CRM PLATFORMS FOR SMALL BUSINESS

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Here we take a quick look at some alternative CRM platforms for local business in 2021

You might have heard of the ‘big CRM platforms’ such as Salesforce, Adobe, MS Dynamics and others but big isn’t always best – when it comes to small business, you may find that you don’t really need a lot of the extra functionality that the more expensive solutions offer… and price or resourcing could be a limiting factor.

Even if your organisation is just starting out, consumer relationship management (CRM) software should be the hub of your business’s interactions with all of your future and present consumers. CRMs handle contacts, track sales, record activities, send e-mails, make calls, and dozens of other functions. Some go above and beyond and include functions that let you manage jobs, automate processes, build reports, or market your business.

Zoho CRM
GOOD FOR: Scaling your business
Zoho CRM price range:
Free for 3 users; from $12/month for paid plans

Freshsales
GOOD FOR: Ease of use
Freshsales price range:
Free for endless users; from $12/month/user for extra functions

Vtiger
GOOD FOR: All-in-one CRM
Vtiger price range:
From $30/month/user.

HubSpot CRM.
GOOD FOR: A fantastic FREE alternative.
HubSpot price range: 
Free for unlimited users; from $50/month for extra features.

Insightly.
GOOD FOR: Project management.
Insightly price range:
Free for 2 users; from $29/user/month for paid plans.

Let DR CRM manage your CRM strategy, e-mail build and platform integrations – contact us today.

WHAT IS CRM? THE DEFINITIVE GUIDE TO CUSTOMER SUCCESS

DR CRM Strategy Consultation

What is CRM, what does it stand for and why should your company want it? We address all these points and also more to show you just how CRM can benefit your business. In reality, whether you have a particular system, platform, team of dedicated people, or if you just record what your customer purchased and their contact details, on some level you already have CRM in place. However, in the last few decades, CRM and the science behind it have evolved rapidly – to a point where it’s central to almost all decisions in many businesses.

So how does CRM align with sales, marketing and customer support divisions in your business?

CRM is in fact, much more than just technology. When applied effectively, CRM helps you develop better client connections, boost business profits and also produce an exceptional client experience.

CRM means ‘Customer Relationship Management’.

It’s a company-wide company strategy made to enhance earnings and also productivity,.

The CRM philosophy is straightforward: The customer is number one

By putting the consumer first, you can break down organisational silos and become a customer centric company.

When your business takes a look at every transaction via the eyes of the client, you can’t help but supply a much better client experience, which subsequently enhances loyalty to your firm.

86% of customers want to pay even more for a better client experience
Consumer driven firms are 60% even more rewarding than those that aren’t.
1 in 3 clients will likely abandon a brand name they love after just one adverse experience unless properly addressed.

A CRM platform unites all details from various divisions throughout the company to provide one, alternative view of each client in real time.

This allows customer-facing employees in locations such as sales, marketing and consumer assistance to make educated and also quick choices on whatever from up-selling and cross-selling, to enhancing the top quality of customer interaction as well as responsiveness, to working with the monitoring of sales and marketing campaigns.

CRM STRATEGY IS YOUR BEST WEAPON

When executed efficiently, CRM gives business not only insight right into the possibilities to grow company with each client, however a means of determining their value.

Why is CRM strategy crucial to your company?
CRM is more vital than ever before to businesses since it can assist you to acquire brand-new clients and also preserve existing ones.

A report by Gartner discovered that CRM software incomes have now overtaken database administration systems to become the largest of all the software markets.

Gartner Magic Quadrant Report

In today’s extremely competitive atmosphere as well as with many products and services to select from, consumers are picky and client loyalty seems to be a distant memory.

The minute a brand-new item is presented into the marketplace, it takes only a few months before that services or product suddenly ends up being a commodity, which, subsequently, means it’s very easy to switch over companies.

Not all customers are created equal.

Some are a drain on customer service despite spending extremely little. Other consumers do business often, commonly getting brand-new services and products and also might even be solid influencers in their market.

In cases like these, CRM aids prioritistion of sales and also marketing efforts when dealing with various client groups.

It also provides business a far better means of comprehending customer needs and wants in order to improve the method the item portfolio is supplied to them. The even more you find out about your customers, their acquiring choices and also behavior, the more likely your offer will get on target.

CRM develops customer relationships.

Just how does CRM work?
Some individuals think of CRM as simply a technology… technology is just the vehicle, whereas strategy is the driver.

