There’s no way around it—the COVID-19 pandemic upended the way we communicate with each other. 

For months and even years, we resorted to nearly 100% virtual communication and remote work. And some companies never went back to the way they used to be. 

After the pandemic, communicating virtually with clients has become a necessary part of a business. Not only does it come in handy when a coworker isn’t feeling well or is traveling. It allows for more flexibility—across locations, time zones, and schedules. And as a business owner, it gives you more opportunities to reach out to new clients in other cities, states, or even countries. 

But there’s a right way to communicate digitally with clients. After all, small businesses are built on relationships. They thrive because of trust. Clients love being greeted by name when they walk through your door. They will gladly come to you again and again because they know you care enough to ensure the job’s done right. 

It’s just as important that they feel connected to you and your business even if you’re not meeting with them in person. One of the best ways to do that is through Customer Relationship Management (CRM) software. 

In this blog, we’ll talk about what a CRM is and why you need one. There’s an art to maintaining client relationships when you can’t offer them a cup of coffee in your office or wow them with a beautiful workspace. It all comes down to connection—and that’s possible in the digital age. 

What is a CRM?

A CRM is a system that allows a company to manage and analyze its relationships with past, current, and potential clients. Through a great CRM system, you not only stay in touch with your clients, but you can even increase the value of your relationship with them.

Investing in a CRM means you will know your clients better than ever. Not only do you remember your client’s birthday — now you know all sorts of things about them. 

Demographic Information

CRMs can store a wealth of information about your client, including where they live, where they work, and even what their job title is. No more having to scour LinkedIn before calling a prospect!

Buying Preferences

Some CRMs can help you keep track of your clients’ purchase history. Using tags and other tools, you can take note of what services your clients have purchased—meaning you have insight into what services they’ll be interested in in the future.

What Gets Their Attention

Email CRMs will show you who opened your emails and when. They also give you the option to A/B test email subject lines and calls-to-action to figure out which ones grab your audience’s attention.

Their Location in the Sales Funnel

Knowing where your prospects are in the sales funnel can help you figure out how to communicate with them and when. Did they just download a lead generator? Now might not be the time to ask them for the sale, but a CRM could tag them in an email nurture sequence—warming them up for the next phase of the funnel.

Why Do You Need A CRM?

CRM isn’t just more cold, unfeeling technology to bog down your computer. Customer relationship management tailors your interactions to your clients. Rather than cold calling or treating every new lead the same, CRM lets you show clients only the things that interest them. It’s like having a friend who already knows what you want to talk about. With a CRM system, your client doesn’t have to walk through your door to feel welcomed or seen by your company. Instead, you can meet them wherever they are. There are a number of reasons you should adopt a CRM into your business—we’ll cover just a handful of them. 

Customer Service

This might be the biggest reason to implement a CRM, and it’s a main reason why most businesses use CRMs. Since it manages and gathers information about your customers, you and your employees have everything they need to know about them before they pick up the phone or send an email. 

Customer Retention

Loyalty is an important part of a buyer’s journey—not only for your business, but for your customers as well. CRMs can help you keep track of your customers’ purchase history, and in turn reward them with loyalty points, discounts, or other exclusive offers. Customers will see that you value them, and you’ll keep their business! 

Analytics

Do you ever wonder what happens to an email after you send it out to your list? A CRM can help you learn more about how your audience interacts with what you send them. CRMs can give you insights into email bounce rates, open rates, or even when someone unsubscribes. This gives you information about how effective your emails are, and what sorts of emails your customers respond to depending on where they are in your sales funnel.

What CRM Should You Use?

Wondering what CRM system will work for you? MailChimp is a great place to start. Keap (formerly Infusionsoft) allows for even more customization. Depending on what industry you work in, you might need a CRM with certain capabilities that will make your job easier.  But whatever system you go with, show your clients that even though they might live far from you, your small business still cares about them and wants to stay in touch. 

Stop Guessing What Your Customers Want From You

Using a CRM is a great way to get more insight into your customers’ behaviors and demographics. But a CRM is just one piece of your marketing puzzle. In fact, you don’t have to guess what your customers want from you. After years in the business, Hughes Integrated has identified 5 mistakes that many businesses make that prevent prospects from converting. Take advantage of this free download today!