Preparing an Industrial Leader for the Digital Future
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Going on the hunt for new business or focusing on existing customers? It’s a constant tension for companies, with loyal buyers often losing out. Take five minutes to read why emphasising customer retention pays off.
The question is, of course, how to do this. How to keep giving existing customers the right level of attention, so they stay with you. Two aspects are crucial here: using the appropriate tools and having the right mindset. The tools are the systems that underpin your business and your ability to interconnect all of those data streams. Here’s an example. The Marketing Automation Tools from HubSpot deliver increased traffic and more quality leads for our customers. From a distance, we can see how customers use this tool, for instance whether they have linked it to their own CRM. If no link has been created, in due course our consultants will receive an automatic notification, prompting them to take this information to the customer. Such data is invaluable. It opens up a whole new conversation: “I see you’re not yet exploiting the full capabilities of the system”. “Anything else we can help you with?” This is how to pay customers the right degree of attention, at the right time.
These days, the correct use of data is an essential pillar of any successful customer retention strategy. Your company does need to be set up as a SaaS environment, with sufficient intelligence to be able to interconnect the different data streams with ease. You won’t get far with a CRM that amounts to little more than a glorified address book. Incidentally, the issue of cost is fairly irrelevant here, since this technology is presently within easy reach of almost every SME.
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