Many people look at a CRM as merely a sales tool – a way to keep track of where customers are in the buying journey and a method for nurturing leads. And yes, it does do those things. Applied correctly, however, a CRM can actually drive better customer experience outcomes by strengthening the connections between your clients and your business.

In other words, a CRM can be a relationship-builder that drives more revenue from the customers you already have. Here’s how.

Keep in Touch

You probably already know that it takes multiple touches to convert a lead into a paying customer, but what about after you’ve won them over? Staying in touch well after the sale is one of the keys to long-term retention, and a CRM can work wonders in this area. For instance, it can remind you to send birthday cards and other personal communications, creating that warm and fuzzy feeling and keeping you top-of-mind.

Personalize Communications

Studies have shown that people respond more positively to communications that are personalized. For instance, emails and physical pieces of mail that are addressed to someone by name are more likely to be read and responded to. A CRM helps fill in the blanks, enabling you to send mass campaigns to your customers while giving the appearance that each message is unique and individualized.

Provide Consistency

Consistency plays a significant role in a positive customer experience. Your clients expect to receive the same level of care regardless of whom they’re interacting with and they don’t want to have to repeat the same story over and over again. Having a CRM provides a centralized base for client communications, keeping everyone on the same page. When your customers consistently receive excellent customer service, you can be sure they’ll stay with you longer, rave about your business and generate referrals.

Deliver Relevant Offers

A CRM system provides access to valuable details about a customer’s preferences and buying habits. This information can then be used to create and deliver personalized offers that are more likely to result in repeat business. Your customers will appreciate that the marketing messages and offers they’re receiving from you are relevant to them, and you’ll benefit through increased sales.

Respond Quickly

Another great benefit of a CRM, particularly in terms of customer experience, is automated routines. Specifically, you can set it up to generate immediate responses to customer inquiries, regardless of the day or time. This kind of attentiveness is appreciated and can help you stand out from the competition. Just be sure to follow up accordingly, as needed, to resolve any pending issues and close the loop.

As you can see, a CRM can be far more than a simple sales tracking tool. Used correctly, you can learn more about your customers and leverage that valuable insight to create and deliver incredible customer experiences that will keep people coming back, year after year.

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by Benchmark Team