A CRM strategy defines the framework within which a business manages its customer relationships, which involves winning new leads, developing strong relationships with them, and ultimately building customer loyalty over the long term.
This is an important part of any marketing strategy, which requires the implementation of appropriate tools and the choice of relevant guidance.Here are the 4 main axes on which a good CRM strategy is based, and the essential points to examine for each one of them.
The clientele is obviously at the center of customer relationship management.
In your CRM strategy, it is first important to identify your “ideal customer” for several reasons:
- First, to avoid “bad customers” who end up costing more than they pay: it is sometimes better to refuse a business than to seize every opportunity. Having a typical customer profile can help you make that selection.
- Second, because having a predefined “template” greatly simplifies your marketing efforts and targeting.
- From there, it is essential to regularly implement prospects-oriented communication actions corresponding to the profile of your ideal client.
- This will make you win new customers with much more efficiency.
However, to too much want to convert leads into customers, we almost forget the importance of loyalty identify good practices that allow you to retain your customers and make them loyal in the long run. You will need to know what is crm strategy here.
Managing your customer relations is also about your market. By analyzing its specificities, you will know how to win more customers, satisfy them and retain them.
To do this, there are several essential questions to ask yourself:
- Who are your competitors? Are they numerous? Is the competition aggressive?
- How do you differ? How do others differ?
- Are there opportunities to seize to facilitate buying in this market? To improve the service?
By answering these questions, you can improve your customer management by cultivating your competitive advantages and bringing a real added value to your products or services.
Numbers and data are increasingly important in any strategic action, especially CRM.
It is therefore important to integrate measurement methods into your strategy, whether:
- Measure the profits
- Measure the performance of vendors and customer relays
- Quantify customer loyalty
- Measure their opinion towards the company
You should therefore define a number of Key Performance Indicators (KPIs) to identify good practices that are relevant to your customers and your market, leading to improvements in your CRM strategy .
Some of the key KPIs to consider are:
- Customer satisfaction
- Customer retention
- The loss of customers
- Profits (totals, by customer and by customer segment)
The product or service
Managing your customer relationships well starts with knowing your products and services.
- What do you sell?
- What is your flagship product?
- Is your brand identity strong?
Ask yourself about these points in order to refine your CRM strategy and improve your offer in order to better satisfy your customers and, ultimately, to retain them and make them true ambassadors of your brand.A good CRM strategy must therefore include these four main areas. But it must also rely on good CRM software.