No modern technology, despite just how sophisticated– can be effective without a strategy to lead its application as well as usage. Company strategy as well as innovation should work together in order to bring a customer-centric plan to life.

Let’s have a look at the role CRM plays in customer-centricity, consumer information management and also automation.

  1. Supports a customer-centric strategy.
    A CRM system sustains a strategy which says that the customer goes to the center of everything that you do. This customer-centric strategy needs to be based upon clear objectives as well as a vision of what a purposeful experience resembles.

Customer-Centricity.

A valuable client experience is an important component of CRM

Gartner Research – “Improving the Customer Experience”

Each time a client comes into contact with an organisation, through any one of its networks, the client has a chance to create an opinion– be it great, bad or uncaring. With time, this cumulative collection of client experiences creates a photo in the customer’s mind, which subsequently, creates the image of the brand and also values.

Organisations that are serious about CRM design and also preserve a quality customer experience due to the fact that they acknowledge that a poor client experience is a step toward client churn, whereas an excellent experience urges commitment.

  1. Centralises all your consumer data.
    CRM software combines all sales, marketing and also customer service info right into one central database.

With 92% of companies collecting data on prospects and customers, having access to all data in a database means less silos within your organization – thus assisting you achieve consumer centricity.

What type of customer information is being accumulated?

Customer information consists of, but is not restricted to, contact number, addresses, demographics as well as historical activity. The software records what was reviewed, what the next follow-up day is as well as also the status of an open item – all of these records also play an integral part in being GDPR compliant.

This info can then be used to handle, gauge, as well as monitor marketing, sales as well as client service tasks as they associate with the client. In general, it develops better consumer commitment and a much better customer experience.

Therefore, Sales can’t blame Marketing for not connecting with them. Marketing can’t criticise Sales for not executing their projects as well as Customer Service can’t blame Sales for disgruntled customers – and manager can make better decisions for the good of both the company and the customers.

Everyone has the same accessibility to the same customer info – giving you a full 360-degree view of the customer.

  1. Automates customer-facing company procedures.
    Firms have customer-facing processes and also business-facing processes.

Business-facing procedures are those that make the company run extra effectively such as budgeting and also preparation whereas customer-facing processes consist of sales, marketing and also client service.

A CRM strategy focuses largely on the customer-facing processes and makes them better in terms of satisfying the demands of the customer.

The entire CRM process begins with a lead– the name of someone you think you can sell something to.

Usually, an individual has actually filled out an internet type as well as offered you with their call details.

Once the lead is taken into the system, the software application will after that take it through to the sales process. It’s the CRM system that will certainly advise the sales person to call at an agreed upon time. Each time you engage with the prospect, you will record it right into the CRM system. If someone else finishes up talking to the possibility, the exact same uses.

Essentially, CRM tracks all lead-related activities as well as what’s been said and done.

At the exact same time, the CRM platform is a collection of files, phone calls as well as e-mails. When an interaction with a prospect is initiated, you get a split-second, automated path of communication. Due to the fact that the info remains in one central location, any person in the company can assist he or she out.

Whether you’re in sales, marketing or customer support, a CRM system can help to automate a specific business process, as well as to automate the method each procedure collaborates with the various other. It goes without stating that each company process have to be well defined as well as efficient in order for a firm to accomplish great outcomes.

Customer-facing procedure automation.

  1. Lead management.
    There’s a whole process before a lead ends up being a customer.

You need to identify a lead, after that qualify it as well as just then convert the introduce a sale.

A lead can come from many channels– a website, chilly calls, social marketing, an event/seminar, or it can be bought (providing the purchase checklist is inline with GDPR).

With this variety of networks, it has to be clear which individual or department is ultimately in charge of logging the lead in, due to the fact that this determines just how the lead must be routed as well as exactly how it will certainly be followed up on. Without a plainly defined procedure (work circulation), leads can end up lost or failed to remember, which causes aggravation, lost sales performance and also a bad consumer experience.

  1. Consumer support.
    There must be clear guidelines for exactly how customer service requests are taken care of.

These policies specify whether a demand goes to the first or 2nd line of assistance, what sources will certainly be made use of to solve a consumer’s issue and also how status updates will be shared to make sure that the concern is being attended to. As soon as the job flow and rules are defined, the CRM system can automate the entire circulation.

At the exact same time, it maintains a document of all get in touches with’ history, to make sure that client service teams can see the details to get a better understanding of exactly how to help the client, which can then be utilized to boost consumer contentment.

