Why And How You Should Improve Customer Experience With a CRM (And Other Tools)

Improve customer experience with a CRM
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Veronika Belova
by Veronika Belova

2 Min. Read

Looking to improve Customer Experience? One of the easiest ways to maintain happy customers is to use a CRM.

Customer experience is a critical part of your business — it’s what can make your brand stand apart from competitors. Customer experience directly impacts customer retention and churn, and we all know that positive reviews can be extremely valuable in gaining new customers and qualified prospects. Likewise, repeated negative customer experiences can be detrimental to a brand.

One of the easiest ways to improve and strengthen customer service?

Using a CRM.

Studies show that 85% of CRM users think improved customer service is one of the best benefits of a CRM. From data organization to support to analytics, here’s how a CRM can improve customer experience and set your brand up for success.

Here’s why you should use a CRM to improve customer experience

Before we get into how to use a CRM to improve customer experience, we’ll explain a little bit about why it’s so vital to do so.

It helps your brand stay customer-focused

A CRM keeps your customer data organized and easily accessible all in one place. Without it, it’s hard to understand your customer. With all the data you need at your fingertips within your CRM, you can easily contact customers in a personalized way, making them feel valued.

Positive customer experience drives retention, loyalty, and brand advocacy.

When customers are happy, they stick around. Happy customers are loyal customers, lifelong customers, and advocates for your brand. They recommend your brand and speak positively about it, which leads to brand loyalty, brand recognition, and new customers.

Feedback leads to improvement

If you don’t understand your customers, meeting their needs and making them happy can be challenging. When you listen to customer feedback, whether it be positive or negative, you can better meet customers’ needs and create solutions for them. And the best way to organize and analyze feedback is with a CRM.

Here’s how to use a CRM to improve customer experience

Use a CRM to contact, monitor, and support customers

Customer relationships are essential to your brand, and using the CRM to organize customer data means you’ll have everything you need to support customers. You can monitor their journey or pipeline status, send them personalized emails, provide support, follow up when needed, and offer customer service quickly and easily.

Use a CRM to control feedback

Understanding customer behavior is key to maintaining a positive customer experience. CRMs can manage feedback from both current and potential customers, which can, in turn, help you identify how well your strategy is working and how to improve it.

A CRM can store feedback from customers, like preferences, experiences, and expectations. This can help you figure out not only if a customer is happy or unhappy but the reasons why. It can tell you what they want and don’t want, so you can curate the best product, strategy, and experience for them. You can even store feedback or information about possible prospects. CRMs can make sure that your brand continually evolves, innovates, and improves based on customer feedback.

Collect reviews with your CRM

When you use your CRM activities diligently, they offer you a great opportunity to target feedback surveys and review requests at the right time. For example, you can request a review directly after a meeting that went well, or a set amount of time after a purchase.
This can be easily done when you integrate your CRM with tools like Trustmary. It helps you set up automatic review and feedback flows so that you get valuable customer insights automatically while you execute your typical tasks.

Use a CRM to study analytics

CRMs can store and organize customer feedback, but they can use it to create metrics and surveys that can help you manage and improve customer experience with even more insight. This can quantify data, making it easy to see trends.

For example, CRM analytics may show, based on feedback, that 87% of customers think your product is overpriced or find that customer service is too slow. Likewise, it may show that 62% of your customers appreciated frequent follow-up calls or enjoyed your free webinars.

Just like you used individual customer feedback to improve customer experience, use these larger trends to do the same. Listen, analyze, and adjust to better support your customer base.

Use Mixpanel with your CRM

Your CRM is as useful as you want to make it. Obviously, a CRM on its own is wildly helpful, but it can’t do everything. Using Mixpanel, you can easily add in integrations that can help you do almost anything else you need within your business. These integrations can help you discover hidden trends, learn more about your customers, and protect their data.

Take a holistic approach

Using a CRM doesn’t mean things have to be impersonal. You can still use your CRM to manage data but also work on strategies for a more humanized and personalized approach to marketing and sales.

This may mean things like storing your customers’ data in the CRM, but meeting then with them face-to-face. Go beyond just the technology, use your CRM to the best of your ability, and take that data and information to create and execute strategies and plans based on it.

CRM + CX equals happy customers and positive brand associations, which leads to sales success

Using your CRM to improve and manage customer service will have positive effects all around. Utilizing data, metrics, feedback, and integrations can help you better understand your customers. Then, take that holistic approach and create strategies and plans based on what your CRM is telling you about customer experience.

Happy customers mean less churn, better retention, improved relationships, positive brand recognition, and more customers, which can only benefit your company and brand.