CRM strategy: why and how to implement it?

The success of any business relies heavily on customer relationship management. To retain customers who have more and more alternatives, a company must implement effective solutions. Like the CRM strategy. What is the definition of a CRM strategy? What are its elements? This is what we will see in this article on the CRM strategy. Here is our advice on the main strategies for your business.

 

CRM strategy: definition

Before looking at the definition of the CRM strategy, let's recall what a strategy is.

 

There are different definitions of the term “strategy”. For the rest of this article, we will refer to these two definitions when we talk about “strategy”:

 

  • The way to guide the actions of a collective in order to achieve a common goal.
  • The definition of the long-term objectives of a company. As well as the means to be implemented to achieve this efficiently.

 

The definition of CRM, on the other hand, is more unanimous. The term refers to customer relationship management. It is the entire strategic process put in place to attract and retain customers of a company.

 

In summary, the definition of the CRM strategy could be as follows:

 

  • Definition of long-term objectives and the most effective solutions to achieve them.

 

The CRM strategy is much more than just a sales tool. This is what allows companies to differentiate themselves from their competitors. To stand out. Instead of centering everything around the sales journey, it is the customer who is at the heart of the process. Everything revolves around customer relationship management.

 

The 7 types of CRM strategy


  • Protecting the customer relationship: this is one of the most important strategies. For an organization to become sustainable, it must have a base of loyal customers, and therefore satisfied customers.
  • Reorganize customer relations: if commercial relations are not deemed profitable enough, it is time to review the strategic solution implemented. In particular by reducing the cost of maintaining this relationship.
  • Improve the relationship: it will be reorganized to become more profitable. For example via sales techniques (cross-selling, up-selling and down-selling among others).
  • Harvest the relationship: you can reuse the funds received from a profitable client to attract new prospects.
  • Closing the relationship: the costs invested in managing the customer relationship are not profitable. Termination may be justified.
  • Win back customers: if return costs are too high, this may not be a good strategic option. Otherwise, you have to understand the reasons for the customer's departure and find solutions to get them to come back.
  • Starting a relationship: if it starts badly, it is unlikely to last. It is therefore important to pay attention to the CRM strategy from the start.

 

How to succeed in your CRM strategy? The 8 points of attention!


Market analysis


For a CRM strategy to be effective, it must be in line with the market. Before choosing it, it is therefore important to evaluate it well. In particular, this makes it possible to identify opportunities as well as possible threats. Good identification also allows you to anticipate.

 

To gather as much information as possible, you can use a SWOT. It is a solution that makes it possible to identify the strengths and weaknesses of the company. But also, market opportunities and threats.

 

The purpose of this analysis process is to highlight what differentiates you from your competitors. Thus, you can base your commercial approach on this asset.

 

Identify the ideal client


In order for the CRM strategy put in place to help you achieve your business objectives, you must know them. It is therefore essential to know the target customers well to ensure the success of your objectives.

 

You must therefore define the typical profile of your ideal client. Whatever service or product you are selling. In order to target the right prospects, you need to know who you need to talk to.

 

Once you know your target customers, you can refine marketing campaigns. Thus, you will be able to create tailor-made communication for your customers, in particular by automating certain processes. By having as much information as possible about the desires of prospects, you can more easily arouse their interest via marketing automation campaigns.

 

Set goals


For this step, opt for the SMART method. You need to set specific, measurable, achievable, realistic and time-bound goals.

 

The more clearly you define your tasks, the easier it will be for you to define your CRM strategy. And the more effective it will be.

 

Once defined, these tasks will have several advantages in your organization. They will allow you:

 

  • Develop your action plan to achieve them
  • Motivate your teams (they know what they are working towards)
  • Confirm the efficiency of your strategic project


Opt for a multi-channel strategy


Goals alone aren't much use. You also need to consider the definition of your CRM strategy. That is to say the solutions, the means (software, CRM tool, etc.) that you will put into action to achieve them.

 

Currently, the means of contact are numerous. Indeed, there are several channels to communicate with prospects. If “classic” advertising, on paper, still works, digital contact channels are multiplying. To continue to retain customers, companies must therefore opt for a multi-channel strategy. Some CRM tools offer the advantage of having dedicated features. Like the automation of a marketing campaign via digital channels.

 

By choosing a multi-channel strategy, the company can use a mode of communication adapted to the preference of these contacts.

 

Determine KPIs


As a reminder, KPIs are performance indicators. They are essential to be able to validate the effectiveness of your CRM strategy. Implementing a strategy takes time and money. It is therefore crucial to ensure that it is profitable. KPIs have the advantage of helping you quickly visualize what is working or not.

 

To verify that the chosen strategic option works, you can opt for the following KPIs:

 

  • The number of lost customers
  • Customer satisfaction
  • The number of customers retained
  • Profits


Choose the right CRM software


Choosing CRM software for your business is not easy as the tool is important for perfecting your business processes. It offers the advantage of allowing collaboration between teams. Like the marketing team, the communication team or the sales team.

 

As we mentioned, CRM software has interesting features. In particular the automation of certain processes, both for customer management and for the sales process.

 

It also allows you to offer prospects a personalized communication experience. By choosing their preferred channel and targeting content according to their preferences.

 

While the software differs from each other, most have the following features:

 

  • Generation of new leads
  • Centralization of customer and prospect data
  • Analysis of information to identify sales opportunities, and refine the proposed offers
  • Selection of the most appropriate channel to communicate with each contact
  • Optimization of customer and after-sales service
  • Improved collaboration between teams for more productivity


Personalize customer interactions


Each client likes to feel unique and heard. And we know that satisfied customers are loyal customers, who represent a large volume of sales. To retain customers, it is therefore important to make their experience, their commercial journey, as interesting as possible. Establishing personalized communication between the company and the customer is one of the most effective solutions. It is therefore necessary to consider the information collected on your contacts from a strategic point of view. This is what CRM software does.

 

By developing a targeted marketing campaign, you are more likely to succeed, and therefore to generate sales.

 

To know the effectiveness of your CRM strategy, you can, for example, test each customization. Thanks to A/B tests in particular. Thus, you can refine your strategy if necessary according to the information collected.

 

Centralize customer data


It is better to have one effective tool, than several useless ones. The more tools you have, the more likely you are to get lost in the data. It is therefore recommended to opt for a tool, which will centralize all the data. This will save you time, money, and make your daily experience easier. When choosing your CRM, remember to check that it supports integrations. Especially compared to the solutions you already use. Thus, your project management will be optimized.

 

The centralization of data places the customer relationship at the heart of the process. This is the keystone of a good CRM strategy.

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