3 Types of CRMs.
Not all CRMs serve the exact same function.

Depending upon your company goals, you may only require a details collection of tools for your sales, marketing and customer assistance divisions.

Below’s a close up of exactly how CRM can support each of these crucial roles.

  1. CRM for Marketing.
    Successful marketing projects depend on data from possible and also existing clients to develop smarter strategies and also construct much better company relationships.

Marketing CRMs allow you to gather and keep this information in a system while tracking information throughout lots of touchpoints in your consumer’s trip.

As prospective customers engage with your marketing campaigns through kinds, article, as well as e-mail, you can quickly identify buying patterns as well as behavioral patterns. This aids your marketing team to cater extra properly to a possible client’s requirements, personalize their experience, and also raise new consumer onboarding.

KEY BENEFITS OF CRM FOR MARKETING

Reach your target audience more effectively.
Gather extra top notch client leads.
Launch significant discussions with your company
.

  1. CRM for Sales
    While a marketing CRM supplies the tools to draw in, involve, and also nurture relationships, a sales CRM focuses on shutting bargains.

As customers relocate better to a buying stage, having the right tools aids your team remain on top of sales chances without losing track of an offer.

Sales CRMs are developed to supply quotes, track performance, and also organize tasks. It should likewise supply your sales rep with a central center to handle their time effectively, automate hand-operated tasks, and also receive feedback in genuine time.

Business that make use of a sales CRM can forecast anticipated earnings a lot more properly by analyzing value, estimated close dates, and chance of closing a bargain throughout their sales pipe.

KEY BENEFITS OF SALES CRM

Provides real-time understandings on client as well as sales tasks.
Develops a database that handles as well as checks offers.
Increase pipe efficiency as well as forecast precision.

  1. CRM for Support.

A CRM for support includes a ticketing system to manage all client questions easily. All consumer inquiries, whether by email, social media sites messaging, or telephone call, are captured as well as organized centrally in a CRM database.

In order to supply meaningful customer support, having a dedicated CRM helps to far better furnish your group to deliver a seamless consumer experience – such as a data base, live chat assistance as well as computerized reaction.

KEY BENEFITS OF CUSTOMER SUPPORT CRM

All-in-one ticketing system to track, connect, as well as fix consumer questions.
CRM database to align your assistance team’s activity with automatic reactions for a smooth experience.
Provide 24/7 self-support with a collection of frequently asked questions (i.e., Knowledge Base).
Depending upon your instant objectives and needs, a full CRM might not be necessary. However, empowering your marketing, sales, as well as consumer assistance groups with the right tools can allow them to supply a far better experience to your existing and possible consumers.

At DR CRM, we have been collaborating with many of the globe’s finest loved companies for over 17 years. When it pertains to constructing consumer relationships, experience is invaluable – speak with us today and we’ll help you bring overall customer success to your company! Call us today at https://drcrm.wordpress.com/contact.

5 EASY CONTENT HACKS EVERY SMALL BUSINESS SHOULD BE DOING

You hear it everywhere, “content is king” – well, while I know it’s a bit hackneyed now, there’s a good reason why you’re still hearing it… it’s true! The internet loves content, it keeps social media moguls in business. Importantly, people love content – we can’t get enough of it. In fact, it’s estimated that by 2025, there will be over 450 exabytes of data produced every single day, that’s right, I’m not sure how many gigs are in an exabyte either!

So content is important, we get it and it’s not going anywhere fast, we get that too. So if you’re in business, any business and you are not producing digital content -(yes, that means even if you own the shoe shop in your village of twenty houses), you need to be producing content.

The good news is that you don’t have to be an expert. You don’t even have to employ experts to do it for you (although sometimes it helps) – but if you don’t have time and you need to know where to start – here are some essential tips that every small business should be employing when it comes to content.


1. Curation

You don’t always have to create new content – curation can also give you credibility. By giving your take on other’s content and by giving credit to them, you can look authentic as well as reaping the rewards of engagement. This might be a ‘re-post’ but you need to add your own twist to it – sure, it might take an extra 10 minutes to craft but the rewards are well worth it.


2. Stock Images

Images help give you a professional look and with all that content out there, you need to be able to stand out from the crowd. However, if you don’t have time to create images, there are FREE images online. Unsplash has millions of fantastic images to choose from and it’s always courteous to give the creator some props too.


3. Be Distinctive

You own your brand and your brand says a lot about you – give everything you create a consistent look and feel – use similar wording, repeat colours and styling. That’s why major brands even patent their own colours and fonts – it’s not just an ad for the company, it IS the company.


