Marketing introduces the customer to you, and sales complete the deal. A chain of stages occurs between the first touch and the purchase. Their quality influences sales success and customer return. Digital tools can polish the entire customer journey. Marketing automation software for agencies improve each stage of the formation of trusting and high-quality relations with IT solutions.
For learning how to use a marketing automation software, there are ‘how to guides’ developed by expert agencies like “Guidde” that is a veteran in sales, product & customer enablement software. By partnering with one such software enablement expert, you can get access to the best know-how regarding the usage and implementation of a software enablement program.
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One such solution is CRM
For example, you left a request on the fitness center website. You immediately received an SMS confirmation, and after 10 minutes the manager called. He found out your wishes and suggested a date for a trial workout. The day before the workout, you received an SMS reminder. When the subscription expires, the manager calls you and offers to extend the subscription.
For the client, everything will be exactly the same if the company works in a CRM system.
There are many types of CRM: retail platforms, corporate portals, systems for sales departments, etc. Each has its own set of features. When it is not enough, we integrate tools that expand functionality for unique business tasks.
What to set up
We integrate all sources of referrals and advertising platforms to CRM:
- Incoming calls;
- Social networks and messengers;
- Chats and call-back forms;
- Applications from the site;
- Letters to the post office.
Applications are accepted and processed in one interface. The deal is automatically created from the incoming case.
Replenishment and support of the client base
The customer base is stored in a CRM system. Each client has a profile with personal statistics. The fields of the client’s card will be filled with contact details and information where the client came from. Customer loyalty is increased through email / SMS notifications, feedback forms and service quality assessments.
Order in transactions
We divide the sales process into stages and set the sequence of actions. Deals are displayed in a list or kanban (columns). We assign a status to each, for example:
- All according to plan.
- Have questions.
- We have problems!
CRM accumulates customer history and forms a consolidated profile that is used for segmentation and analysis.
Business process automation
We create a reference scenario for leading a customer through a funnel. We set up algorithms for automatic actions. The system will communicate with the client and the manager, remind of agreements and perform tasks. Algorithm example:
A new request has been received → A welcome letter / SMS has been sent to the client → A task has been given to the manager for a call → The client has subscribed to an email newsletter → An advertisement is shown to the client in social networks → Data on the source of the request has been placed in the analytics
When there is a lack of basic functionality, we connect services that are relevant to the company’s field of activity: warehouse accounting, organization of visits and measurements, online stores, document flow.
Control and analytics
We see how long the manager was in the system and what actions he performed. The history of the transaction is transparent and records:
- customer purchases;
- mail correspondence;
- call records;
- dialogs in chats;
- sent SMS;
- sent documents.
Many indicators are available for analysis: sales conversion, KPI performance, LTV, lead traffic by channel, and others. In addition to the basic functionality of analytics, you can connect special services:
- End-to-end analytics.
CRM alone will not increase sales and profits. It’s a tool to work with and to tweak. In conjunction with the rest of the working tools, CRM forms a system in which it will work quickly and easily.