Customer relationship management (CRM) is a platform designed for the organization and management of potential and current customers. CRM helps businesses maintain and improve customer relationships by collecting information about each interaction customers have with an organization. The goal of CRM is customer retention and growth.
Customer portals effectively merge technology with self-service support so consumers can find the information they need to manage their subscriptions, place orders, and solve common product issues on their own. We've already experienced a transition in the buyer's journey to self-research before turning to sales, so it should come as no surprise that customers want to be self-sufficient once they make a purchase. Customer portals, accessed through your company website, help you provide the experience they're looking for and take some workload off your customer service team.
Unlike other aspects of business that can generate from a grassroots mentality, the concept of a customer service mentality is one of those where leadership has to be engaged and lead by example. This is clearly lodged in the territory of top-down management direction, making it clear to everyone in the organization that customer service is a number one priority for the company. Achieving a customer service mentality is far easier to say than do.
When Coca-Cola or McDonalds air an ad, they aren't introducing new customers to their product—everyone already knows that they exist. Instead, they are keying into the already present branding that exists inside of our cultural zeitgeist. Creating a brand—and anchoring that brand with positive emotions—leads directly to long-lasting success. Here's how it works—and how you can take advantage of it.
If you're having trouble acquiring leads, then check out our blog post on understanding your target market to get started. If you've got leads but you're having trouble converting them, then keep reading our helpful guide on the keys to a successful conversion.
Most manufacturers who sell through indirect sales channels are content to let their distribution network own the relationships with purchasers. The problem with this approach is that their sales partners have tremendous power that can sway buyers to competitive products.
Have you ever called a customer support line and heard the computer-generated voice phrase: “I am capable of understanding complete sentences”? There’s a pretty good chance you have, and there’s also a pretty good chance that when you tried to relay the reason for your call to this artificial intelligence bot, it told you, “I’m sorry, I did not understand. Can you repeat that?”
You’ve heard it a million times: never publish the first draft of anything and get some feedback to revise it. So if you wouldn’t publish an ebook, whitepaper, blog post, or even a tweet without a second pair of eyes on it—why would you avoid getting customer feedback?