4. Use Call To Actions

You might have all the above but don’t forget that your content has to work for you too – give the audience something to do, follow them up and nurture. Build your fanbase! This might be asking them to ‘shop now’, ‘sign up’ or ‘speak to an agent’ but by all means necessary, find a way of being able to create a relationship with your customer using your content.


5. Recreate vs Repost

You might think that creating that video and uploading to YouTube and sharing that link is a wise and time-saving idea and you’d be right, except that some companies aren’t friends – so ensure you take the time to re-upload and recreate articles, videos and listings, natively on the platform you are advertising on.


Are you looking for help with your content? Get in touch for expert advice on getting the most from your customers through content strategy.

Contact me today!

DR

Email vs Web: Breaking the Code

You probably wouldn’t let your dentist perform open heart surgery and I’m assuming you wouldn’t trust a cardiologist to fix your teeth – both highly skilled medical professionals but importantly, each with specialist interests. So, if this makes total sense, why do so many businesses entrust their email HTML issues with web developers? Now, of course, that’s not to say that web devs have no idea about email or that they don’t have highly specialised knowledge in other areas of HTML development but they would be the first to admit that email HTML is a different beast altogether.

Recently, a client had previously employed a web developer to handle their template set up before calling on DR CRM to fix their code. On the face of it, the templates developed by said web devs could be set up and sent without apparent issue – great! Or was it? A simple light scratch beneath the surface was all it took to witness the horror show and soon, the whole code began to unravel like a knitted jumper caught on a rusty nail in an old table.  A tenuous link? Maybe… but talking of tables, that’s a great place to start when looking at why so many get email HTML development so wrong…

Turning the tables on standard coding

The challenge (consider it a ‘problem’ if you aren’t up for the challenge!) with email, is that there is no universal standard ‘reader’ and so what works for Outlook 2016 may not work for Apple Mail or even older and newer versions of Outlook! So we can’t just throw out older coding techniques because they are no longer in fashion, we also have to accommodate the old and the new and keep building and that means tables – lots of tables.

Tables hold the structure of your email together and so whilst web browsers can rely on CSS, many email clients ruthlessly strip out the code, leaving your email withering like a body without a spine. For instance, Gmail, Outlook, Lotus Notes, and many more email clients all have issues with floated elements, and are notoriously unreliable with margins and padding styles.  

Have you ever experienced spacing issues in your email? You’ve set table widths to match the images contained within it, you’ve used the right tags for spacing but you still can’t seem to get the thing to play ball. You’re not alone – email coders have perfected techniques which allow them to maintain consistency across email clients without breaking the code. There are many common problems and watch outs with email code which are often overlooked, here are just a handful…

Background colours and images:

Some email platforms make it seem like you can have it all – background image with text overlay? No worries! Looks great in the builder, not so good in Outlook. With email code, when you understand the limitations of the email readers, you’ll start to find solutions but ignore those limitations at your peril! Here’s a handful of useful tips to help with better rendering.

Spacing issues:

Nested tables could give you a helping hand here – even when padding and margins are supported, issues with spacing may still occur so it’s useful to have something that will provide consistency.

Background colour issues:

Some email clients will ignore backgrounds set on the body tag or style sheets. For this reason, wrapping a table around content and setting a bgcolour attribute on it is a nice little workaround.

Inconsistent cell widths:

Setting pixel width attributes in cells ensures greater control over your table elements. Using cellpadding on the table as well as via CSS can also cause issues – so choose your code wisely, test and test again!

Get Inline

Some email clients will remove the CSS from your code’s header. If you aren’t applying inline styles to your email HTML, you are basically relying on whatever the email client uses to render the email. Remember though, it’s important to cover all bases because there are certain styles that do not work so well inline—you’re unable to specify :hover states for links, for example, so it’s worth keeping the styles in the head as well as in line – Gmail for instance will strip out some inline CSS within the Gmail app in certain circumstances – so ensure you are using the right combinations of coding to ensure consistency across both email client and devices.  File size used to be a big headache and not so long ago, even email coders were reluctant to add extra elements because of it. Nowadays, with increased speeds and computing advances, the extra download time is outweighed by the benefits.

But it’s not even code!

