What is customer relationship management?

Whatever the marketing and sales strategies to be implemented in a company, it is important to put the customer at the heart of the action. Moreover, it is on the customer and his satisfaction that the company’s durability depends. This is why marketing strategy must integrate customer relationship management. So what do we really need to understand about customer relationship management in business? Elements of answer in this article!

Customer relationship management in companies: meaning and usefulness

Customerrelationship management (CRM) is a set of systems put in place by companies. The objective of the CRM policy is to support the relationship between a company and its customers. This takes into account the communication between the different departments of the company, but also the relationship with the outside world, especially customers.

So, it’s in your best interest to put customer relationship management at the heart of your marketing and sales efforts. You will have to use adapted communication tools, including the chatbot. By definition, a chatbot is a conversational robot that automates the conversation with your customers and prospects.

In particular, opting for a chatbot has a real interest. This customer relationship management tool is an excellent solution for improving customer relations.

The use of the tool and customer relationship management in general brings many benefits to the company. The strategy allows the company to improve the quality of service it offers to customers. It is also a reliable way to reduce communication costs and build customer loyalty.

With the assurance of retaining your company’s customers, you can expect an increase in sales and in turn, an improvement in your bottom line. You also boost your company’s business performance and ensure its growth.


Customer relationship management in companies: strategies to adopt

As a tool, using a CRM software has a real interest for customer relationship management in companies. The Botnation chatbot enables automated and dynamic communication with customers. The employees will then only intervene on issues that really require human involvement.

Ideally, the CRM software will allow you to collect customer data and evaluate your sales force and the performance of your marketing strategies. For each customer, the information necessary to evaluate his or her journey will be recorded. The buying behavior will then be studied to allow the company to provide a personalized service and a quality customer experience.

It must be said that the CRM tools available on the market can be paid or free. We use these tools for communication, but also for prospecting. In the same way, the customer relationship management software will serve you at the time of the sale of the product or service, and even for the after-sales service.

Among the communication tools, the Botnation chatbot is not the only recommendation. Your company can also use a callbot to automate the management of phone calls. Many customers appreciate the self-service offered by these customer relationship management tools.

Other useful information on customer relationship management

As the customer is at the heart of reliable marketing actions in companies, it is essential to establish direct customer contact. This can be done through a chat or a call center (chatbot or callbot), but not only that. It is also important to rely on a fluid information and management system.

The management of customer relations must take into account the tasks performed on the commercial, marketing and administrative levels in a company. For a smooth management and analysis of customer-related information, management software plays an important role. These tools are used as a complement to accounting software and ERP systems. The trick is to opt for a management software integrator by soliciting an IT service provider.

However, the use of these tools does not dispense with the obligation to have a customer service of irreproachable quality. Beyond the employees who work to serve the customer, the service here includes all the actions to be implemented to satisfy the customer’s needs. That said, the intervention of the customer service in a company is done before the sale, at the time of the sale and after it.

The service for customer relationship management

The role of the companies’ customer service is to provide customers with useful information before the sale. The employees will answer the customers’ questions satisfactorily and motivate them to make the purchase if necessary. During the sale, the customer service department will be responsible for providing the customer with a simplified and seamless experience. Whether it’s through quotes, contracts, billing methods or guarantees, customer service will be helpful. He will take care of all these administrative tasks.

After the product or service is sold by the company, the customer service department will be responsible for ensuring efficient use. In other words, it takes care of the after-sales service. As a tip, the customer service could offer a loyalty program to the customer. This is a good way to build loyalty.

As you can see, to be able to justify these skills, it would be to your advantage to have your employees trained. They will then be able to acquire the necessary skills to meet the challenges of customer relationship management in a company.

The need to homogenize communication

All of your employees who are called upon to interact with customers should normally be on the same page when it comes to company information. This is necessary to homogenize communication. It is also important to note the need to diversify communication channels in order to meet the expectations of all your customers or prospects.

You can then have an email management service, phone calls, a website and social media pages, among others. By putting the customer at the heart of all your marketing actions and company communications, you need to ensure that the customer experience is the same, regardless of the communication channel they use.

Amandine Carpentier

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