Posted on Wed, Feb 26, 2014 @ 08:21 AM by Carlos Lahrssen
It’s a simple fact. Businesses benefit when all operations focus on its most important asset: its customer base. Customers who use your products to make their daily lives easier are likely to ask the questions your business needs to know to improve upon existing offerings. Effective listening and thoughtful response can be the difference between a loyal customer and a one-time, regretted purchase.
This is the second in a blog post series on customer centricity—where we will explore the customer centric business, and feature how a business like yours can successfully tie every action to its audience.
With a firm mission and customer-centric vision determined, all that will remain is to discover the tools needed to build these concepts into an integrated and strategic plan.
Find the technology that gives your marketing and sales teams direction to execute, provides operational teams with oversight to adjust, and allows finance teams to anticipate cash flows.
Below, we highlight 4 technologies to take your business to the next level in customer centricity.
1. Invest in Technology That Ties Actions to Outcomes
Today’s businesses need data and facts to adequately report success. Help your businesses determine what’s working, and more importantly what is not, with investment in a CRM system.
CRMs help your team discover valuable links in the sales process:
- What drives a visitor to become a lead?
- What makes a lead become a customer?
- What website pages drive conversions?
- What tactical items succeeded in a click-through for more information?
- Reporting features to provide management with key insights.
- Call logs and activity logging to keep track of customer touch-points.
- Easy access to sales records.
- Inbound and outbound call functionality with relevant caller information that appears on dial.
2. Select a Social Media Management Program
Social media channels allow you to communicate directly with your customers in real-time to receive and respond to instant feedback. How powerful can real-time response and social interaction with your customer base be? Just take a look a few statistics, compiled by Social Media Today:
- When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the company.
- 71% of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others.
- Brand advocates drive 33% more sales and 18% more traffic than regular customers.
Find out which network your customers gravitate toward, and invest in a monitoring and management system to search for engagement opportunities, post shareable content, and respond to customer inquiries.
3. Stay Helpful and Top-of-Mind with Email Outreach Platforms
Nurture relations and build brand loyalty through carefully crafted messages targeted at specific buyer personas. Tie these smaller touch points to larger content pieces in a strategy that consistently provides interested parties with the helpful information they need.
Anticipate problems and provide information and solutions to assist in a way that keeps your business top of mind. Speak to direct needs to meet emerging insights:
- 44% of email recipients made at least one purchase last year based on a promotional email.
- Emails that include social sharing buttons have a 158% higher click-through rate.
- 27% of consumers were more likely to say their favorite companies should invest in more email.
Email-specific platforms, or all-in-one CMS systems, allow for quick, easy to set up templates to open up dialogue and continue topical discussions with customers to make more decisive and educated decisions.
4. Pick Technology That Can Speak With Others, Drive Integrated Strategies
Fit all of the pieces of the puzzle together to form a big picture strategy: how can social, email, and CRM system integration work together to speak to your business’ customer base?
Connect plans to drive consistent, dynamic customer campaigns that translate to one overarching vision and company tone of voice. Be recognizable and memorable as a proactive company that works to meet and exceed customer expectations.