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As we move further into the digital age, customer relationship management software can be invaluable in helping you segment your potential customers, and communicate with them on both social media and via email. But if you only think of CRM software as a pre-sale marketing tool, you may be losing out. In this post, we’ll discuss how you can use your CRM as a customer service tool to beat your competition.

The Meaning of CRM

First, an explanation. Why would you use your pre-sale database as  a customer service tool? As it turns out, the answer to that question is easier than you might think. As we mentioned above, CRM stands for customer relationship management software. And isn’t customer relationship management simply a different word for customer service?

The more you think about it, the more it makes sense. Sending email messages to the leads in your database is an undoubtedly effective tool to help you nurture leads toward becoming customers. But if your efforts stop there, you essentially waste the various customer service opportunities provided by your software.

3 Ways to Use Your CRM as a Customer Service Tool

Using your CRM as a full-service tool, effective from the first touch until well after a lead has turned into a customer, comes with natural advantages. To take full advantage of the database, consider these three ways that should help you outpace your competition and keep your customers happy.

1) Gather Information

First, you should use your database as a mechanism to record all interactions you have with your current customers. Do they contact you regularly to ask about updates, how often to they buy from you, and have they ever indicated that they are unhappy with your product or service?

If you record these pieces of information in a customer’s contact record within your CRM, you can use it for future interactions to inform your knowledge about the customer and improve their satisfaction.

2) Send Loyalty Emails

How well do you communicate with current customers? Do you send them exclusive deals, current trends, and other promotional materials? The more involved they feel, the more likely they will come back to interact with you again and repeat their transactions.

A CRM, of course, can help you organize these post-sale communications. You can segment your contacts based on not only whether they are customers but also what type of customers, allowing for better targeting in your messaging and – as a result – a greater success rate.

3) Proactive Customer Service

Keeping diligent records and reaching out to your customers on a regular basis means that you can turn your customer service efforts from reactive into proactive. If you wait until a customer complains to you, chances are high you won’t easily satisfy them. If, on the other hand, you reach out early in the process and help them through the issue, their image of your brand will improve immensely.

We’re not going out on a limb when we state that most of your competitors’ customer service efforts are strictly reactionary. And while some of that cannot be avoided, effectively managing and taking advantage of your CRM’s features means that you can increase the chance that you catch your customers early in their dissatisfaction, and turn their mood around to improve their chances of sticking with you long-term.

In short, customer relationship management software can be a crucial tool in improving your customer service efforts, and setting you apart from your competition. To learn more about this type of software and how it can help your business, contact us today. We’d love to have a chat about our solution, and how it can help you succeed in a competitive marketplace.

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