An Insight into How CRM Helps in Measuring Customer Satisfaction
The blog aims at offering an insight into how CRM software can be a useful and efficient tool for measuring customer satisfaction metrics.
Customer relationship management is not a modern concept that was introduced just a few years ago. It dates way back to the mid-1980s although it is only now that it is gaining traction. The main reason for inventing this phenomenon was the diminishing effectiveness of traditional marketing tactics and techniques. All the businesses in the market at that time were only copying each other and offering the same mundane services. In order to gain an edge over the market players, CRM was invented and it successfully changed the face of the business world!
Why CRM for measuring customer satisfaction?
A recent study suggests 91% of the times when a provider fails to meet the expectations of the customers, they never buy from him again. This sounds scary as clients form the backbone of every business. It is very important to evolve and adapt in accordance to your customer’s requirements. CRM software is the perfect way to establish a healthy connection between you and your customer. By using this technological marvel, you will be able to promptly understand the needs of your customer.
The most important thing to note here is that the entire customer-provider relationship depends on the client’s satisfaction level. CRM will enable us to measure and analyse this aspect in depth. The data derived will help you in creating concrete goals for your business success.
How CRM software helps in measuring customer satisfaction:
Client Satisfaction Surveys:
The client satisfaction survey is the most common method of collecting reliable customer experience data. The survey consists of a number of questions that are aimed at understanding different aspects of the client’s buying process. Generally, CRM system offers three main kinds of surveys:
- In-App Surveys
- Post-Sale Surveys
- Email Surveys
This variation of the survey can be very easily & smartly integrated into your website itself. You need to ask your web-developer to insert a subtle feedback column on the webpage. However, the customer’s attention span would be really less this kind of survey, hence ensure that you add only one or two questions. In-App surveys get the highest response rate as the customer has already visited your website and will not mind spending a minute or two filling out an online survey.
CRM for customer satisfaction assessment allows customers to answer certain questions right after receiving a specific service or product. The point is to ask the questions right after the delivery when the delivery is still fresh in the minds of the customers. There are several ways to undertake this survey, email question forms, live chat, a rating link, etc. All of the data collected will be safely stored in the centralized CRM system which you can later assess and make the required changes to your services/products, etc.
Email surveys can be of great help for medium to small-sized companies as they are still in the process of creating a solid client base. When you send out an email survey to your client, the answers that you get will be much more detailed compared to the others listed before this. If collecting data via email seems hard for you, the easier option would be to send out Google forms.
Keeping a tab on close rate:
A good CRM system will allow you to keep a tab on the close rate. The close rate is basically the holy grail of sales calculations. For example, if you have 100 sales in the funnel and you close 20 clients out of them, your close rate is 20%. When you start using CRM systematically, your close rate will slowly and steadily increase as the finalization of customers completely depends on the relationship established by the organization. If you are using your CRM right, you will definitely see a remarkable rise in your close rate.
Assessment of campaign revenue generation:
One of the most important parts of executing a marketing campaign lies in the aftermath. When you undertake a campaign, after it is done, you need to sit and analyse the ratio of revenue that was generated from it for your organization. This is where CRM for customer assessment comes into the scene; it has a separate segment of campaign performance metrics. This offers you an insider’s look into the customer behaviour pattern and their choices. When you know exactly what your customers are looking for, you can sell the right services/products to the right set of people at the right time.
Thus, all in all, what you understand after reading this entire article is that assessing the metrics can make all the difference. Your business could be a booming success or a failure depending on how the analysing takes place. Hence, we would advise you to get your business a reliable CRM software that will help you achieve your business goals like a boss!