Are you struggling to retain customers and grow your business? A successful CRM strategy can be the key to unlocking your business’s full potential. Here are six essential steps to building a CRM strategy that will help you reach your goals.
Define Your Business Goals
Your business goals should be clear before you begin developing a CRM strategy. Without clear goals, any strategy you create will likely fail to achieve the desired results. To create a CRM strategy that aligns with your business goals, consider questions such as:
- What do we want to achieve?
- How can we double our sales by next quarter?
- What can we do to increase our customer base?
- How can we keep current customers coming back?
- Can we encourage current customers to refer their friends?
Outline the Customer Journey
Knowing your target audience is crucial for developing a successful CRM strategy. Start by identifying buyer personas, or the different customer types that you sell to. To create ideal customer personas, collect metrics such as age, gender, race, location, level of technology usage, preferred social media platform, and socioeconomic status. Use this information to map specific touchpoints for each customer, and customize your sales funnel accordingly.
Map Out the Sales Pipeline
Once you know your target market and have outlined the customer journey, you can create the initial contact or first moment of customer engagement. Align your sales funnel with your CRM strategy to visualize where to take action when something goes wrong. Typical sales funnel stages include:
- Lead generation
- Lead qualification
- Initial contact
- Make an offer
- Close the deal
Organize Your Internal Processes
CRM software can help team members in customer service, sales, and marketing achieve their departmental goals. A good CRM software can also streamline data across departments, providing a comprehensive view of your customer base and promoting cross-functional collaboration. Use CRM software to:
- Increase lead generation
- Reduce bounce rate
- Increase customer retention
- Improve marketing plans
Define CRM Components
To organize your CRM components, determine who you plan to target and when. Using CRM software, you can organize potential customers into categories such as contacts, leads, prospects, and opportunities. Once you’ve developed your contact list through social media, email lists, or e-commerce platforms, the CRM software will pull in the contacts and identify which category to place them in. The categories are:
- Contact: Someone you have done business with.
- Lead: Someone you have never worked with but could have business potential.
- Prospect: Those that fit your target market and have the power to initiate a purchase.
- Opportunity: Prospects who show interest in your product and are ready to make a purchase.
Invest in CRM Software
Investing in CRM software is essential for keeping your sales funnel flowing. Your CRM tool should be integrated across multiple platforms so that you can take analytics information from websites or email management tools and export next steps to create the best customer journey possible. Choose a CRM software that fits your business needs, and make sure your team is fully trained on how to use it.
Creating a successful CRM strategy takes time and effort, but it’s worth it to increase customer retention, boost sales, and grow your business. Follow these six essential steps to create a CRM strategy that aligns with your business goals and helps you reach your full potential.