How To Use Your CRM System To Delight Your Best Customers

Marketing campaigns have been set up and running, and you’re at that ebb and flow. Everything’s running smoothly until you realise one of the most significant factors that keep a business afloat is customer retention through customer satisfaction. But just how do you do that? Do you spend countless hours finding out where they hang out, what they do on the weekends, etc.? Decades ago, that might have been a practice, but not in today’s world, where CRMs dominate the marketing scenery.

Our previous blog mentioned that retaining customers is less work than acquiring new ones.  One of the ultimate ways to keep customers is to make them feel like they aren't merely another name across a database or customer list. Customers should feel that you and your brand resonate with them. Let them feel their purchase didn’t stop at your product but extends to post-sales services. This is where you have a chance to delight them completely. Word travels fast. Happy customers talk-but unhappy customers talk even more.


To achieve brand consistency without the manual labour of filling out spreadsheet after spreadsheet of customer information, we recommend using a CRM powerful enough to store all your customer information. Noting that a CRM is more than just a customer database when set up, a CRM can be your best ally to delight customers.

Most businesses that leverage their sales and marketing team use HubSpot—a centralised platform of integrated suites that helps businesses collect and store contact data essential in managing all customer interactions regardless of their stage in the journey. Included here are

• Tracking what pages of your website they’re in
  • This allows you to call them and talk more about where and why they dropped off your page. Did they stop at the pricing page? Did they stop at the “contact us” page or go into your services? Calling your customers with this information will definitely “wow” them and make them feel valued.
• Keep notes of previous call engagements or whatever transpired in the previous call.
• Send your customer the right message at the right time
  • Helps you identify your customer journey
• Integrate their social media in HubSpot so that you are across all ongoing campaigns, using one platform for everything, never allowing information to slip off the cracks.
• There are countless ways to delight your customers, and these are only a few! Below are more snapshots of how your CRM significantly contributes to customer satisfaction.

HubSpot offers “groupings” in the forms of hubs—including Marketing, Sales, Service, CMS or Contact Management System, and Operations—that can easily be called “groups” in layman's terms. For example, suppose you are a business owner tired of running blind regarding how your customers perceive your brand through your service delivery. In that case, the HubSpot Service Hub—the tool that helps connect and pull up all customer data in one place—is perfect for you. 

How to Maintain Consistency in Branding and Customer Experience

Maintaining a good customer experience while keeping your branding, marketing, and sales efforts consistent can be achieved with the help of CRM, specifically HubSpot. In the past. We’ve talked about how consistency plays a big part in the success of your brand. Consistency encompasses many factors in a business–your messaging, branding, tone of voice and even your communication style.                                      

1. Branding Consistency

Brand consistency refers to how an organisation delivers messages to the external teams—including the marketing, sales, and customer experience team—and its target market and how "on-brand" (or on-point”)  the messages are. It requires a clearly defined brand architecture that helps produce carefully crafted messages meant to keep everyone on the same page. For the customers, this ensures that the company appears reliable and consistent, despite being flexible in adapting to market trends and expectations. 

CRM tools, particularly HubSpot, ensure that the brand's message is clear and aligned with the business's core values with integrations and tools that help audit brand elements and content. These also ensure that they match the customers' needs, pace, and interests. It also offers different templates and functions, including shared inbox and automated email configurations, making collaborative work management easier. 

2. Gaining insight into the business

HubSpot also offers tools and functionalities that help businesses gain incredible insight into how the business pipeline works. There's a platform for automated contact intelligence and management, contact website activity monitoring, and an automated database for communication, tasks, and opportunities storage, tracking, and management. This helps business owners see valuable insights into how the team is working. Such insights are also helpful to the operations team as it streamlines the customer and market research process, giving your team more time to do more things that are valuable to the business.

From the reporting layer, CRMs provide information on win/loss rates, close rates, EDM stats and open, unsubscribe, and churn rates, which gives business owners more details on the successes, opportunities, and blockages in the sales pipeline.

3. Feedback loops

A continuous feedback loop is essential to any business. Feedback helps companies improve and develop, allowing them to see what they are doing right and change what they are doing wrong. In addition, it is an excellent source of learning, especially if you, as a business owner, wish to understand what drives your customers' satisfaction. Feedback loops are essential because not only does it allows you to make fact-based decisions, but it also enables your critical thinking by weighing which strategies work and which ones don’t.

For HubSpot users, setting up a strong feedback loop can help draw attention to significant product or company issues, allowing them to create workable solutions. HubSpot uses a colour-coded traffic light system, allowing team members to easily monitor and manage communication according to the account activity and account health, as well as the other non-quantitative factors that affect the standing of specific sales accounts. 

Final Thoughts
    
CRM tools with integration capabilities like HubSpot are considered necessary. HubSpot could be your key to running a smooth business–rather than running around like a sledgehammer and making reactive changes. HubSpot has capabilities that can come in handy, like monitoring and maintaining good customer experience, regardless of company size. While these things can be done manually, a CRM system that intelligently manages everything related to your customers can help support your company's sales pipeline more efficiently. It also enables you to save time which means you can do impactful tasks as a business owner. 

If you need more information to help you make that decision, book a call with Ucidity and learn more about HubSpot. 

Allow your business to continuously delight your customers and build a stronger presence and reputation!