Organizing customers is extremely important for any company. It is from this job well done that it is possible to relate, delight, sell, retain and evangelize consumers. The benefits of this are enormous. Therefore, some strategies are needed at this time.
And, well, we can start this article by saying the following: organizing customers is the obligation of all companies to organize the customers they have.
Without a good, complete, centralized and easily accessible register, it is truly impossible to relate to your customers – or potential customers.
After all, you know very well that you will hardly be able to have good sales results if your customers are not clearly organized.
Therefore, we have separated 8 steps to help you in this task:
- Gather your spreadsheets;
- Make unification;
- Structure the database;
- Import to CRM;
- Enrich data;
Let’s check how to apply them all?
Why is it important to organize customers in companies?
This is a question with some answers that are somewhat obvious. The first is that for your company to be successful in sales, it needs to focus on the customer.
A great product or service will be of no use if you fall short in customer service, for example.
Or if the impression and / or concept that your consumer – or potential customer – has is not exactly positive.
The first step for this to truly happen is to organize customers.
It is the initial stage for you to place the customer at the center of operations for whom a lasting relationship can be built.
And it is essential that everyone in the company is aligned with this culture. After all, everyone’s work, in some way, impacts the final consumer.
Therefore, there is only management if you have control. And there will only be control if you are organized and disciplined on a daily basis.
The organization will make the routine more productive: you will take less time to complete any task – from the simplest to the most complex.
If this happens, you will have more time to be consultative and didactic with your client.
See how everything is connected. As an action, when done well, it positively impacts others.
And all of them, together, working, will be reflected in the customer’s success later on.
After all, a company is made up of people. This is the most valuable item an organization has.
When you enable them to focus on the ultimate goal, which is customer success, your company certainly has a paved path to success.
The use of CRM to organize customers in companies
In fact, the name itself already shows its importance. CRM stands for Customer Relationship Management.
In Portuguese, it means Customer Relationship Management.
It is through the tool that you get much more than organizing customers. In a practical and intelligent way, it creates actions to generate value and enchant it.
With various types of funnel, you can generate value for it, nourish it, qualify it, sell it, retain it and evangelize your customers.
As long as, of course, you have a product or service that really makes sense and helps them achieve their goals.
Also, take advantage of the deduplicate functionality – something you will see in the topics below that will be useful.
Thus, you avoid duplicate registrations (and also opportunities). Unify them into one. You choose whether the oldest or newest remains.
See how important this is: imagine two salespeople working at the same time with the same customer?
Without communicating, they will approach this prospect twice and then, well … you can imagine the confusion and the image that this will pass, can’t you?
How to organize customers intelligently? Check out 8 steps
But after all, how to organize clients and achieve a good performance in their relationship with them?
In this paragraph we will address aspects for those who still manage their contacts in spreadsheets to make the digital transformation.
Organize and import them into software, a sales system that is functional and centralizes all information.
From there you will be able to deliver the value he needs to trust you in all stages of the funnel and, of course, buy.
Check out the tips we separated:
It is not uncommon for companies that still manage customer registration in spreadsheets to have several registration documents.
It doesn’t even have to be your customers, actually. It may be a list that you have purchased to begin the sales approach.
So, the initial step here needs to be to gather all the existing spreadsheets that are with your sales, administrative, financial, marketing team …
Perform this operation in all sectors so that no customer is lost halfway.
It is laborious, yes, but it needs to be done so that you can have a truly complete client portfolio.
After gathering all the spreadsheets, it’s time for the good old “CTRL + C and CTRL + V”.
Copy and paste all the data into a single spreadsheet.
This is the first step towards unification: ending the decentralization of registrations.
Once your data is all within a single spreadsheet, it’s time to structure it better.
Standardize the phone format (with area code and number), also include CNPJ and CPF.
Other data, if any, try to standardize. Street; Avenida (or Av.?); number (or number?). And so on.
After organizing, it is important to leave it to the CRM standard. And with just a few clicks, you can place your entire customer portfolio in the tool.
Ideally, this work should be done by the sales manager. Or, if that person does not exist, the sales leader can take the role.
From there, you should move on to a slightly more improved step (done within the tool), which is refinement.
Now, it’s time to process and refine your customer information.
Organizing customers is much more than having them listed and centralized. With base refinement, you are able to be much more assertive in your marketing strategies, for example.
- segmentation by industry, sector, CNAE, region, turnover, number of employees, etc;
- deduplication within your CRM to avoid repeated registrations (and problems later);
- the standardization of telephones, cities, neighborhoods, states. Make everything simpler and easier to consult;
- enrichment by creating new columns for other information that you have collected that will help you relate to this customer;
- the classification that can be per purchase cycle (recurrence), last purchase, average ticket, among others.
After organizing, it’s time to show the work done to the pre-sales, sales, customer success team and everyone else who will deal with customers.
Show step by step on how to get to the customer portfolio. How to consult.
Expand the fields to see what has been registered. Make everything clear and show how easy it is to make an appointment or create an opportunity for each contact.
7 – Distribute the wallet
Now it’s time to roll up your sleeves and get to work. You can do this in two ways.
Enjoy your CRM and do it automatically. Throw them to the first stage of the pre-sales funnel and automatically distribute these contacts
Thus, your SDR team will be able to qualify and know their interest in the solution sold.
That, of course, if we’re talking about a cold list of leads that you want to sell.
And then, as they are interested, they can evolve through the funnel steps until they are approached by the actual salesperson.
8 – Plan and execute activities
It is important to have activities planned to be able to work on these contacts.
This means structuring the steps of the pipeline well. What, in each one, will need to be done?
Remember that the goal here is to make the customer trust you, see you as a solution and have an interest in listening to your offer.
So, make each contact really worthwhile. May you be able to be didactic and consultative.
By doing this, the sale will certainly be much closer to happening.
So, how can we help you?
If you are unsure about the content or want to know how CRM helps you organize customers, speak to a consultant whenever you want.
Enjoy and read two articles that will help you to always have happy consumers consuming your brand.
The first talks about the importance of measuring customer satisfaction using the NPS method.
The second addresses the concept and the importance of customer experience in companies.
A hug from CWT, your CRM. #RunCWT