November 2, 2015

How You Can Adopt a Personalized Approach to Your Customers Using a CRM

You should strongly consider adopting a personalized approach to your customers. It works better. That’s the simple truth. Using a CRM, you can personalize your contacts with your customers to increase sales, customer satisfaction, and customer loyalty.

Change Your Business Mindset

If you have a CRM, it won’t be difficult to adopt a personalized approach to your customers. But it’s not just about the tools, it’s about changing the way you think. Your mental attitude has to change to a customer-centric view. Your customers should be at the center of your business, meaning that you focus on what the individual customer needs and not what you’re trying to sell them.

Say NO to Generalized Sales Pitches

You should be dealing with your customers individually, so that means no generalized sales pitches. Your communications should target your customers using information contained in your CRM. This also means communicating with them using their preferred channel, whether it be email, personal contact, or other ways.

Do Your Research

You should research your customers in as fine a level of detail as possible. A good CRM system will help with that, with a 360-degree view of the customer. A CRM will let you organize everything you know about the customer in one easy to access place.

Don’t over-personalize your research. We don’t want your knowledge of your customer to become overbearing. Your purpose is to help your customer with selling decisions, not show off how much you know about them.

Segment Your Customer Base

Once you’ve done your research, you should segment your customer base using your CRM. You can choose which factor to segment them with, maybe something simple like purchase volume, or more complex multi-factor analysis. However, the more complex, the more you can zero in on your customer.

Decide How to Approach Your Customers

With your research and segmentation done, you can now decide how to approach each customer. Your sales efforts should then be aimed at a specific customer or customer group. You can decide what is most likely to appeal to that customer.

By studying customer profiles, you can also find opportunities for upsells and cross sales. You can do this by thinking about what related items are suggested by the customer’s history and interests.

Make the Individual Customer a Priority

A CRM is a good tool for organization, but it can also help you personalize your approach to customers, benefitting them and your company. You can narrow down your sales pitches, resulting in more sales and more happy and loyal customers.