CRM marketing: an overview & examples of best practices
The widespread use of technology is redefining how businesses organize contact information and manage their customer relationship. Remember the last time we talked about the key functions of CRM together with 5 recommended tools?
This time, SleekFlow is going to cover CRM marketing in more depth, along with some CRM best practices for you to consider when implementing a new strategy.
Customer Relationship Management (CRM) is a strategy that specializes in gathering customer data from various channels, including but not limited to company websites, phone calls, emails and marketing events. After integrating all information into an all-in-one platform, the system will soon begin to analyze the overall purchase preferences and behaviour patterns, providing an evidence base for future actions.
This is Rolodex, the very beginning of CRM. It is a desk accessory which users can spin through the index cards to find out the contact details and sales records of each customer.
Back to the 1950s, businesses used pen and paper to take note of everything vital to their operations. Then with the inventions of Rolodex and computers, the process of customer management becomes much more systemic. Until the 90s, CRM has successfully become a very professional solution for companies of all sizes.
In today’s digital era, data is obviously the king. In order to consolidate and optimize the relationship with existing customers, businesses crave all personal, behavioural and demographic information. Still, data can be useless if there is no appropriate strategy.
That’s when marketing CRM comes in handy – it helps businesses to better understand the customer lifecycle by linking up statistics collected from a variety of sources. With its operational and analytical abilities, businesses can easily discover patterns in a particular segment of data, making strategic planning no longer clueless. Consequently, businesses can develop more precise tactics that can drive a tremendous increase in customer loyalty, retention, and most importantly, revenue.
1. Audience Segmentation
When it comes to customer relationship management (CRM), one key success driver is to offer customer-centric marketing material. To achieve this goal, you first need to divide your customer base into small groups according to their characteristics, for example, genders, interests and shopping habits.
A marketing CRM should be able to segment leads into different categories, helping marketers to prepare messages and campaigns that suit customers the best.
Before deciding whatever CRM to use, be careful if its database caters to your business needs.
Take email marketing as an example. When you are trying to conduct A/B testing, you need data like open rate, click-through rate and conversion rate for a comprehensive comparison. A marketing CRM should be able to measure these metrics and generate an analytics report, which is indispensable to ongoing performance improvement.
3. Landing Pages
Landing pages refer to the arrival touch points specifically created for a marketing or advertising campaign. Very often, marketers will include a responsive web form to capture all the right customer data for follow-up.
A marketing CRM normally comes with an easy-to-use landing page builder, allowing people without a coding or design background to create a high-quality page on the fly. After launch, all the information collected through the landing page will be immediately synchronized with the CRM database, giving businesses a full picture of each and every lead generated.
4. Reports and Dashboards
Given that a CRM is supposed to streamline the marketing process, it should be able to visualize ample data in a dynamic and interactive way.
Most marketing CRM systems come with customizable dashboards and reports, so users can feel free to export an overview of the dimensions and metrics they care about most.
Can you imagine how effective your team will be if there are no more manual yet repetitive tasks? Well, marketing CRM should be able to let you live your dream.
For instance, it will take over all time-consuming duties such as data entry, contact update and notification send-out. When there are incoming calls, it can automatically assign the requests to different representatives, facilitating easy collaboration between teams.
In short, the ability to streamline workflows and processes associated with sales, marketing, and customer support makes the CRM system a great assistant. For businesses that are hoping to manage leads, sales pipelines and onboard customers with less effort, this all-in-one platform is undoubtedly the perfect solution.
Social CRM is a shortened form of Social Customer Relationship Management, meaning the integration of social media and instant messaging platforms such as Facebook Messenger, WhatsApp and WeChat. Since customers can interact with businesses in whatever way they like, you open the door for them to initiate conversations with you, and thus, boosting up the customer base.
Compared with traditional email marketing, Social CRM outperforms in terms of engagement rate – social media and instant messaging gain 6x more open rate and 8x more click rates. Not to mention the fact that customers are more willing to reply to messages directed to their phones.
1. Automated Customer Support – Hello chatbot
It is a chatbot created by Hipmunk, a travel site to scour deals on flights, hotels and more.
With an aim to reduce response times, Hello chabot is capable of answering general FAQs 24/7, preventing loss of customers due to delayed customer service. Moreover, the bot can be integrated with various applications like Facebook and Skype, making it more convenient for customers. Product Information Management has to be aligned with the companies business applications, and other PI providing sources like CRM, eCommerce, and ERP.
2. Continuous Engagement – Sephora
Maintaining seamless engagement with your customers can be a bit overwhelming. Still, it is crucial to customer satisfaction.
Sephora has therefore introduced a marketing CRM to handle this daunting task. Not only can the software automatically send a thank you email and an invitation to review, but it can also cross-sell or even upsell the products via personalized content. The program is a huge success in that Sephora has acquired 17 million more loyal members, and members account for almost 80% of its annual sales.
As an integrated omni-channel customer communication platform, SleekFlow is able to merge social profiles such as Facebook, WeChat and WhatsApp to one platform for teams to better support and engage customers. Apart from that, SleekFlow also offers a wide range of functions:
Multi-login to ensure the team can actively and simultaneously work together, providing instant customer service and support
Segment, filter and label customers by robots
Deliver personalized messages to target groups so as to keep them in the loop
Users can send broadcast messages to various channels with a targeted list of customers with just a click.
Simply fill in the campaign title, channels for disseminating your messages, the recipients and content, the messages will be ready to send out.
You can use it to send status updates, broadcast promotions, birthday messages and regathering campaigns. Generally speaking, it is similar to eDM but with more personalised features and higher instant reply rates.
You can check the response rate and export a CSV file on the same portal.
SleekFlow helps you to simplify the workflow by eliminating the manual activities. You can determine under what scenario should the system send personalized auto-replies.
You can also distribute different conversations to a specific person, by queue or leave it as unassigned.