{"id":7208,"date":"2023-06-28T10:00:20","date_gmt":"2023-06-28T10:00:20","guid":{"rendered":"https:\/\/scallent.com\/?p=7208"},"modified":"2023-06-28T13:59:51","modified_gmt":"2023-06-28T13:59:51","slug":"crm-how-customer-relationships-drive-brands-to-success","status":"publish","type":"post","link":"https:\/\/scallent.com\/en\/posts\/crm-how-customer-relationships-drive-brands-to-success\/","title":{"rendered":"CRM: how customer relationships drive brands to success"},"content":{"rendered":"

[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_single_image image=”6688″ alignment=”center”][vc_column_text]<\/p>\n

In\u00eas Tito
\n<\/strong>Copywriter<\/span><\/h6>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_column_text]We are social beings. We were born programmed to relate to each other.\u00a0<\/strong><\/p>\n

In fact, we are more successful when we interact with those around us. It is our recipe for giving meaning to a world full of uncertainty. Without the relationships we nurture from birth, we would be doomed to extinction.<\/strong><\/p>\n

The same happens in the business world. <\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_single_image image=”6688″ alignment=”center”][vc_column_text]<\/p>\n

In\u00eas Tito
\n<\/strong>Copywriter<\/span><\/h6>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_column_text]We are social beings. We were born programmed to relate to each other.\u00a0<\/strong><\/p>\n

In fact, we are more successful when we interact with those around us. It is our recipe for giving meaning to a world full of uncertainty. Without the relationships we nurture from birth, we would be doomed to extinction.<\/strong><\/p>\n

The same happens in the business world. <\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Brands that develop a special bond with customers are more likely to achieve success. In the digital age, those who manage relationships are one step ahead of the competition. After all, without customers, there is no business!<\/span><\/p>\n

Customer relationship management<\/b><\/h2>\n

The <\/span>evolution of marketing<\/span><\/a> has led us to a model focused on customer experience. This paradigm shift has been driven by an interest in understanding customer needs and establishing a close relationship.<\/span><\/p>\n

High street shops and other small businesses know their regular customers by their first names. The world’s big brands want that complicity, too. Customer relationship management, or CRM, is the formula for realizing that goal.\u00a0<\/span><\/p>\n

CRM refers to the set of strategies and techniques used to manage and analyze customer behavior. Using CRM software, brands store and categorize information about their customers and prospects. Contact management, tracking interactions with the brand, and scheduling reminders are some of the most commonly used functions.<\/span><\/p>\n

\"\"<\/span><\/h6>\n
Source: Super Office, 2022<\/span><\/h6>\n

But it’s possible to go further…<\/span><\/p>\n

What is the impact of CRM on brands?<\/b><\/h3>\n

Recent studies<\/span><\/a> show that 43% of companies still use spreadsheets to record and monitor customer information.<\/span><\/p>\n

CRM allows you to discard these kinds of obsolete manual procedures by automating them. More than <\/span>80% of companies<\/span><\/a> use CRM software to obtain sales reports and automate processes.\u00a0<\/span><\/p>\n

This tool also allows you to increase revenues, manage the sales funnel and capture leads. In this way, data analysis will be the foundation for developing marketing campaigns and setting sales and customer service objectives.<\/span><\/p>\n

Gathering information, at every touchpoint in the journey, provides a holistic view of the customer. For the company’s employees, it is the opportunity to personalize their service and increase their productivity and autonomy.<\/span><\/p>\n

On the other hand, customers favor <\/span>brands<\/span><\/a> with which they are already familiar or which offer a <\/span>personalized experience<\/span><\/a>. Thus, using <\/span>CRM software<\/span><\/a> allows you to increase customer satisfaction by 45% and raise the revenue generated by 37%.<\/span><\/p>\n

Implementing a CRM strategy<\/b><\/h2>\n

Developing and implementing a customer relationship management strategy requires some thought. Let’s look at what the most important steps are.<\/span><\/b><\/p>\n

1. Audit<\/b><\/h4>\n

The SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis allows you to study the market and evaluate the competition and determine whether the company has the necessary resources. This makes it easier to identify the path to follow.<\/span><\/b><\/p>\n

2. Setting SMART objectives<\/b><\/h4>\n

Without goals, a business sails adrift, staying afloat until it eventually sinks. Therefore, it is critical to formulate SMART (Specific, Measurable, Achievable, Realistic, Time-Bound) objectives. These should be specific, measurable, achievable, realistic, and time-bound. Through this technique, it is easier to monitor and adjust the CRM strategy.<\/span><\/p>\n

3. Mapping the customer journey<\/b><\/h4>\n

Knowing who contacts the brand, and how and when they do so, allows you to identify the stages of the sales funnel.\u00a0<\/span><\/p>\n

In addition, creating a buyer persona helps you understand who has bought your products or services. Data such as age, gender, location, socio-economic status, or the preferred contact platform is, constitute the archetype of the ideal customer. From here the personalization of marketing campaigns is a step.<\/span><\/b><\/p>\n

4. Mapping the sales funnel<\/b><\/h4>\n

This step allows you to visualize the customer’s touch points with the brand. Aligning the CRM strategy with the sales funnel helps determine when action is needed to convert the customer.<\/span><\/p>\n

\"\"Source: Asana, 2023<\/span><\/h6>\n

5. Sharing information<\/b><\/h4>\n

CRM software collects information from various sources and presents it in an organized way to the various departments of the company. In this way, employees save time and are more autonomous in their daily tasks.<\/span><\/p>\n

For this circuit to work, it is necessary to ensure adequate internal communication channels and a transparent communication strategy. By sharing information, each department avoids repeating questions put to the customer.<\/span>
\n<\/b><\/p>\n

6. Personalising the customer experience<\/b><\/h4>\n

CRM software organizes customer details and makes it easier to understand strategic goals. As a result, employees can personalize customer contact and improve the customer experience throughout the customer journey.<\/span><\/p>\n

7. Automatize<\/b><\/h4>\n

Tasks such as integrating new customer data or sending newsletters used to be done manually, taking up large amounts of time. Through automation, you can reduce costs and allocate resources to other tasks.<\/span><\/p>\n

8. Monitoring strategy performance<\/b><\/h4>\n

It is important to set goals to reach our destination. However, it is equally important to analyze whether we are on the right track. CRM software allows you to evaluate the performance of your teams to ensure that everyone is meeting the objectives you have set. So you can analyze the positive aspects and identify the points for improvement.<\/span><\/p>\n

CRM strategies to boost business<\/b><\/h2>\n

There are many reasons why brands adopt a CRM strategy. However, most strategies cut across any business. Here are some examples:<\/span><\/p>\n