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Your CRM & Customer Experience

How to avoid giving a poor customer experience to your clients

Capitalizing on the best uses of your Zoho CRM – or any customer relationship management software –  can improve customer experience. Customer Experience (CX) is a top initiative for many organizations. You’ve probably been hearing about it the last couple years, especially if your business relies on repeat clients, ecommerce transactions, or online leads. 

But how do you start taking ‘customer experience’ into account, and make it worth your time to implement? That’s what we’re going to talk about here.

But first, we can probably all agree that the Customer Relationship Management software you use is something that impacts every customer every time they interact with you, whether they realize it or not. Ensuring each experience is a good one for your customers directly impacts their lifetime value, whether or not they become a loyal customer. 

Keep reading to learn a few ways to get the most out of Zoho CRM in order to give a great customer experience.

 

What’s the difference between Customer Experience and Customer Service?

To start, it’s important to know how great CX is different from great CS (Customer Service).  Customer Service is most definitely a key factor in Customer Experience, but it’s only one part. 

Here’s an easy way to tell the difference: 

  • Customer Service is any interaction your customer has with a person at your business, including sales, service, or anyone in your organization who communicates with your customers. Customer Service is when you engage with and respond to customers in person, via phone, chat, or meetings. An example might be your client calling up, speaking to a sales or service agent and having an issue resolved perfectly in one short conversation.
  • Customer Experience on the other hand, is any proactive effort your company takes for a customer. It’s making sure that from the moment they find you, through to the post-purchase relationship, that your customer has what they need, when they need it. A great customer experience leads to loyalty. Increased lifetime value is also greatly impacted by the information you have and collect about each customer over time. 

It’s how you treat your customer when they don’t think you’re paying attention.

Now, if you just read that and thought, “I’m not a mindreader,” you are not alone. And this is where how your organization uses Zoho CRM – or any other CRM – can really make a difference in whether or not your customer experience is amazing.

 

What causes a poor Customer Experience?

There are a few signals of poor customer experience that can be resolved within your CRM,  and your primary users – Sales and Marketing Teams – can directly impact and improve them. Here are the things you CAN do to facilitate a great customer experience in your sales organization: 

  • You DO capture the information

Delaying the input of this information into your systems, or missing it altogether, can have a resounding impact on customer experience.  Be sure to capture sales conversations, interactions, and missed interactions in real time. This is the meat and bones of your CRM, and for example, includes capturing data in-person during sales calls, as well as website metrics when customers as known visitors are on your website or interacting with your social media or marketing emails.

Zoho CRM desktop lets your sales and marketing teams capture all of this with ease. And the mobile app helps keep everything at hand for times that your sales teams are in the field. The benefit of having this information is a competitive advantage and it can aid in reducing customer churn. The result is that your customer then feels you are listening to their needs.

  • You DO listen to your customers

The information collected from sales and marketing in your CRM helps streamline conversations, it allows customers to avoid repeating themselves. Have you ever had an experience where you had to repeat yourself to multiple agents at the same organization in order to get a resolution? How did that feel, and what can you do differently in your business to avoid that experience for your customers?

By listening to your customers and capturing information in real time you are able to provide great suggestions and service because you have enough information to do so. Listening can mean listening to a conversation you have in person. It can also mean capturing and analyzing the information your customer provides via their behavior on your website and with your marketing messages.

  • You DO respond quickly

In our digital world where information is available 24 hours a day from the palm of your hand. It is as important as ever to respond quickly to your leads and customers. Zoho tools can help with automations, journeys, and even AI! 

 

Use your data to improve Customer Experience

Give your customers what they want. Use Zoho CRM and Zoho One to capture web metrics, identify which content your contacts find engaging. Then utilize that information to have more meaningful sales interactions with every client.  Use that information to refine and enhance their experience with your company. Harness the power of AI to create personal connections with your customers. Streamline sales tasks and maintain efficient and timely communications with your customers. Knowing and using a process for managing data results in a consistent experience regardless of changes in your business. 

 

Access to organized data that is used at the right time and place can impact the bottom line. It impacts in terms of efficiency and by creating happy, repeat customers who had a great experience with your company.  Questions about any of this? Are you ready to get started utilizing Zoho One for a better customer experience? ZBrains consultants can help. Contact us any time.

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