If you’re a business that spends the majority of your time and budget on the acquisition of new customers, stop. While new business is an important part of a profitable business plan, it’s not the most important part, or the wisest investment of your time, and money.
What should you focus your time and money on? Here’s a hint. It’s something you already have.
Your current customers.
Putting your efforts into the retention of your current customers not only encourages long-lasting repeat business but saves you money. Research has shown that it’s 7 times cheaper to keep a current customer than retain a new one.
Let’s look at 5 valuable ways to use Salesforce for customer retention.
1. Centralized Customer Data
One of the major components that play a role in a business’s revenue is its customer data. Salesforce allows you to centralize all your customer data, which includes communication into one convenient location. Salesforce also allows your business to centralize email inboxes which will save all notes, voicemails, and emails to a customer’s record. This allows anyone to see the history of a customer at any time. Having customers’ data centralized in one place frees up a team’s time in making timely business decisions, and allows the focus to be on the customers’ needs.
2. Personalized Communication with Customers
Making your customers feel valued is important for retainment as they will stay loyal to your business. Loyal customers help grow your business as they will attain new customers for you via word of mouth to family, friends, coworkers, and neighbors.
How do you make your customers feel valued?
By personalizing their experience.
Salesforce allows users to use Pardot Dynamic Content which personalizes marketing content to customers. Personalized communication increases the click-through rate, which in turn increases conversions. Some of the popular marketing tools to personalized are emails and landing pages. Pardot Dynamic Content allows custom HTML, that based on a customer’s previous behavior can dictate what a customer sees in their email, or landing page, thus giving them a personal experience. Bigbang360 offers Salesforce CRM consulting if you’re looking to hire experts to integrate this into your business.
3. Tracking Customer Interactions
Salesforce is great in that it allows you to sort and filter the history of interactions a customer has had with your business. You also have the option to automate the process with a weekly, or monthly report. Tracking your customers’ interactions is beneficial to spot customers who’ve been inactive for months. You can then target those inactive customers with a special deal based on their previous interactions. This will help retain the inactive customer instead of losing them.
4. Engaging With Inactive Customers
Contrary to what we’ve all heard from marketers and blogging gurus that inactive customers should be purged from email lists, re-engaging with inactive customers is the smarter way to go. In most cases, it’s less expensive to re-engage with an inactive customer, than land a new one. Salesforce Enterprise allows you to send up to 500 emails at a time, however, if your business needs to send more, you can integrate Salesforce with MailChimp to re-engage with those customers.
5. Integrating Customer Service Tools in one Place
Everyone that needs to can easily have access to customer issues, and requests by Integrating Salesforce customer service apps. Accessing these tools in one place allows employees to collaborate more efficiently, which leads to a stronger and more personalized experience with customers.
Customer retention with Salesforce not only saves time and money but provides a way for employees to work with customer data efficiently.
By using these 5 tips, you can stay on track for retaining your customers for the long haul.