Monitoring the impact of CRM on customer engagement
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It’s easy to assume that your work is done once you’ve turned someone into a customer. But that’s simply not the case.
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To encourage brand loyalty, you must continue to improve customer engagement, which can be achieved with the help of your CRM. If you don’t, there’s a good chance they’ll eventually leave.
For that reason, you’ll want to optimize and measure customer engagement continuously. And you’ll want to monitor the impact on customer engagement that your customer relationship management (CRM) platform has by:
You can do each of those things within your CRM to save time and resources. Keep reading to learn how.
Keeping an eye on customer engagement levels is easier when you have a reliable CRM supporting your sales and marketing efforts. Here’s how you can evaluate the impact of your CRM on engagement between your customers and your organization.
One of the best ways of measuring the impact on customer engagement is tracking customer interactions with your business. You can do this by using your CRM to monitor different customer touchpoints, including:
By monitoring how your customers interact with you, you can identify areas to improve engagement. For example, maybe you’re sending out occasional emails to a certain customer, but they’re not opening them or clicking the links inside.
In that case, you could reoptimize your email campaigns through your CRM. Alternatively, you could try contacting them via another channel, like by phone.
Another way to measure customer engagement impact is to analyze your customer data. There are plenty of different data points you can analyze, including:
Your CRM can collect this data and generate reports to help you assess and identify trends and patterns. These reports can also show you the best way to segment your customers into different groups.
Why segment your customers? Simple—customer segmentation allows you to create more specific, personalized marketing campaigns for each group. Since personalized marketing will be more specific to each customer, they’ll interact with it more, leading to higher customer engagement.
When collecting customer data, make sure you’re careful about data privacy. Store your customer data in a secure location. Any good CRM will have data security features, so make sure yours does. Then, you can integrate your CRM with different data sources and tools to gather the data you need.
The third significant way to measure CRM impact on customer engagement is to monitor customer loyalty. How can you define customer loyalty? Well, there are a few metrics that contribute to this measurement, including:
All three metrics give insight into the customer lifecycle. They show you how many of your customers stay with your business and how many leave. CLV also shows how valuable your customers are to your company.
You can track these metrics in your CRM, but some CRM systems have limits. These metrics can tell you when customers are leaving, but they can’t tell you why. That’s where the previous steps come in.
If you see a lot of customers jumping ship each month or quarter, you can then look at customer data and interactions to see what’s causing them to leave. Likewise, you can look at the interactions with the customers who stay to figure out what’s keeping them around.
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How exactly does a CRM help you improve customer engagement in the first place? These are a few key examples of what you can do to elevate customer engagement with a good CRM system by your side.
Once you’ve used all the types of data listed above to measure customer engagement impact, you can use that data—and the insights you gain from it—to drive customer engagement higher. Your data can show you all the areas where your customer engagement could use improvement.
By consistently monitoring CRM impact on customer engagement and reoptimizing as needed, you’ll be able to drive far more success for your company. Let the data inform your engagement strategy, and use the tools available within your CRM platform to implement those strategies.
One way to do this is to use your CRM to identify any particular interactions or touchpoints that may have led a prospect or customer to leave. Then, use this information to inform your re-engagement strategy to get the customer to interact with your brand again and give you a chance to repair and rebuild the relationship.
Your CRM data will also give you insight into what encourages customer loyalty. Use this information to develop meaningful incentives to reward loyal customers and keep them engaged.
Improving custom engagement means meeting your customers where they are rather than trying to bring them to you. Analyzing your customer data will help you identify which channels your customers prefer and how to communicate with them there.
Your CRM will act as your centralized nucleus where your customer data and analytics live. Integrating your CRM with your social media platforms, SMS messaging tools, emails, and more makes the process easier.
CRM app integrations help you deliver impactful messages in the right places quickly and efficiently through your CRM. You’ll also be able to track engagement and draw in the related data for a more holistic view of your engagement metrics within one central database.
Most advanced CRM systems offer at least a few native and one-click integrations with popular communication apps. The alternative is to leverage the power of software like Zapier to facilitate the app connections that make the most sense for your business.
One of the cornerstones of enhanced customer engagement is communication personalization. Personalizing makes your customers feel like you’re speaking directly to them and improves the relevancy of the messages you send them.
The first step toward effective personalization is to use your CRM to segment your customers into groups based on criteria important to your business. This could include customer buying behavior, preferences, or demographic information.
Segmenting allows you to tailor your messaging to identify with each audience’s wants and needs, helping you build stronger customer relationships. You’ll also have a better idea of what kind of offers might appeal to different customer segments.
Modern CRM systems often include email marketing tools that let you segment audiences and create captivating emails using professional, customizable templates. A leading CRM platform like Nutshell will also give you access to advanced SMS messaging tools for further engagement opportunities. These CRMs also offer A/B testing capabilities to test and optimize your email campaigns for the best results.
Want to start leveraging text messaging in your sales strategy? Head to your SMS page in Nutshell to register!
When measuring CRM impact on customer engagement, a few issues could arise. For one, if you’re not careful, you could experience problems with data quality and privacy. That’s why it’s crucial to use a CRM that can ensure those things with data security and validation features.
You shouldn’t just rely on your CRM, though—take the time to perform some basic data cleaning and train your team to manage and migrate data properly. That training should be ongoing as you continue to reoptimize your data process.
By choosing the right CRM and effectively training your team, you can ensure accurate measurement and interpretation of your customer engagement metrics, helping you drive customer engagement more effectively.
Analyzing customer data, tracking customer interactions, and measuring customer loyalty are all ways to help you determine customer engagement and how your CRM is helping drive it. You can use that info to reoptimize your marketing and your CRM workflow.
You shouldn’t wait to get this process started—the sooner you begin drawing insights about your customer engagement, the sooner you can make improvements that drive more revenue for your company. And the first step of that process is to choose the right CRM.
With a variety of data categorization, sales automation, and reporting features, Nutshell is the perfect CRM for your business. You’ll also get access to our world-class customer support team, Nutshell Campaigns, for top-tier email marketing features, and Nutshell SMS for next-level business engagement via targeted text messaging.
Want to see for yourself how Nutshell can help you improve customer engagement and grow your business? Check out our 14-day free trial today!
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