Businesses know how important it is to keep track of customers and appropriately manage their accounts. However, simply keeping a database of customer information and purchase history is no longer enough. In order to succeed, businesses must aim to create and maintain long-term relationships with their customers.

With that being said, here are some smart customer relationship management tactics that businesses should employ immediately.

• Customer data should be reliable & up-to-date.

Make it a routine to review the accuracy of your customer data. Eliminate any duplicates you come across, and make sure names, addresses, contact info, preferred method of contact, etc. are current and correct.

• Be sure that everyone who interacts with customers knows the history.

It is important to know or have access to the details of a customer’s purchase history (dates, quantities, terms) when interacting with them. More often than not, customers will repeat their last order and it will not look good if you do not know what it was or when it was placed. It is also wise to know past issues and problems to avoid making the same mistakes again.

• Know how and where customers are interacting with you.

Engage with your customers on a more personal lever by utilizing the communication outlets they prefer. While phone calls and emails were once standard, more and more people are turning to social media and even texting for communications. If you haven’t already, you may want to broaden your reach by looking into these channels.

• Understand where customers stand in the purchase process.

With proper customer relationship management, you can track orders and essentially see where the customer is in the buying process. Instead of bothering customers who are not ready to buy yet, you can focus your efforts on a customer who is likely ready to buy again based on their order history.

• Personalize the interaction.

Personalized messages and offers make your customers feel special. Customers crave this customized attention and they are much more likely to respond to whatever you’re putting out there. Thanks to advanced geolocation technology, you can send customers offers when they are nearing your location. Also, personalized recommendations based on what they have previously purchased can go a long way.

• Eliminate pain points.

Pay attention to what your customers like, but also what they don’t like (ex. things that cause frustration). Work towards eliminating these by addressing the issue and ensuring that it will not happen again. Soon you will see that the customer experience will improve. Also, customers tend to complain on social media, so if your business is paying attention, you can gain great insight.

• Don’t underestimate the value of human interaction.

Although we are mainly a digital world, nothing beats human interaction. Despite the fact that most companies are cutting back on actual employees in favor of digital customer service solutions, they are alienating their multi-channel customers who prefer a variety of communication routes.

• Train customer service representatives well.

As the first point of contact for most customers, your customer service representatives should be equipped with the proper skills. Aside from being able to take calls, your reps should have proper training in order for them to represent your brand correctly and positively. Teach active listening skills and encourage them to ask questions for a better grasp on the problem or situation. Remember that good customer service can lead to improved customer retention.

• Share customer data within your sales, marketing, and customer service departments.

By allowing your departments to share customer information and data, you can gain a better understanding of their preferences and behavior. This allows all departments to deliver more personable and appropriate service.

• Be mobile.

Because customers are often looking for quick, quality service, your customer support software should be accessible across multiple devices (ex. smartphones, tablets). This allows customers to receive mobile support wherever there is an internet connection, and your team can respond expediently.

• Follow up.

By following up, you are showing your customers that you care. Whether it is a phone call, snail mail, or an automated email, you are enabling your business to provide customers with timely and relevant information while focusing on improving your business.

How does your business manage customer data? Will you employ any of these tactics moving forward? Connect and share with us on Facebook, Google+, Twitter, LinkedIn, and Pinterest!

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Tags: Building Better Customer Relationships, CRM Practices, Improve Your Customer Relationship Management, Tips For Better Customer Relationship Management