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Plugging in all the live beacon-data from your physical business’s locations directly into your CRM system can have a measurable and positive impact on your abilities to personalise offers and messages in real-time.
Let’s explore how this can be achieved, and answer some straightforward questions you may have around a piece of software you may not be using, or utilising to its full potential.
What is a CRM?
CRM stands for Customer Relationship Management, and it refers to any system used to manage a company’s interactions with its current or future customers.
The purpose of this to help automate some of the more time-consuming, labour-intensive customer service chores so you can spend more time and effort developing the actual human-side of your relationship… the one that will lead to a much healthier customer lifetime value (CLV).
Why should you use a CRM?
A good CRM should organise, automate and synchronise all of the customer facing areas within your company, and not just sales, but also customer service and technical support. (Also marketing too, which we’ll get to later.)
It basically means you can chuck all those massive ledgers and rolodexes in the bin, and hopefully means you’ll never miss an important detail or calendar date in relation to your customer, wherever they are in the sales funnel.
This information on your clients is stored in one place, and should be shared with your whole team. Anyone can update the data, and these updates will be made live immediately. This means that everyone in your business is on the same page when it comes to the relationship.
A decent CRM should also provide you with metrics and help you forecast for the future. You’ll be able to see the complete history of your interactions with a client and you can use this to strategise for the future.
What types of data can be plugged into a CRM?
All the traditional channels, such as telephone calls, emails, face-to-face meetings can be entered into a CRM, but the system you choose should definitely come with social integration and be able to harness mobile data.
More and more people are using social as their first port of call when it comes to contacting a brand, and more often than not, this is done via mobile.
However, what about the missing piece of the puzzle?
Many businesses do not have the complete picture of any given customer journey, particularly those with premises in the offline world.
Without the ability to identify and measure a customer’s in-store interactions and behaviour, then a CRM will never truly be accurate.
But how can a business take these offline interactions and make them… online?
How live data from beacons can complete your CRM strategy
By placing beacons in your premises, you can measure exactly how a customer behaves in-store. If you target an individual who has your mobile app, with a specific message or offer, you can answer many difficult questions that most businesses can only struggle to guess at…
Has the marketing worked? Has the notification directed that person into a store? How long did it take? Did they use the offer? Did they buy anything else? How long did they spend in-store?
You could then prompt the customer with a quick survey, asking if they enjoyed the experience and where it could be improved.
All this data could be fed directly into your CRM, and can immediately be used to improve communications and personalise offers for the next person that wanders through the door.
Ultimately, this live data coupled with your existing CRM data, is designed to improve customer service. However, never before have we had the capability to do so in such an agile, on-the-spot manner that takes into account the entire long-term customer relationship.