Getting CRM Matching to Increase Business Volume
by Arina Smith Small Business 05 May 2018
A business will thrive if there is a steady stream of customers and if it is able to attract new patronage. To do this, businesses need a way to regulate the relationship between the firm and the customer.
Customer relationship management (CRM)is the way to achieve this. It is a vehicle for managing a firm’s relationship with potential and current customers. This should especially interest advertisers because it has the ability to bring back inert customers.
CRM analyses a customer’s data history and helps to identify those who have not interacted in a while. Advertisers will then find a way to reach out to tempt them back.
Aside from latent customers, CRM compiles data from communication platforms to seek out potential customers. The communication channels include:
- Social media platforms
- The telephone
- A company website
- Live chat
- Direct marketing
Through these channels, firms are able to learn about consumer needs and what to do in order to meet them.
How CRM matching works
It helps advertisers in the following ways:
- Bring back inactive customers
- Bring in new customers
- Exclude regular customers from new advertisement drives
- Reaching customers on their communication gadgets: computers or tablets
- Reaching customers through phone apps
It would seem technology plays a huge part in getting information out to customers, both current and potential.
Tips :
Advertisers must maximize the ability of technology to provide a faster and wider reach. They should be able to use CRM data to widen their reach in the following ways:
Target the right channels for the right activity
There is a myriad of communication channels at your disposal. You must decide which channel is appropriate for what activity. Then there is Google’s customer match, which helps you in reaching valuable customers through their email addresses. Other search channels include YouTube and Gmail.
With customer match, you can gain access to a list of email addresses, which you can then match with addresses that are signed in to Google.
Also, there is the social media. Now, this is a wide platform with so many outlets.
- Google+
These are a few of the available channels. Just about anyone who is of legal age has accounts on almost all the major platforms. With a user ID or even a cell phone number, you can access individual users and reach out to them.
Segmentation
Users can be segmented in terms of:
- Actions
- Loyalty
- Satisfaction
- How recently they have been online
If you have ever visited a site, then all of a sudden you start seeing their adverts on your Facebook, then you know you have been reached out to. Or consider the example of YouTube views, where segmentation plays an immense role.
Cross-channeling
A common use of CRM data across the channels is to reach out to users with customized messages across the media channels they frequent. Another popular way is by the use of keywords on social outlets.
Advertisers and companies must stay on top of new developments in technology in order to find a variety of platforms for a good CRM match that will lead to more business and, therefore, more revenue for the business.
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