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The collection and management of customer data can be a time-consuming task. It’s a fiddly one too so mistakes are easy to make, BUT you can’t afford them... This is where a good Customer Relationship Management (CRM) system can help - especially if you want to take customer satisfaction and loyalty to new levels.

Here are some benefits of a CRM system to explain why your business needs one.


1. You’ll know your customers better than they know themselves

Because a CRM system stores all the information you have on each customer in one place, it makes finding what you need so much easier. That means your sales, marketing, customer and field service teams (and any other customer-facing roles) can quickly and easily access the key information they need.

From customer names and date of births, to sales/purchase histories and even what they’ve interacted with on your website, you can truly get to know your customers - probably better than they know themselves!

Improving customer service

2. It’s easier to send tailored content

When you know your customers inside and out, you can send them tailored content that they’ll be interested in. For example, personalised product recommendations and useful blogs and eBooks rather than generic marketing, with this approach, you can boost satisfaction, trust and loyalty...


3. You’ll provide better customer service

No customer ever enjoys having their query passed around several customer service representatives. But if this does happen, they certainly don’t want to have to repeat their question/issue multiple times.

In fact, 68% of consumers in the UK expect customer service reps to know their contact, product and service history even if they haven’t spoken to the rep before.

This is where a CRM system, which stores all the information on the customer in one place, comes in. As data is centralised, customer service reps can easily pick up where the previous team member left off and the customer can experience a seamless service.


4. You’ll benefit from better segmentation

Segmenting your contacts into target audiences makes it much easier to know who you’re trying to reach and provide them with what they want to hear. And there’s not a lot of systems out there that can do segmentation as well as a CRM.

A CRM system can break down data based on different categories and criteria so it’s easy to create focused lists. You can then use these segmented lists to:

  • Run customer marketing and account-based marketing campaigns
  • Better analyse your sales process and lead pool
  • Tailor your offers, services and products
  • Tweak your sales and marketing tactics (including your sales pitch)

Thanks to a CRM system and its nifty segmentation features, you’ll know which of your customers are interested in what you have to offer, which are on the fence and which aren’t interested at all.

Tips to improve lead segmentation

5. It’s easier to anticipate needs

We all feel more confident when we know what to expect from a situation. It’s the same with business - it’s easier to up or cross-sell to a customer if you know their buying habits and preferences.

A CRM system consolidates all of your individual customers’ information into one place - whether that’s their purchase history, conversations with customer service or even how they’ve interacted with various aspects of your website (such as their search history).

This makes it much easier for your sales team to successfully sell to customers. If they know what a customer’s been searching for or their purchase history, for example, they can offer personalised offers that the customer is more likely to be interested in.

In essence, a CRM system helps salespeople become more proactive and sell more.


6. Speed and quality of communication with customers is enhanced

In 2019, Microsoft conducted a report to discover the current state of customer service. Here are a few key statistics:

  • 92% of consumers in the UK believe customer service to be pivotal in their choice of a brand
  • Nearly two-thirds (58%) will even stop buying from a brand if they receive poor customer service.
  • 67% of consumers like receiving proactive customer service notifications
  • 54% had a more favourable view of brands that responded to customer service questions or complaints on social media
  • Only 23% of UK consumers think the process of engaging with customer service to get their questions answered is getting easier
  • One of the most frustrating aspects of poor customer service is difficulty reaching a live agent
  • Two of the most important aspects of great customer service are a knowledgeable agent and the issue being resolved in one interaction

As you can see, how quickly customer queries are answered and how efficiently/successfully they’re resolved plays a huge role in the overall quality of a company’s customer service.

A CRM system can help with that. You’ll gain access to a set of ready-to-use, customisable templates for emails, newsletters, proposals, quotes, invitations and more. You’ll also be able to draft messages (such as emails and texts) and schedule when they will go out, whether it’s a few days or months in advance.

When it comes to customer service requests, speed is vital and a CRM can be a huge help.

How to improve customer service

7. Tasks can be automated

From forms that need to be completed, to reports that need to be sent, there are many little tasks that come after a customer has agreed to commit to a sale. These tasks, though vital, can be very time-consuming and fraught with human errors due to their manual nature.

A CRM system can take this burden off your sales team’s shoulders - thanks to automation. Your sales reps can focus on closing leads and solving customer problems while the CRM’s automated features can take care of the ancillary details.


8. Team efficiency is boosted

Automation, centralised data, ready-to-use templates - these are just a handful of the CRM features that can boost your team’s overall efficiency and productivity.

Centralised data is a big plus here because rather than having to trawl through various disparate systems and spreadsheets, everything your team may need can be found in a single location. That extends to multiple teams - sales, marketing and customer service teams can share information so they’ll all have a complete view of customers and create better marketing campaigns, close sales more successfully and offer enhanced customer service.


9. Data and reporting is improved

Centralised data doesn’t just boost efficiency and customer visibility. It also means improved data analysis.

Because all of your data will feed into a single system, you can easily generate automated reports, personalise your dashboards to quickly find the information you need and more. When you can access better data and reports, you’ll be able to make more informed business decisions to boost customer loyalty and overall revenue.

Benefits of centralised data

Discover the statistics that prove these benefits of investing in a CRM system...

No matter what your industry is and what products or service you sell, your customers are  the most valuable asset of your business. Their happiness matters which is why you need to do more than simply appreciating them. You need to truly understand them and what it is that makes them tick.

However, customer expectations are constantly changing. To help you gain a snapshot idea of what modern-day customers currently want, we trawled the web for recent reports and studies, and created a visual graphic based on what we discovered.

The statistics you read earlier in this blog are just the beginning. Find out precisely what customers are expecting nowadays and how a CRM can help you meet these demands.

What's the impact of a CRM tool on your customers?


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