With email code, you’ve also got to be able to read between the lines – literally! If you are new to email coding and are still reading, you may be starting to understand why this is quite a nuanced art. Here’s a couple of things that web devs don’t generally have to worry about…

Comments – in the world of web development, comments are words in between the code – so they shouldn’t affect how the code looks, right? Well theoretically that is true but within email templates, comments are useful and sometimes essential – eg for defining drag and drop blocks. So removing them may impact the entire functionality of your template.

The same can be said for whitespace – surely, as per web pages, it doesn’t matter how much white space there is, so long as there’s correct coding throughout? Well you guessed it, within email code, whitespace can cause all sorts of rendering issues—especially if you have whitespace between table cells.

Image is everything?

Research shows that up to 40% of email recipients never enable images at all. Adding to that, people who choose not to allow images and that’s quite a massive portion of your database that will never see your logo in their inbox, let alone your latest offer.

As marketers, we know the power of images and so I would encourage you to design your emails with the same creative flair that you would for your TV ads. Except, email is a great example of where technical know-how is just as important as creativity and when you know how to code to get the most out of your emails, you wouldn’t be derided for calling it an art form in itself.

Have a look at the table below, you’ll see why it’s important to consider coding without relying on images.

Email ClientImages displayed by default?
Yahoo MailYes
Windows Live MailNo
GmailNo
Outlook.comYes
AOL WebYes
Apple MailYes
Outlook 2007No
Outlook 2003No

In recent customer feedback surveys, DR CRM has been rated 5/5 across service, technical knowledge and customer support. If you would like support with your email marketing, get in touch today at drcrm.com.au/contact

DR

3 ways to supercharge your customer journeys

Do you have customer journeys in your CRM program? I have no doubt that the majority of people reading this article would have some kind of automated journey set up for some or all of their customers – welcome and on-boarding, lead nurture, cart abandonment and re-engagement being the usual suspects and there are many more besides. If so, you’ve probably experienced some success with those – perhaps your welcome program has great email open rates and your cart abandonment automations are returning decent conversions? That’s great but do you feel that there’s more you can do to improve performance? If so, you’re right, so let’s have a look at some of the things that clients are doing to put their customer journeys into hyperdrive…

Testing

The problem with testing is that you need resources to do it and there’s no guarantee of an increase in conversion when the results are in. I try to encourage testing wherever possible, especially if insights are sparse or not current. Every brand, product or service is different so it’s important to find out quickly what works for you and what doesn’t. There is so much to test though, so where do you start? Email subject lines and pre-header A/B tests are the quickest to implement, even without an enterprise platform but another low-cost/high-return option is to test timings. Often overlooked but highly effective – a recent strategy I put in place tested moving an automation out by 2 weeks, based on what the data was telling me. The result was a dramatic increase in engagement of over 50% – this again can be tweaked further but you get the idea.

Multi-channel

Are you hammering email? There’s no doubt it’s a fantastic channel and still growing even today. However, we have so much more in terms of first party communication channels nowadays, it’s worth thinking about how your audience interacts. With high-value products and indeed most products and services, unless you’re ready to buy it (a great segment which you can identify but I’ll talk about another time!), you’ll need some convincing and some repeated exposure before purchasing – you may have heard of the ‘advertising rule of 7’, which is about right, albeit in a very average calculation – this is where people need around 7 exposures to an ad before making a decision. This means that you need to get in front of your audience many times, even if they are existing customers. Now, you can do this via email exclusively but much better in some circumstances to mix it up and incorporate other channels where possible. Social media is effective for exposure and interest as well as re-targeting, SMS is very direct and great for limited offers in the right context but why not get a little more exotic? Have you thought about DM – old school but gets cut through in today’s world and is very successful for many brands. How about mobile push? Or for those with large databases, using a DMP or partnering with secure data-matching partners such as LiveRamp or Infosum – the more data the better, I’ve seen both very high and very low ‘match rates’ but when it works, it gives you access to a much broader suite of comms tools.

Something that retailers do well is integrating their customer service with marketing messaging – to be effective on a large scale, you’ll want to look at investing in a ‘Service Cloud’ solution but the one-to-one experience can give you an advantage. How about a full-on integration across your stores, remote workers and sales personnel, connected by personalised messaging – where B2B took the lead in events and sales, there’s no reason why this approach cannot be adopted using the right tech in the B2C space also.

Creative overhaul

There’s nothing like standing out and believe me, I’ve seen some creative that is nothing like standing out. In the past, I’ve talked at conferences about the effectiveness of great creative in the CRM world and it’s often overlooked by IT-first practitioners. What I love about creative is that, like strategy it’s one of those sacred last bastions of human ingenuity in this automated world of ours. That’s not to say there aren’t some great tools that use AI for creative and creative testing – Adobe Experience Cloud’s Sensei-powered creative tool is one such example but you don’t necessarily have to invest in these enterprise solutions to dramatically improve your campaigns, you just need some great creative thinking, a design team and a good understanding of your audience and data!

