What are the steps in the CRM process? Nowadays, customers expect to be treated as individuals. You need to fully understand the CRM process to deliver specialized services to each customer effectively. CRM solutions help an organization achieve all its set goals concerning customer relationship and management.
What is the CRM process?
Customer Relationship Management is the system of maintaining client relationships to go beyond a one-time shopping experience. CRM software aims to keep the trust that a customer has in the company and nurture this trust to brand loyalty.
CRM process is the CRM approach that follows up a customer, develops brand loyalty among customers, and increases client satisfaction. Also, the CRM process applies software tools to build brand awareness, increase profit and improve brand positioning.
Five steps in the CRM process
CRM process involves all the steps of capturing a customer’s interest, making a sale, and retaining your client for future sales. Here are five main steps involved in the CRM process:
1. Getting a client
Getting a customer’s attention requires careful planning and strategic position to attract their interest. Reaching a particular client in a very competitive industry involves being different enough to be noticed.
Mostly, it starts with getting noticed, then progresses to offering the right product at the right price to the client. Connecting to a customer is a delicate dance that every business must learn.
2. Offer the right product
Selling the right product is the next step in the CRM process. You can segment your customers into various groups based on their spending habits. Customer categories could be any of these:
- Location, etc.
3. Make the sale
As soon as the conditions are in order, the next step should be to make the sale. Conversion of a potential customer to an actual customer means to ensure they purchase a product from you.
Most marketers make the mistake of thinking that a conversion is a one-time event. A customer can continue to buy from a company even after the first purchase, but it depends on applying the next few steps.
4. Client Retention
Post-sales activities build a relationship with the client and foster loyalty to your brand. This is the central idea behind customer retention. Nowadays, client retention involves:
- Strategically following up a sale
- Offering quality after-sales services
- Motivating a one-time customer to buy again
You can use email marketing to gently motivate the client to trust your products one more time. Aggressive email marketing will only push your customers further away.
5. Client Loyalty
A satisfied client becomes a loyal customer. Top-quality products, email marketing, and after-sales services further reinforce your client’s confidence in your products. At this stage, the CRM process is complete. The customer now needs little or no persuasion to buy from your brand because of trust.
Applying the complete CRM process cycle will reduce future costs of marketing for each user that becomes a loyal customer. Every customer should be followed up until the last stage of the CRM cycle to recoup marketing costs fully.