Implementing Customer Relationship Management

Businesses sometimes spend thousands of dollars on customer relationship management (CRM) software. Yet getting a return on that investment (ROI) can take time, especially if your employees are loath to use the system -- or are not updating customer-related data regularly.

So what can companies do to get the most out of their CRM system? First, provide CRM training to all employees. One way to do this is to identify and teach tech savvy or eager employees on the system. Then schedule regular mastermind sessions to teach other employees how to train their colleagues on how to best utilize the CRM for maximum results.

Track customer behavior throughout the sales cycle. Before the sales call, gather data about the prospect on social media and identify what types of information they share across channels.

Then after the sales call, sales reps should keep track of which content resonates the most, such as what mobile devices they are using to find content, with which pieces of content they are engaging, for how long, how often, with whom they share that content, and so on.

CRM systems are only as good as the data housed in them - and data requires investment. Organizations need to spend the time and money to keep the data fresh, clean and up-to-date. And a good place to start is to implement processes to prevent and remove duplicate records, appending and cleaning data with updated variables and keeping email addresses clean and flagged when they are found to be invalid. Remember, your CRM system can be a powerful decision-making tool, but the decisions made are only as strong as the data found in the system.

Be social. Integrate your CRM with social media platforms if it's not already built into the system. This allows users to insert a new contact's email address and detect virtually every social media profile related to the email address. With access to these social media profiles, companies can see where their leads and contacts frequently post.

SMART Service Desk IT Service Management Software is a great start to creating your very own customer service legends. We know that your satisfied customers will return again and again. Let us help you increase productivity, reduce operations cost and improve customer experience with our ITIL compliant solutions. No matter the size of your business we have your customer retention solutions.

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