An example of bad creative I saw once was where the design of the emails was done in the UK, for an Australian audience. The Christmas-themed imagery looked awesome, it rendered well and was fully optimised. The only thing is, it was full of snowflakes! Thankfully, this design never saw the light of day and was quickly changed to ‘thongs and sunnies’ but this illustrates the importance of relevant creative and when done right, can make a real difference. So if you have time to think about your current creative – it’s really worth thinking about if it’s right for your audiences – is it personalised? Does it succinctly tell your story? Will it improve your CTRs?

Of course, every journey is bespoke to each brand and you’ll need to ensure you’re making the right choices when thinking about what might work for you – DR CRM is on your side to help you make smart decisions to really put you in the driving seat. I love hearing about challenges and working with businesses to overcome them so why not contact me for a free initial consultation here.

DR

Are you nurturing your COVID-19 ‘postponers’​?

There’s no doubt that the pandemic has had an unprecedented impact on global economy and yet where there has been worldwide misery, some sectors, (see e-commerce, subscription services FMCG etc), have thrived. In devastatingly stark contrast though, we’ve also seen a slew of major brands across travel, manufacturing, fitness and entertainment to name but a few, suffer through no fault of their own. The issue is then compounded further if the business has been focused more on its product and less on its customers…

Cart-horse situation?

With the luxury of hindsight, many things make sense but during a pandemic on the scale we have seen and are still witnessing, keeping the lights on is a logical focus. The question is, could brands have learned from the past and in 2021 can brands really afford not to be customer-centric?

The nearest ‘comparison’ we can look to is during the 2002-04 SARS outbreak and if we look deeply enough, there are some lessons that perhaps we could have learned for future outbreaks. In 2003 for example, in the midst of this pandemic, Taobao was born, which went on to become the world’s largest ecommerce site. One major difference between Taobao and eBay, which at the time was already a global powerhouse of online retail, was its customer-centricity. Taobao understood what the Chinese consumer wanted – free listings helped acceleration of uptake but an improved returns service and innovations such as Aliwangwang – instant messaging which allowed buyer and seller communication using video, audio and text, commonplace today but ground-breaking then, helped to set the brand apart during an uncertain time. Meanwhile, eBay refused to modify its global template and even drafted in non-Chinese speaking senior management to run the operation, whilst Taobao on the other hand, led by example through Alibaba’s value system and its ‘customer first’ policies.

Listen, learn and nurture

Ultimately eBay failed in China but 15 years have since passed and times have changed – or have they? During any disaster or recession, consumers are understandably cautious with their purchases and perhaps need more assurances than ever and always have done. So how many brands today have been listening to their customers, their market and the ever-changing environment in which we work during the COVID-19 pandemic and what have they put in place to nuture these customers, allay their fears and provide actual assurances rather than just paying them lip service?

Do you have a plan for your postponers?

Recently, I’ve been working with some high profile brands, looking at trends in their customer data – sales inevitably waning during the last few months but engagement strong and even increasing in many instances (a symptom of customers having more time but less will or ability to act?)

If you are in the business of any of the aforementioned COVID-19-affected industries, there’s no doubt you will have what I call ‘postponers’ in your database. These are customers that either through conscious decision or through no choice of their own, are putting-off what they would have ordinarily purchased. Our ability to identify and nurture these customers is key to ensuring future stability. Once these customers are identified, communication can be both efficient and effective. That’s when a smart data and content strategy can really give you the edge.

Not buying but not forgotten

Do you know who your postponers are and do you know when they will return? How many of your best customers will defect because your competitors have held their hand tighter than you have throughout this period? What impact will the handling of the situation have in the long term, to reputation, to brand loyalty and profitability?

If you are somewhat customer-centric, are your systems and processes properly geared up for a rapid response in similar future situations and what will be your strategy to mitigate future risks?

Now more than ever before, we must aim to understand our customers and communicate effectively. This means assessing our capabilities, our platforms, our content, our product and services, our markets, our competitors and something that we mustn’t ever overlook – our plan…

Want to hear more about how I’ve been working with brands like yours to retain customers by planning for changes in customer intent? Get in touch for a friendly and free initial consultation at DR CRM