Excellent marketing and a great product that speaks to the needs of your target audience will get the ball rolling for your business, and the relationships you build with your customers — and the support you provide to them — is just as important when it comes to lasting success.

CRM, or customer relationship management systems provide your business with increased productivity and marketing efficiency, with a central system to manage your customers and leads. Most importantly, CRM systems help you provide better customer support and improve your relationship with your customers and prospects.

Let’s take a look at how your CRM can improve the customer support side of your business.

1. Centralized Customer Data
2. Customer Onboarding Automation
3. Fill in Missing Customer Data
4. Customer Segmentation

4 Ways a CRM System can Improve Your Business’s Customer Experience

Paul Rjinders reiterates that most businesses focus on converting prospects with their CRM. There is ample opportunity for you as a business owner to work not only on sales conversion, but also on support experience for your customers with your CRM. Let’s take a look at how.

1. Centralized Customer Data

One great feature of CRMs that can help improve customer experience is centralized customer data. CRMs present all customer data in one place and provide your team with all the vital information needed to deal smoothly with a customer, irrespective of who is attending to them.

The sales notes for each customer are present, providing context for the problems they may be experiencing. Also, the notes from support chats and ticketing systems are compiled, making it easy for anyone assigned to the task to take it up.

With all the data in one place, it’s easier to segment customers and the kind of support they require into different levels and categories – for example, priority support, or separate groups for customers who have purchased specific products or services.

2. Customer Onboarding Automation

Getting new customers familiar with your products and services as quickly as possible is important. Doing this manually for every customer your business acquires can affect productivity and may not be very effective.

However, with a CRM system, you can automate workflows around educating new customers about your products or services and how they can get the most out of them. These activities can include a series of email campaigns that educate customers about different features of the products and how to use them.

You can also use the CRM to schedule check-in calls with customers to ensure they are getting the most out of your product or service, are satisfied with your offerings, and identify any challenges or obstacles hindering them from optimum use.

Another great way to use automation to improve customer experience is to set preset messages as responses to common queries from customers as an acknowledgment. This makes your customers feel heard and hopeful that their problems will be resolved in a timely manner.

3. Fill in Missing Customer Data

Personalized marketing is only possible if you have adequate data for your contacts and prospects. A CRM system helps you keep your contact list clean and updated, by merging duplicate contacts while deleting obsolete ones. This will ensure that you can keep in regular, personalized communication with the connections that matter.

Taking this a step further, some CRM systems automatically pull important information such as social media handles and profile pictures from social profiles into the platform, for a more personalized experience that makes your customers feel important and that your business cares.

With all the vital customer data fields filled in and up-to-date, all correspondences with your customers can be personalized for a smooth buyer journey and a great customer support experience.

4. Customer Segmentation

People are diverse, and your customers are no exception. Each individual will have a different outlook on what a great customer support experience is, and this will be impacted by their interests, values, who they are, where they work, etc.

Segmenting your contacts using different parameters will help you speak to the needs of each customer segment appropriately, making them feel heard and appreciated, which in turn makes for an excellent customer support experience. You can organize contacts by their specific product categories, associated company, interests, and much more.

Make your customer journey seamless and provide the support they need for an enjoyable user experience and smooth customer support experience with a great CRM system that helps you keep everything in check.