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Why your business needs a CRM system


Regardless of the size of your business, having a safe storage space for your customers’ details is vital. They can save you money, cut down admin tasks and help you stay organised. Whether your business is online or has a physical location you need a Customer Relationship Management System (CRM).

Questions to ask yourself:

1) Where are my customers' details stored?

If we were to ask you where you store your customers’ details, what would your response be? We have heard everything from on paper, in excel and MailChimp lists. Unfortunately, if you aren’t actively storing your customers’ details then you have no way of communicating with them in the future. Likewise, if you don’t have an easily accessible record of previous customers details how can you track your customer retention or improve your customer service?

2) How do I contact my previous customers? If your answer to the previous question was you don’t, then you have no way of contacting your past customers. A customer that has bought a product or service from you before are 27% more likely to order from you again. By storing your customers' details in a central and safe CRM you can stay in contact with them regularly and therefore encourage them to shop with you again.

3) How do I make my customers feel valued?

Regardless of the size of your business, your customers want to feel special. By offering a personalised experience your customers are more likely to develop loyalty towards you. A study found that 80% of the respondents were more likely to do business with a company if it offers personalised experiences. Most CRM systems allow you to personalise emails to your customers rather than sending a generic email to your entire mailing list.

For example, a fashion e-commerce store will be able to personalise their email to include the customers’ name, their fashion preferences and products they think they would like depending on their purchasing history. I.e Hi Katie, we think these tops would look amazing on you!

4) Do I find communicating with my customers time-consuming? Do you struggle to make time to construct electronic direct messages (EDM’s) to send to your contacts? Most CRM systems allow you to set up marketing automation within the program allowing you to sit back whilst it automatically sends your email marketing campaigns.

Marketing automation allows you to contact your customers throughout their purchasing journey, using personalised and useful content to convert prospects into happy customers. It’s so effective because it enables you to deliver the right content, to the right customer at the right time.

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