their customers. Communication between the organization and its customers play a vital role in determining the overall success and failure of the business. A company that interacts and communicates well with its customers is more likely to succeed than those that focus more on revenue and sales.
One thing that organizations need to understand is that communication with customers may even have little to no impact if there is lack of engagement. You need to have high level of CRM engagement to ensure overall success. Unfortunately, many CRM managers have been neglecting this aspect of customer engagement from a very long time and instead focusing just on cost reduction and sales. According to experts, there are three key areas that efficient CRM managers should focus on to drive CRM engagement.
Key Areas For CRM Engagement
Achieve Active Engagement
One of the most important and successful aspect of CRM engagement is to have active engagement goals. This key factor requires companies to have a strong presence of activity. In recent years, most companies have focused on economizing by reducing customer-focused activities, which has resulted in significant reduction in customer recommendations and feedback.
CRM leaders are advised to boost active engagement by using combined power of mobile, traditional, and social platforms. Giving your customers plenty of options for communication channels, companies can greatly benefit from feedback and comments on products and services they plan for future expansions.
Develop Emotional Connection
Another valuable key attribute of CRM engagement is to develop emotional connection with the brand. In the era of growing privacy concerns and data, companies must ensure that emotional engagement can only be achieved through trust and transparency. Besides developing emotional connect, it is also important to make place for rational engagement. This means involving customers in product and service research and accumulation. It has been proven that brands do well when they engage in activities like promoting participation and make necessary knowledge available to their customers at all times.
Indulge In Ethical Engagement
Finally, companies must give proper consideration to ethical engagement as well. While ethical involvement was optional in the past, modern day customers are way more aware of ethical conduct and demand to see the same from the companies or organizations they are dealing with. In order to promote ethical CRM engagement, brands should demonstrate their commitment to fair treatment to the overall community consisting of business partners, customers, and their staff.
Analyzing and Understanding Customer Engagement – Three Step Process
Step 1 – Diagnose Need For Customer Engagement
Pick a reliable representative to follow up with your customers over time. Use simple, easy to understand and engaging methods to figure out customer engagement metric. This can include revenue, number of transactions and so on. Determine the patterns of CRM engagement that currently exist in your customer base and use advanced analytics to derive the data from the same.
Step 2 – Identify Opportunities To Improve CRM Engagement
With the patterns of engagement being identified, it is important to grow the level of understanding of what makes your customers tick. Here, you should focus on sharing information and figure out the falling patterns. It is important to focus on motivations to drive your customers. Other successful patterns can include: category behavior, experience across the channels, transactional behavior, service experience; and exposure to marketing efforts.
All these patterns can also gathered through various forms of primary research or by leveraging internal databases. CRM leaders should also understand how category dynamics have changed over time.
Step 3 – Start Realizing Results And Develop Agenda
After successfully completing step 2, you should be able to figure out the tactics that work or don’t work for CRM engagement. The previous step will also help you figure out complex ideas that you need to evaluate and try for successful results. Develop efficient learn plan and prioritize the ideas that can help you build successful CRM engagement for your business.
Ideas For Improving CRM Engagement
Since social media is at a rise, it is important to make it a crucial part of your business plans as well. Your response time on social sites should not be too long for your customers to lose interest at all. Since more and more customers are making use of social media to reach out t brands for answers, making them wait for a long time is not ideal. Be a responsive company and answer their queries as quickly as possible.
Don’t just rely on data. It is also important to get personal to get more insight of your customer needs and recommendations. Getting in the front line and greeting is not enough. You should be able to cater the needs of your customers with personal level of interactions and social media is again the best platform to do that.
Get out and meet your clients face to face. Share customer information with everyone, including your employees. This will help them engage with customers in a better way and also boost your business’s reputation.
Make use of technology to enhance CRM engagement. In your research, you should be able to find number of CRM programs, apps, ecommerce tools that are particularly designed to improve customer engagement. Most of them even give free trials so test them out and see if they work.
CRM engagement has always been one of the most complex aspects of business, but with advent in technology, this complexity seems to be slipping. Today, business organizations know how to reach their customers through varied tools like live chat, social media and customized emails.
Smarter marketing is something all companies want to see, especially when it comes to customer service and engagement. Taking a closer look at CRM engagement and lifecycle of the customer- brand relationship, focusing on this aspect will yield deeper insights that help make marketing dollars work harder. Follow the tips and suggestions provided above to ensure successful CRM engagement and overall success of your business.
Michael is the Lead Author & Editor of CRMSimplified Blog. Michael established the CRM blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to CRM.