Posted: Fri 11th Dec 2020
You've closed the deal and converted your prospect into a customer. But closing sales deals is just the beginning of the customer journey.
It's now time to keep your customers engaged and deliver on those promises you made in the sales pitch. Building excellent customer relationships is all about great communication and understanding your customers' needs. But what's the best way to do this?
This post will look at how to keep your customers happy using a communication strategy that connects multiple channels seamlessly - also known as the omni-channel approach.
If you want to build a lasting relationship with your customer and keep them engaged, using an omni-channel approach is very effective. An omni-channel customer experience means that your customers can interact with your brand across multiple channels such as social media, your website, or via email - and receive the same personalised experience. Here are some top tips for engaging your customers using this omni-channel approach:
Several social media networks - and Enterprise Nation, in fact - offer the possibility to create groups. Groups can serve as a marketing tool, helping you attract new leads and maintain your customer relationships. Users can share their own tips and tricks, use cases and product feedback. You can also use it as a place to support and share exclusive content with them. This creates a strong sense of community and drives your brand engagement.
Each customer is different and therefore needs a personalised content strategy. One customer may find an industry news email useful, whereas another may prefer social notifications about upcoming webinars. Tech tools and software can help you track this automatically.
While you can start by creating a traditional email subscriber newsletter, try to find ways to adapt this content across your customer's preferred channel. For example, adapt an industry news email for social media with a news roundup social post. This omni-channel approach keeps your users engaged, shows your company's expertise and expands your social presence.
This is a great strategy for generating business from existing customers, but be careful to base it on their actual purchase history or support requests. Ask yourself: Does the upsell improve your user's life?
Conduct surveys or hold feedback sessions with active users to involve them in the brand experience.
A loyalty programme can convert a happy user to an active brand advocate.
While using an omni-channel approach is effective for staying in touch with customers, bear in mind that you don't want to come across as overly pushy. Your goal should always be to inform and educate. GDPR compliance is now a legal requirement, so when sending out newsletters, for example, make sure you include double opt-in as well as opt-out/unsubscribe options.
The better you know your customers, the better you can engage them with content and exclusive offers. A customer relationship management (CRM) system is your ultimate friend in deploying an omni-channel approach. Here are some key benefits of using a CRM:
Every customer interaction is tracked and stored by your CRM system, meaning you can see at a glance what channel your customer prefers, and what content they respond well to.
Set reminders for the next follow up and always send the right message at the right time.
A CRM makes it easy to set up email or social media campaigns or conduct post-purchase customer surveys.
A CRM can help you group contacts into target audiences to tailor your offers and marketing tactics.
Track support tickets and automate tedious support tasks to help keep dialogue between you and your customers as smooth as possible.
You can find more info on these and other benefits on Salesforce's CRM for Small Business page.
Existing users are a gold mine for additional business and referrals. Keeping customers satisfied will sustain your business for years to come. Use the omni-channel approach outlined above to keep your customers delighted and engaged with your business.
If you want to learn more about engaging customers and the sales cycle - from prospect to close and beyond - download this free eBook from Salesforce.
Also in this sales series: