4 Ways You Can Improve Customer Experience Using CRM

How CRM Improve Customer Experience and Conversions

It’s no secret that the growth of your business depends on the experience your customers have with your brand, product, or service. Positive customer experiences have the power to not only make your customers happy but also turn them into free promoters of your business.

Loyal customers are five times more likely to purchase again and four times more likely to refer a friend to the company.

So, what does it take to deliver personalized and friction-less customer experience?

It wasn’t too long ago that having a good quality product or service was enough to retain and attract customers.

But, that’s not the case anymore since businesses have to manage interactions across various channels. Customers are more informed than ever and expect their interactions to be highly engaging and personal.

Fortunately, with the aid of a customer relationship management (CRM) system, you can supercharge the way you deliver customer experience.

Businesses primarily use CRM with the intent of streamlining their sales processes and collecting customer information, which can help them increase revenue along the line. However, modern CRMs can do this and much more.

4 Ways a CRM Can Improve Customer Experience

Today customers are more aware than ever. They have access to information at the palm of their hand and use multiple suggestions and reviews before buying any product.

86% of people hesitate to do business with a company if it has negative online reviews.

On the other hand, marketers bombard them with all sorts of messages and offers. Let’s take a look at how CRM can help you stand out from the competition by delivering a customer experience that’s driven by data and technology.

Personalize Communication

Communication is at the heart of any relationship, and everybody loves it when someone pays special attention to their individual needs. A simple example of personalized communication is the “Hello, John” email that you receive probably very frequently in your Inbox from the various websites you have subscribed to.

CRM systems are inherently designed to collect and organize a wide range of information about your customers and how they interact with your business – including activities, conversations, and purchases.

In a post GDPR world, CRM lets you segment the users and address the right audience with company news, offers, sales campaigns, or other initiatives tailored to their needs.

Offer Relevant Content

As per Mckinsey’s report, 35% of Amazon’s revenue is generated by personalized content recommendations.

Not just Amazon, but other popular eCommerce stores are also using data from CRM to curate suggestions that are precisely tailored based on the user’s past activities and behavior. In fact, modern-day customers demand personalized and diverse ways of engaging with products and services. It doesn’t take long for customers to disengage if the content, offers, or ads have nothing to do with their interests.

One of the simplest forms of product recommendation using CRM data is showcasing the best sellers within the category that the customer is browsing.

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Offer Better Customer Service

A unique part of delivering customer experience nowadays is offering help and support to your customers whenever and wherever they need it. For a business, it also makes sense to deliver good customer service as it costs five times more to attract a new customer than it costs to retain an existing one.

Modern CRM’s like HubSpot ensure that all customer inquiries are logged into a central system. Whether your customers are calling in by phone, sending an email, or initiating a chat session, your employees can see their complete history of interactions and tailor their response accordingly.

To speed up the response time, CRM can sort out complaints from queries. Complaints are assigned to appropriate teams,z and automated canned email replies are sent out for queries.

Analyzing customer inquiries and updating the online knowledge base or FAQs is also a good practice that goes a long way in improving customer experience.

Analyze Data to Improve Product and Services

Your company’s CRM system is a rich mine of data collected from different sources like feedback forms, reviews, analytic tools, calls, emails, chats, and social media.

This data can point you towards what your customers feel about your product or services and how to improve them. Connecting the CRM data with a data analytics tool can turn observations and statistics into predictions and insights.


Your CRM data holds the keys to unlock customer delight. A sound CRM system is not only going to boost the performance of your sales team but is also going to allow you to engage with your customers on a more personal level, deliver content that is relevant to their needs and delight them throughout their ‘buyers journey.’

Request a free demo on how CRMs like Salesforce, HubSpot, Zoho and Microsoft Dynamics can improve customer experience and evolve and expand your business.

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Siddhartha Dhiman

About the Author

Siddhartha is an experienced IT professional with over 14 years of experience in Product Management functions that include Digital Marketing, Business Intelligence, Marketing Automation, Operation Management, Product Support, and Lead Generation. At Net Solutions, he's leading Inbound Marketing and work on content marketing strategies focused specifically around CRMs, CMSs, and Product Development. In his free time not very disconnected from the digital - he loves to binge-watch Netflix.

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