Using CRM Systems to Reduce Churn

CRM systems create ease for businesses utilizing data to improve systems and processes. Not only is it helpful with respect to nurturing new leads, but it also allows organizations to understand churn rates and how to keep churn at a minimum. So what is churn? The churn rate is the frequency at which subscribers, clients or customers discontinue use of services, products or regular interactions with an organization.  Collecting data within CRM systems allow for sales professionals and marketers to properly target the issues within the organization and create lasting relationships with the individuals interacting with their sales process.

Reducing churn rate can be easy when extracting data from an organization’s CRM, in this event, you can see why a CRM can easily be referred to as a “Customer Retention Management” software.

CRM Systems Can Highlight What Has Worked In The Past

CRM systems used to be about shuffling names and addresses into a computer and using the information to generate automated email blasts. Now it’s all about tracking. Using CRM systems, business owners can track the efficacy of their marketing campaigns down to the very last detail, allowing them to see which of their advertising strategies have generated leads in the past and why. This allows them to reuse the advertising strategies that did work and discard others with little to no return on investment (ROI).

Insight into Consumer Needs and Preferences

CRM systems afford business owners a number of ways to stay informed about consumer preferences regarding the bridge between their issues with a product and a means of communicating that. Through which media portal are they communicating their grievances most often? Many CRM applications scan social media for references to your business. The frequency with certain keywords are used–a statistic the CRM is designed to return–can alert you to the need for change in the way you field complaints. Is ‘customer service number’ a recurring theme? If you do not have one, it could be time to get one.

Constant Access to Consumer History

In addition, CRM systems give business owners access to a customer’s entire history with the company, from which emails they received to how many times they clicked on them. From complaints they might have had to the ways in which their complaints were fielded, a CRM system can show anyone on your staff the ways in which that consumer has interacted with the company in one location.

This affords you the opportunity to gauge exactly where that customer is in the conversion funnel presently, giving you key insight as to how to interact with them next. Additionally, since the CRM system has the ability to keep individual records, it gives you the opportunity to address the needs of these individuals personally based on their cumulative experience with the company, and not as a group.

Ultimately, CRM systems can help you keep the customers you have now by affording you key insight into their cumulative interaction with the company on a personal basis. It helps highlight consumers’ needs as a whole regarding any changes to your customer service infrastructure and can help you keep track of what works and what doesn’t.