CRM is about gaining and retaining customers. By leveraging a CRM system, organizations can document and react to a customer’s experience based on information collected over time.

Examples of the types of information that can be tracked in a CRM system include (but are not limited to) the following:

  • A customer’s contact information (business and personal)
  • Recent customer activity (visits to your website or calls)
  • Customer support issues or cases and the status of their resolutions
  • Commitments that have been made to the customer
  • Status of current customer orders
  • Any other personal information about the customer that can strengthen your relationship (social media interactions or in-person relationship-building meetings) is data empowers everyone in the organization with the ability to view a unique profile of every customer so that internal teams can collaborate on catering to that customer’s specific needs.

More than anything, customers want to feel valued and appreciated by the company in which they invest time and money. To a customer in need of support, a company that has no prior information about a customer, continuously transfers the customer to different departments, or makes the customer repeat information conveys the following message: “We don’t care about you.” On the other hand, if your company has information readily available, the customer is able to see the value you place on maintaining relationships.

Consider the kind of service your favorite airline would provide. For example, when you call that airline, perhaps the phone system recognizes your phone number and welcomes you by name. From there, the system might let you choose to use their automated system or simply say, “operator,” to be connected to an agent immediately. The agent will address you by name and already knows all your preferences, upcoming booking information, or issues you may be having. By knowing you, the airline is providing a reason for you to continue doing business with them.

Taking the time to empower your employees with tools to better know your customer can make all the difference in whether or not you gain a new customer or retain an existing customer.

Customers who feel valued are happy customers and happy customers mean repeat business—not to mention, improved bottom lines.