20 Ideas to Improve Customer Retention with CRM


With the total cost of acquiring new customers many times higher than servicing existing clients it’s no surprise that retaining business is at the heart of many organisations CRM strategy.

CRM systems have numerous service functions but how can they be used to help you keep your best customers and protect future revenues?

Here are 20 tips for using CRM technology to keep your clients loyal and coming back for more.

Proactively Stay in Touch

1. Schedule simple reminder activities that prompt you, and other users, to proactively follow up with customers.

2. Make sure clients aren't neglected by applying an automated CRM process that alerts account owners if no recent activity is detected on an account.

3. Connect CRM with a marketing automation service to send personalised messages that communicate news, offers, events and other content that will be relevant to individual contacts based on the data stored in CRM. Use email reports to assess individual responses through email opens and click analysis to assess interest and make increasingly targeted communications.

4. Personalise marketing emails with dynamic content that reflects a customer’s order history, their preferences and other detail to make sure that your message resonates. For example, this could include publishing details of your nearest outlet to a client’s location or promoting holiday deals based on their previous bookings to predict their current interest.

5. Track expiry dates, membership information and other time sensitive detail in your CRM database to have activities and email scheduled automatically around these dates that will boost renewal rates.

6. Invite customers to events and use CRM to plan and manage each task including automated processes for invitation reminders, post-event follow-ups and handling the resulting leads.

Understand Clients & Increase Account Value

7. Customise CRM to track demographics and background detail about each relationship in a single interface so that your team can quickly respond to customer requests however people contact you.

8. Profile customer records enabling CRM users to clearly see the value of each account. For example, create a drop down list that grades the account profitability, or use a tick box if a client is a reference site.

9. Connect CRM with your accounting or ERP system. As well as improving order processing and eliminating double-entry customer facing staff can easily check the order history on each account to anticipate future requirements and make recommendations for cross sell opportunities that will increase account revenue.

10. Identifying dormant customers in your database and targeting them with compelling offers to re-engage will be one of the quickest ways that you can increase revenue. Remind them of your services, understand why they haven't recently transacted with you and communicating that you still value them will often result in some immediate opportunities and improved client relations.

Deliver Amazing Service

11. Share CRM with customer facing teams wherever people work via mobile, tablet or desktop so everyone can use complete relationship detail to deliver a personalised service that other providers can't match.

12. Use case management tools, including workflow automation, to track customer issues for clear visibility of outstanding customer service items. Utilise knowledge management, case routing and queue function to transform service delivery.

13. Keep customers updated with progress on service cases with automated email notifications when cases are opened, updated and closed.

14. Publish online web portals enabling clients to log-in and create new service requests outside regular office hours, check the status on existing cases and update registered detail in CRM.

15. Use CRM to enforce service level agreements that prioritise customer issues and trigger alerts if terms are at risk of being breached to make sure that your most valuable customers receive a premium service.

16. Develop CRM guided processes that direct users towards a successful outcome in line with your rules and methodology. For example, create scripts that help service agents qualify support requests by prompting them to ask questions, guide customers and take action in line with your defined process logic to streamline processes and improve service consistency.

17. Track social conversations to measure sentiment towards your organisation and brand and leverage CRM integration to create actions when service issues are detected, or where selling opportunities are identified.

Assess Service Performance

18. Capture customer feedback scores in CRM. For example, include a link to a short survey form in an automated email when a support ticket is closed, or when an order is dispatched. Use feedback reports, email alerts and reports to assess performance and take corrective action if problems occur.

20. Use CRM dashboards to review service delivery and identify areas for improvement. Use metrics to identify recurring support or service problems, or assess what % of issues are being resolved in a single call.

21. Use the insight gained from CRM reports to develop staff incentive schemes that reward users for outstanding performance in key metrics, for example, cases closed per week / month or highest scoring customer feedback per month..

To find out more about any of these points and how CRM applications can be used to help you strengthen customer loyalty in your business please contact us.