Communicating with brands on social media is now as natural to us as breathing. It gives consumers the ability to communicate on a level like never before.
Not only does this give a more personal feel because the sales person is engaging directly with a customer one-on-one but it also brings conversation into real-time. People are becoming more and more used to brands being accessible and able to answer their queries rapidly.
With this added pressure in mind, brands must now ensure that whether a consumer’s browsing their website from a desktop or smartphone, tweeting their customer services team or physically in a store, the brand’s communication with that customer should remain consistent.
People buy from people, therefore, in order to increase sales, it is becoming more and more important for customer-facing employees to be armed with all the information they need to talk to their customers as individuals. This data could include information on past conversations, purchases or even the customer’s birthday.
Treating each customer as an individual is key to providing effective customer service. CRM systems allow customer-facing employees to answer questions quickly based on previous conversations with each customer, previous products bought and recent social media interactions. Products and services can also be cross or up-sold depending on those customers’ individual needs.
For example, if you were selling mobile phone tariffs. You could use information about customers and their past purchases and habits to recommend a more beneficial tariff based on their current usage. This personalised insight makes customers feel more valued and believe that they have received a better deal because of this tailored customer service. In order for this to become a reality, it’s essential that the brand is able to establish a single view of each customer. This will ensure the employee has all the information they need at their fingertips, in order to tailor their service as required.
Advancements in technology mean that CRM platforms, which supply this complete customer view, can now be used on the move by sales people. It enables them to access the important data they need that can mean the difference between a hard sale and a warm lead. With all the data on a single dashboard, the sales person can personalise their approach and in turn up productivity and efficiency in their day.
Imagine how you would react if you contacted a brand to complain and they knew all your past history and could address the problem in a few short minutes, saving you precious time and money. Now picture the situation, if you were considering purchasing a product and the salesperson already had an idea of what you might need and how it would best benefit you. You’d be far more tempted to buy than a random scatter gun approach of products, which would feel fake, impersonal and could leave you feeling frustrated.
With the increasingly flexible pricing models offered by CRM providers, all brands, regardless of their size, are now able to offer a more personalised customer service. The answer to increased sale leads is all in knowing your customers wants and needs before they come to you, and supplying a solution to all their enquiries.
With CRM tools, a salesperson is able to adapt their pitches to cross and up-sell, making both your customer and business tick.