Do you still manage your customer information with an Excel spreadsheet? Let it be clear that we have nothing against this tool, but you may be missing out on another resource that can make a difference for your business. What are we talking about? Of a software crms.
What is CRM? What benefits does it offer? How to take advantage of it in your business? We give you all the answers in this article.
What is CRM?
CRM is the acronym for Customer Relationship Managementor what in Spanish would be Customer Relationship Management. It’s about a software that provides greater control and monitoring of all actions related to business customers.
What does this mean? That a CRM will allow you to track every interaction you have had and have with leads (potential customers) and customers.
The interesting thing about this tool is that it is much more than a software. You can think of it as a strategy in itself, one that puts the user in the center of the scene to offer you what you really need, at the right time.
In this sense, if you ask yourself what CRM is, the best way to answer it would be to say that It is a solution to manage the relationship with your customers based on accurate information. How does he do it? Gathering in one place all the data linked to the users who interact with your brand.
Thus, the CRM software It is the way to manage the relationship between a business and its public in an integral way.
Not for nothing, today the CRM is on the list of most important technologies for companies. According to shared by Martech Zone, in 2020, 91% of businesses with more than 11 employees used this kind of system. This is due to the possibility of managing the information to manage leads and sales opportunities from one place.
If you use an Excel spreadsheet to manage the personal information of your contact list and another to list who bought in your store, when trying to generate a profile of each user you will need much more time. It may not be so easy to gather all the interactions between your brand and potential and current customers in this kind of document. The spreadsheet has limitations that the CRM does not.
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How does a CRM work?
As we said before, the CRM is a software that collects and stores user informationeither leads or clients. But what kind of information does it store?
- Personal and contact data: name, age, address, telephone, email, etc.
- Activities and points of contact of the user with the business: your behavior on the website, channels you used to interact, doubts or objections you shared, etc.
- preferences: what is the best time to contact you, what channels do you prefer, what products are you interested in.
Now, gathering information is just one of the functions of CRM, a very valuable one, of course, but not the only one. Another of its features is facilitate the organization and management of this data to segment usersassign them a rating and define which of them are ready to move forward in the purchase process.
CRM is thus presented as an efficient way to identify sales opportunities in a business.
This is because it allows action plans to be generated to resolve each situation based on the profile of each user. In this way, it helps to segment a contact base in order to provide better solutions based on their needs.
In the end, the businesses that grow are those that focus on the user experience. Deciphering their behavior and knowing what they expect from the brand is essential to offer them exactly what they are looking for. In this sense, the CRM is a tool that you cannot miss in your business since it speeds up all these procedures.
5 benefits of incorporating a CRM in your online store
You may have come this far and still wonder if the CRM software It is a tool that your company needs. One of the ways to help you solve it is by telling you about the benefits of incorporating this kind of software in your trade.
1) Comprehensive tool
A CRM is a tool that contemplates the entire user experience, beyond sales. In this sense, it is a resource that offers a comprehensive solution for any business. Basically, because it helps to solve everything that the client expects from a brand:
- Let him know.
- Personalize every interaction.
- Teach him something new.
- That you can anticipate your needs.
- To provide you with a real quality service.
2) Better conversations
One of the main features of the CRM is that it allows you to identify each interaction with users. This can help your business better understand what information they seek, what doubts they have and from what channels they communicate. Thus, you will be able to adapt the conversation according to their preferences and provide the answers they need.
3) Informed decisions
Information is power, we are not exaggerating! The data came to change everything. They transformed the way businesses do things.
For example, if you know that the highest percentage of visits your store receives comes from Instagram, you can double your efforts on this platform to also double your results. Or, with that information, you can decide to strengthen your strategy on other networks to capture more traffic from other platforms.
Definitely, The wonderful thing about data is that it allows us to make more informed decisions with a smaller margin of error.. 🙌
4) Most optimal sales process
did you hear about the ? This well-known strategy bases its success on its ability to personalize user experiences. How do you get it? Through the information it collects from leads and clients. Based on that data, it offers the content and offers that fit the preferences of the users.
The secret is to send the right content, to the right person, at the right time. If all this goes well, the client, in theory, should move forward in the process and complete the purchase.
But what happens when this doesn’t work? What measures to take when, in theory, we did everything right and still the customer does not buy? To do this, again, data is the key.
If we do not have a tool that allows us to centralize all user information and know in real time what phase of the purchase cycle they got stuck in or why they decided not to make the purchase, how can we apply changes to improve our processes?
Precisely, CRM allows us to have total visibility over the process. This applies from the moment you start the relationship with the potential client.
5) Internal collaboration
How is your team made up? Regardless of its size, if you have more than one collaborator in your business, you need this tool so that each person within the team is aware of the status and situation of each lead and brand customer.
By centralizing all the information on the same platform, CRM facilitates collaboration between teams and improves internal communication in your business.
How to take advantage of CRM in your business?
Now that you know how the use of CRM can benefit your business softwareit’s time to learn how to make the most of it.
👉 I chose a CRM tailored to your business
. Before choosing it, it is essential that you investigate its characteristics, capabilities, strengths, weaknesses and costs. In addition, it must be adapted to your activity: it is useless to commit to a platform that is not functional for your business.
Keep in mind that there are many types of CRM, some with very basic features and others with much more powerful and complex features. Therefore, it is important to study what the needs of your brand are and based on this, choose a suitable platform.
If you have a Tiendanube, you can try the . Here you can see what its administration panel looks like with the options ‘Customer management’, ‘Automatic assignment’, ‘Follow-up emails’ and ‘Manage’:
👉 Train your team
Like any new tool that is incorporated into a business, it is key that everyone who is part of your team is familiar with it. Investing time in training your collaborators can help you get the most out of the CRM.
👉 Foster the relationship with the client
As we have already said, the objective of this kind of software is to improve the business relationship with its potential and current customers. Therefore, it is essential keep the human factor very present and pass it on to your work team.
The basis of the growth of your business continues to be people, they are the ones who buy your products. Not losing sight of that is essential for your CRM strategy to be successful.
👉 Automate what you can
Can your brand remain “human” by automating many of the processes in the relationship with the client? Yes, it can and, in fact, CRM is also very useful for that as it allows you to personalize user experiences, which precisely keeps the human factor intact.
Remember that two of the user’s expectations with your brand are that you know him Y that you personalize each interaction.
👉 Don’t stop analyzing
A CRM is not only for storing information, data is nothing if you don’t actively work on it. Whether all this valuable information can be used to make trading decisions depends, to a large extent, on the analysis task you do.
For example, you can take advantage of all the data that the CRM gathers to review which clients have been inactive for some time. Based on that, you can create recovery campaigns to reactivate the link with those users, offering a discount or product that is related to their previous purchases.
It’s a fact: adding a CRM as a customer management tool to your business can help you achieve better results, with less effort. Is your brand ready to take that leap? 🚀
If you still don’t sell online, . Take advantage of the 30-day free trial and take your business to the next level!
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