Customer relationship management (CRM) systems are nothing new. However, with each passing year, CRMs become more complex and are able to collect an ever growing amount of customer information.
Your CRM opens up a door of endless possibilities to create unique and personalized customer experiences. These systems hold so much potential, yet much of the collected information goes unused.
Maximizing your CRM data requires a bit of analysis and planning skills. By getting a grip on the abundance of available customer information, you'll be able to make more informed decisions when approaching your customers.
And if used on a consistent basis, expect to increase your overall ROI exponentially.
Gone are the days when you did something out of the blue and hoped for the best. Now, every move you make can be calculated and measured. All thanks to your CRM.
Below we will discuss 7 personalized customer experiences you can create using your CRM data.
1. Optimize website page
Tracking visitors website behavior let you see what they like, what they love, and what they don’t care about.
Personalize the customer experience by improving the user experience on your website. You can zoom in on your visitors’ interests and offer them more of what they're interested in.
2. Talk about things your customers care about
Stop wasting time talking about things your customers don't care about.
With the amount of information you have on your customers’ purchases, interests, and interactions with your company, it's never been easier to speak their language.
Upsell products similar to the ones they've had their eye on for the past 2 weeks.
Improve your suggestions and cross-selling tactics based on your customers' interests. Your CRM data gives you the opportunity to personalize suggestions that your customer would actually appreciate. Use it!
3. Strengthen your relationships
Sometimes, it might seem like there's no end to the amount of information you can get on a customer. As a result, it's important to know the fine line between saying just the right amount and saying too much.
However, having so much information about someone essentially lets you become more intimate and build a better relationship. Create personalized customer experiences by anticipating their next move and even addressing potential issues and questions.
As a result, customers will be impressed and you’ll have strengthened your relationship and their loyalty to your brand.
CRM data essentially give you the chance to know your customer more intimately so you can push all the right buttons.
4. Retargeted Ads
A CRM will tell you if a visitor went on your website for a long period of time, added a few items to their cart, or tried to view and demo of your service but then it clicked off.
Or they viewed all your products for 50 minutes and then… Did nothing.
These types of visitors are great opportunities and strong leads that you shouldn’t let go so easy of.
Create personalized experiences by sending retargeting ads that appeal to your leads based on their website behavior. It’s easier to reel them back in with a great offer or discount that is of relevance to their interests.
The more you are able to segment your leads, the more you can personalize your retargeting ads and make them feel like you are addressing them one on one.
5. One-to-one email follow-ups
Maybe you have some kick-ass landing pages and calls to action on your site. In exchange for awesome free content, you ask for their name and email.
These are super strong leads. Put the given information to good use and move your leads down your marketing funnel.
Don’t hesitate to check in with these leads and create personalized experiences by sending emails that address them by their first name. Or even better yet, create a chain of automatic, yet personalized emails, sending them more information regarding what they were looking at on your website.
The key is to create a private conversation that adds value. Bonus points if you’re able to make them feel special or establish a human connection that could help them come back and close.
6. Send demographic targeted ads, mails, announcements,
It’s impressive when you see an email from a big company that targets your specific neighborhood within a city of millions of people. Your CRM can allow you to do that.
Create unique experiences for your customers by clearly dividing your lists into well-defined demographics of interest.
This can include age, race, sex, income, interests, purchase history, location, and so much more!
Whether you want to target high school guys in
7. Improved customer journey
Beyond improving your website, CRM data gives you the chance to improve all customer touchpoints.
Anticipate future customer needs based on past customer interactions and information you’ve collected. Eliminate, add, and revamp based on past interactions, collected VOC
This means that tediously long IVRs, long waiting lines, and abandoned carts can all be quickly spotted and solved thanks to CRMs.
It’s up to you to be creative and personalize customer experiences thanks to your CRM data. Customers have consented to giving companies their information in order for them to deliver more relevant experiences.
And so, it’s your responsibility to do just that.
Are you using your CRM to its maximum potential? What
Don't have a CRM in place? Want to learn what a CRM is? Check out What is a CRM: Everything you need to know for more information.