HOW TO CREATE AN EFFECTIVE CRM STRATEGY
WHAT IS CRM STRATEGY? CRM STRATEGY is a company’s strategy to use CRM tools to help increase sales and enhance customer support. It implements an overall business plan with feedback from sales, marketing, and customer support, defining all possible touch-points that exist during the customer journey.
BUILD YOUR CRM STRATEGY IN 6 STEPS
1.
START WITH GOAL SETTING
Make sure that your CRM strategy’s ultimate objective reflects what the potential landscape of your company will be, with customer engagement and productivity in mind. Based on your goal, you can also identify the relevant metrics to measure your efforts. Since your goal is to maximize conversions, for instance, you can consider metrics such as website traffic, leads generated, leads converted, etc.
2. DISCOVER THE CUSTOMER'S JOURNEY A buyers journey is composed in 3, chronoligcal stages: awareness, consideration, and decision stage. Map the customer's journey and identify all the occasions where a customer or prospect may be engaging with your brand. Then, consider what step each interaction usually occurs inside a typical sales pipeline. Segment these stages so that you can define which groups of specific customers are going through which stage and why.
3. SPECIFY MAIN CHALLENGES AND WEAKNESSES Identifying the key strengths and weaknesses of your team will help ensure the CRM approach is constructive, not reactive. Moreover, you may understand that not every support team member has the knowledge base to quickly and correctly respond to customer service tickets.
4. COMMUNICATION CHANNELS AND CONTENT STRATEGY Your content is important to deliver a meaningful message to your target audience and particularly to those who are central to making purchases.
Likewise, you do need to determine which channel you want your message to send. Decide whether you’re using social media or connecting with your clients via email. Going through a few experiments will help you find out the right channel for your content.
5. EDUCATE EMPLOYEES Your staff needs to participate in the strategy and understand it correctly so that they can fulfill their specific obligations for the strategy’s success. Sales and marketing teams are especially important for the progress of your CRM use. They are the ones who have to take the right approach and send the right messages to the right customers.
6. CHOOSE THE RIGHT CRM SOFTWARE The reason many CRM programs collapse is that they begin by investing in the software. And because they don’t have a proper plan of action, they are wasting the money they spend on CRM technology. Now you know that you can only begin with this phase after setting your goals and developing effective strategies for various aspects of your business.
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