Knowing as Much as the Customer

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Has it ever seemed like your customers know more about your company then your company knows about them? Today’s customer is more well-educated than ever before. It is up to your company to proactively stay informed about your customers if you want to continue to build the relationships necessary for your business to thrive. The tools your company uses to achieve that goal could be the key to success. 

Today, technology is the answer to staying informed for the least amount of expense and effort. General mass outreach is a thing of the past. Technology is what allows your company to break down those barriers, those silos, so that all customer-facing departments share the same knowledge base and can best serve the customers, no matter which department is interacting with them.

What if your marketing department already knew exactly which types of solutions were of interest to a customer? Leads could be warmed up more quickly since the right content is being placed in their path. Knowledge about the customer’s pain points, earlier attempts (and failures), and goals are at hand, electronically, in a moment’s notice, because someone else in your company has placed it in that database. The marketing department is then able to demonstrate an easy, effective solution to the customer’s current challenge. 

This same information can assist your sales team in better understanding customer preferences when reaching out to start a new sales process with past and existing clients. Accurate information will also outfit your sales team with useful means to closing the deal; the difference between a won and lost deal could be how well you know your customer. It helps your customer service team determine what solutions your customers have tried in the past, and which were successful, when troubleshooting that customer’s current problem. Both situations demonstrate a dedicated, caring company that values and wants to keep that client.

A Customer Relationship Management (CRM) solution is the hub for all knowledge that “is” your customers. The more you know about them, the better you can match your solutions to their problems. As more clues are uncovered and captured, your CRM database will become fuller and more complete. With marketing, sales and customer service teams populating the database with information, your sales team will impress your customers with the team’s in-depth knowledge and make the customers more amenable to new upsell and cross-sell opportunities. This same CRM system will help marketing continually improve its marketing outreach through highly personalized content publishing and email campaigning, discussing only what each customer wants to hear about most. The customer service team, consequently, can gain important tips from the sales team’s notes — customers will divulge important information when they feel heard and trusting —and provide the customers with finely tuned, efficient, and specific solutions to their problems.

Once the customer has closed a deal with your company, the relationship is only just beginning. Customer loyalty grows from positive interactions, so if your customer service team is not informed on a customer’s history and pain points, how can it actively meet the customer’s needs? The strong customer service you can now provide through the use of a CRM system benefits your company’s reputation and will result in long-term partnerships. 

Consistency is also paramount, as it has been shown to take 12 positive experiences to repair the damage created by just one negative experience. Customers want to feel like their concerns are being answered and the companies they associate with genuinely want to help and value their business. 

With strong customer databases within CRM, your company can be as informed about your customer as your customer is about your company, increasing loyalty and longevity —as well as your revenue. With customers becoming more demanding and well-educated than ever before, staying informed about your customers and their interests will benefit all customer-facing teams. It is like having a crystal ball at each step in the sales funnel: Your customers and their needs will be at the center of each step in the journey, and your business will continue to grow.

About the Author:

TopLine Strategies delivers the complete integration and development of sales, marketing and customer service technologies that enable corporate clientele to improve revenue streams and strengthen customer interactions. Our project management and consulting is designed to achieve timely delivery, 100 percent user adoption of the technologies we implement and deliver measurable returns on investments for our clients.

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