10 Ways to Use CRM to Maintain Client Relationships

When it comes to maintaining relationships with your customers beyond the sale, customer relationship management (CRM) software is a real boon. Because it helps you stay on top of what’s happening with a given client, you spend less time researching and more time connecting in ways that really matter. Let’s look at 10 business growth strategies and show how you can use your CRM to make them happen.

Make Highly Targeted Offers to the Right Clients

Gone are the days where you had no choice but to send a blanket email offer to all customers. Now you can use your customers’ preferences (recorded in your CRM) to send emails with offers they’re more likely to take you up on. If you know you’ve got customers who recently bought rain boots, you can send them an offer for a matching raincoat or umbrella.

Segment Your List in a Way that Makes Sense

If you sell products online, you may have specific niche groups of clientele, like those who buy baby clothes for boys, those who buy baby clothes for girls, those who buy baby gifts for friends, et cetera. You can set up the email marketing lists in your CRM based on criteria you define. That will help you target your offers.

Stay in Touch with Social

You don’t have to search through Twitter and LinkedIn to see what your contacts are up to; you can link directly to their profiles in your CRM system. Being able to quickly scan a client’s recent interactions on social could provide you with an opportunity to connect. For example, if a client tweets that he’s changing jobs you can send him your well-wishes via email and ask if you can do anything to help the transition.

Track Opportunities So None Fall Through the Cracks

When you’re doing a lot in your small business, it can be too easy to forget to follow up on potential business. The right CRM tools can help you stay on top of potential sales. For example: you can track opportunities with Insightly, assign a dollar value, forecast a close date, and then assign tasks to ensure the lead is properly nurtured.

Remember Birthdays

This is such a simple strategy, yet one many small businesses overlook. By entering a client’s birthday in your system, you can get a reminder and send a card by mail or email. Everyone likes to be remembered!

Divide and Conquer

If you’ve got sales staff, CRM is great for helping you assign leads or client relationships so everyone knows what they’re responsible for. Assign tasks with deadlines so your staff does not miss a lead or client wither on the vine.

Work Smarter, Not Harder, on Email Marketing

With a top-notch CRM, you can integrate with email marketing platforms like MailChimp for even more dynamic email lists and groups.

Keep Better Customer Records

If you’ve ever called a customer service line and been frustrated because there were no notes in the system about your last call, the company probably didn’t use CRM. Being able to record notes on phone calls and attach emails means you and everyone on your team has an accurate history of client communication.

Spend Less Time Juggling Data and More Time Building Relationships

Storing client information in an old-fashioned spreadsheet means you’re wasting time managing that data that you could put toward growing your client relationships. Because CRM does the heavy lifting for you in terms of sorting contacts and housing other files, you spend less time on tedious admin tasks.

Focus on Your Big Money Clients

CRM offers valuable financial data, such as how much revenue a given client brings in. When you can identify heavy spenders, you can allot more attention to them in an effort to encourage more repeat business.


Megan Totka is the Chief Editor for Chamber of Commerce. Chamber specializes in helping small businesses grow their business on the web while facilitating the connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide. As a small business expert, Megan specializes in reporting the latest business news, helpful tips and reliable resources, as well as providing small business advice. She has significant experience with the topic of small business marketing, and has spent several years exploring topics like copywriting, content marketing and social media.

2017-12-26T09:49:56+00:00 March 17th, 2015|Categories: Growth and Expansion|Tags: , |

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