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Customer Loyalty: the Role and Impact of Your CRM Software


There are many factors that businesses use to analyze the overall health of their company, however perhaps few are more important than customer loyalty. Whether you work at an advertising agency that depends on maintaining a steady client base or a retail outlet that wants to keep its customers coming back, building and maintaining a loyal group of customers is essential to the long-term success of your business.

There are a wide array of behind-the-scenes and client-facing factors that can have just as great of an influence on your customer loyalty as the way an individual is treated at the checkout counter. Everything from marketing automation to managing the product supply chain can ultimately impact your ability to attract and keep customers–and with the help of CRM (Customer Relationship Management) and ERP software, these tasks become significantly easier and trackable.

CRM software is significant in the world of customer loyalty because it allows your company to automate and streamline many of its efforts that promote clear communication and customer loyalty. There are a few key areas in particular where CRM software can make a difference:

  • Customer Communications: One of the most common uses of CRM software is to maintain good communication with leads and customers. And no, this isn’t an invitation spam these people with a constant barrage of emails. Rather, you can combine customer data and marketing automation to send customers curated information they’ll actually be interested in such as a quarterly update with company news and personalized tips and promotions. On its most basic level, CRM software makes it easy to automate the scheduling and sending of effective reminders that will increase brand awareness throughout the year.
  • Leverage Data: There is a seemingly endless variety of information you can leverage with CRM software, much of which can help you communicate more effectively and provide better service to your customers. Companies should pay especially close attention to information such as purchase history, past interactions with your branded content, or even products that customers have viewed but have not purchased. CRM software even allows you to identify which customers have been the most profitable for your business. The more you leverage this information, the easier it will be to personalize customer communications in a way that will continue the conversation and generate a continued interest in your products and keep customers coming back for more especially if you send well-timed exclusive coupons or other deals to your most loyal customers.
  • Streamline Backend Processes: By using the data stored within your CRM platform, you can also better organize other essential processes that affect customer satisfaction. For example, if your data indicates that individuals are more likely to make a second purchase approximately six months after they convert into paying customers, you can more accurately predict when you would need to order more inventory or increase the availability of your support staff. When you connect your CRM software with an ERP (Enterprise Resource Planning) system, you can combine data insights from a wide range of departments to create a streamlined, cost-effective process of communicating with your customers and delivering optimal products and services.

In conclusion, building customer loyalty is one of the most important things you can do to ensure continued success for your company. By effectively using CRM software, you’ll be better equipped to personalize your communications and provide superior customer service to your clients. With simpler data acquisition and automation services, CRM software will allow you to streamline your efforts and keep your customers coming back for more. With a solid base of loyal customers, you’ll be able to decrease your acquisition marketing costs by improving overall conversion and retention rates- significantly boosting profits and providing the foundation for further growth.

Bob Paulson