CRMs have become one of the major engines of SMEs and businesses. A few days ago we saw an interesting article where we reviewed seven key trends within this sector for 2023, and we were able to make it clear that this software is immersed in an important evolution that is having, above all, qualitative consequences.
In case someone has been lost, we remind you that a CRM is a a software that allows us to carry out an effective, efficient and simplified monitoring of the different interactions that an SME or a business has with its users and with its clients. This is the most basic concept, since depending on the type of CRM we are using, its features can be much broader and include, for example, directed leads and automation of repetitive tasks.
In general, one of the most important features offered by a CRM is customer data management. This is highly relevant because these data are essential to maintain contact with our customers, and will also allow us to Get to know your interests and needs better.
If we have all the key data of a client, and if we use it correctly, we will be able to offer services and products that best suit your interests, and we will also have everything necessary to focus and plan the future strategies of our company, or our business. Ultimately, this could help us significantly improve our sales of products and services, strengthen our relationship with our customers, and increase revenue.
Customer data that a CRM should contain
1.-Basic customer data: This category includes name, age, gender, address and other contact information, such as telephone number and/or email address. This data will allow us to do things as basic as keeping in touch with the client and addressing him by name.
2.-Data related to operations carried out with the client: This concept is quite broad, but very easy to understand. This category includes, for example, the sales that we have closed with the client, the purchases that the client has made, the services that they have contracted and also those that, without having been commercially successful, may be relevant.
In this sense, they would highlight, for example, visits or calls from the commercial departmentthe quotes that the latter has requested and that have been offered, customer visits to the store that may be of special relevance and any contact that has involved conversations with commercial interest in the products and services we offer.
3.- Data that may influence the customer’s decision-making: By this we refer to the needs, preferences and interests of the client. This will allow us to create groups of customers with similar tastes and needs, and will help us adapt and personalize our products and services more accurately, always based on the needs and interests of our majority group of customers.
On the other hand, we could also use these data to explore new business opportunities, betting on the commercialization of new products and services aimed at meeting the needs of those groups of clients who, for the moment, are a minority.
4.-Purchases and contracts of each client: This allows us to get a clear picture of the money that each client has spent over a certain period of time, and it will also help us to see where they have spent their money. With this we will see what type of products and services are the most successful among our customers, and we will be able to anticipate future interests and needs.
For example, if we have a bookstore and we see that an author’s novel has sold very well, we can anticipate that his next book will also generate a lot of interest. We could also apply this to specific services that are enjoying quite a lot of success, and customize and adapt them based on what is to come (new regulations, new technical requirements, etc).
5.-Money spent by customers: These data are important because they allow us to establish spending relationships per customer and adapt our future strategies in order to offer specific discounts and promotions on different products and services. We will also be able to fine-tune those promotions, and see how much it could pay us to take a little extreme measures, such as reducing the price of something a lot and compensating for it by selling more units.
6.-Data of actions that have been carried out with the client: It is important in companies that offer specific services, especially advertising actions and also advice and training. This will allow us to keep a general calculation of the results obtained with these actions, the sales they have generated and the impact they have had. With these data we will also be able to get the necessary feedback to adapt our strategy almost in real time.
7.-Potential clients, opinions and evaluations: This data is essential because it will help us expand our customer base, adapt our strategies to better reach these potential customers, and we will also have useful information to improve our existing products and services. The latter will make our customers feel heard, and will be essential to retain them.
In the end, all this data will allow us to get to know our customers better, help us to better interact with them and offer them services and products that are not only of interest to them, but also better suited to their specific needs at all times. We will also be able to better manage and organize relationships with them, and we will have Very useful information to grow and improve starting from a fundamental base for any SME or business, the client.
