If you’re looking for a way to improve your retention rates and gain new customers, take a look at your customer service and the customer experience you offer. Stats show that 62% of consumers switch brands after a poor customer experience, and 86% will pay more for a better customer experience. You might be losing customers to bad support interactions, and you could gain even more customers if you step up your game and prove that you offer a better experience than your competitors.
You might think of a CRM as just a sales tool, but it’s actually a great way to arm your team with the ultimate customer experience boost: a full picture of a customer’s history and interactions in one place. Everyone from your sales reps, office manager, customer support staff, and marketing folks should be on the CRM so that they can provide the best service possible to your customers.
If you’re wondering how CRM can improve the customer experience, check out these tips!
A CRM is meant to hold your entire business in one place, including sales info, customer issues, and more. Make sure that everyone has access to the CRM so that they can input and use data to find better, faster solutions for customers. If your whole team has access to a customer’s complete profile (and not just a fraction of it), they will be able to provide better service and give each customer a better experience.
You can find a list of your current users and add more users to the CRM on your Manage Users page under Settings.
Need help adding a new hire to the CRM? Check out this tutorial on adding and onboarding users to the CRM.
Now that everyone on your team is a user in the CRM, make sure that they are entering data after every customer interaction:
If your whole team is entering information into the CRM, everyone will have more data at their disposal, and they will be able to make better, more informed decisions on the fly with customers.
You can track all of your interactions with a customer under their activity feed. Each piece of activity will be date, time, and user stamped so that you know who created the activity and when.
Imagine: a customer calls in, and a rep pulls up their contact record and sees their complete history with your company: call notes, email correspondence about issues, and even what email lists they are grouped into! Reps can use more specific, informed language (“I see you talked to Bob yesterday, and I'm really sorry that our invoice got caught in your spam folder again”), which will make customers feel like they are being taken care of.
Are your reps having trouble remembering to enter information every day? Check out these tips for motivating and incentivizing CRM your team to use the CRM!
Make sure that your team has access to each other’s calendars so that they can easily assign one another to tasks and events. This way, if a customer emails in with an issue and they need a follow up call, even if the rep scheduling the call for them will be unavailable, they can easily check their colleagues' schedules and help the customer secure an appointment.
If you have a scheduler (the Less Annoying CRM Coaching team uses Appointlet), you might be able to sync scheduled events with Google Calendar, which in turn syncs to Less Annoying CRM!
You can assign tasks, events, and even contacts to other users, and they will receive an email notification.
The same applies to tasks as well. If a certain department or team member should be alerted about an issue, you can easily create a task to check in on a customer and assign it to the team member. The team member will receive an email letting them know that you assigned them a task, and they can click through to the customer’s record to read up on their issue.
Check out this article on using tasks and events to collaborate in the CRM for more ideas.
Use pipelines to track customer issues so that everyone can clearly see who has open tickets, what the issues are about, and where the team is in the process of resolving them. This will prevent issues from slipping through the cracks, please customers with faster solutions, and help you identify common customer issues so that you can proactively prevent them in the future.
This is the outline of our customer issue pipeline template, but you can further customize it to match your team's process.
Plus, this will help you identify if a customer has an open issue just by looking at their contact record! You can easily see an archive of closed and active issues, and get an idea if this issue has happened with this customer before, and how it was resolved last time.
To help you get started, Less Annoying CRM has a pipeline template for customer issues! If you need help tweaking it to fit your own customer service team’s needs and processes, contact us to schedule a 1:1 customizing or training call.
With everyone entering information and tracking issues in the CRM, you can encourage your reps to proactively schedule follow ups with customers to prevent further issues. First, institute a new resolution policy: every time an issue comes in that can’t be resolved immediately, schedule a follow up task for a few days later in the CRM. If the customer gets back to you and you resolve the issue, you can just delete the task. If they don’t get back to you, however, you’ll be reminded to follow up on the issue in a timely manner.
Next, start identifying common issues or trouble spots with the data from your customer issues pipeline report. Do people call in with a certain problem a few weeks after purchasing your product or service? Does a glitch or issue tend to appear a few times before it’s resolved? Once you identify the hiccups in a customer’s journey, you can proactively address these potential hurdles.
One way is to have your team schedule follow up tasks after a certain kind of interaction or touch. For example, if you sell a product to businesses, and someone calls in about buying more products for their team, you might want to email them a few days after they receive their product to ask if they need help training their staff.
You can sync up groups in LACRM with lists in MailChimp to easily send email blasts or drip campaigns to your contacts.
Another way is to use email marketing. You can create a drip campaign in MailChimp to send to new clients with different tips and tricks they need to know as they start using your product. This drip campaign can help new customers stay engaged with your company and prevent them from having issues by proactively sending them important info. In LACRM, you can create a group of all of your new clients, sync the group with a list in MailChimp, and they’ll start receiving your drip campaign. When you win over a new customer in the future, add them to the new client group in LACRM, and they’ll automatically sync to MailChimp and start receiving your emails.
Interested in getting started with MailChimp? Check out this tutorial to learn how the sync between LACRM and MailChimp works!
After a successful customer service interaction, your clients are often at their happiest with your company. As a CRM Coach, I know that after I've helped someone import their data or train their team, they're more likely to compliment me, LACRM's customer service, and the CRM itself. Happy customers are great for your team's ego and great for your company; happy folks are more likely to stick with your business for longer and spread positive word of mouth about their interactions with you. Your team can build momentum with happy customers (and camaraderie with each other) by implementing new processes:
This review request explains the reason why you're asking that particular customer for a review and why reviews are important for your business, and it stresses that the request is a favor; the customer can feel good about helping you out, but they don't feel any pressure to do so.
By following these tips, you've already started building trust with your customers by showing them that you offer collaborative, communicative, and caring customer service. You can be more transparent with your customers because you will always know the status of their issue, and you can easily pick up where a colleague left off. By using a CRM, you can ensure that problems get handled and issues are tracked from beginning to end.
This post was originally published on 01/11/2018, but was updated on 01/15/19.