[3 Tips] How to Manage Customer Relationships (Increase Buyer Loyalty)

Allan Caeg 3 Stories

Technology entrepreneur, you want to deliver great user experience.

While you’re at it, you appreciate customer loyalty.

In this week’s episode of 3 Stories, we discussed hot topics on how to manage your customer relationships. These are activities that inspire repeat purchases and referrals.

Watch the video now:

Transcript

3 Stories: How to Manage Customer Relationships (Increase Buyer Loyalty)

This is for technology entrepreneurs who are fired up to deliver great customer experience!

Customer acquisition is major key.

If you don’t get traffic for the top of the funnel, can you have customers?

Now, let’s say that you know the cost of acquiring a customer.

That can be $20 or $70

Content marketing, email outreach or ads

You understand the cost of acquiring a customer and how much each customer is.

Having this big picture understanding, you want to optimize for a longer customer lifetime.

Because you care about user experience, you want your buyers to be successful and happy with your services.

On top of delivering a great experience, you want a sustainable business.

Who does not want revenue that funds further product development?

Let’s talk about managing customer relationships.

This is not just about tools like CRM apps.

This is about the value of extending your customer’s lifetime and how to get there.

Stay alert! In the end, we will summarize the 5-minute tips so you can begin with a practical step.

Hello! I’m @AllanCaeg of NorthStories.io

Today, we’re discussing 3 hot stories about customer relationship management:

How To Track Customer Acquisitions: Customer Lifecycle, Sales Funnel, and Content Strategy

How can I increase sales through CRM?

How to Build A Powerful Customer Service Knowledge Base

Story #1: How To Track Customer Acquisitions: Customer Lifecycle, Sales Funnel, and Content Strategy

Cheers to @myxys for the great guide!

We love talking about the customer lifecycle.

Myk Pono takes it to a different level.

DigitalMarketer’s popular “Customer Value Optimization” is a great example of what the company does to help the audience throughout the journey.

Myk identifies 3 different categories:

Customer Lifecycle

Sales Funnel

Content Strategy

This is an amazing way to look at different perspectives.

You want to look at the journey from the places of the company and the customer.

On top of those, you want to look at the different Content Marketing properties that fit each step of the journey.

Your 5-Minute Tip: Read the article.

Later, I invite you to map your customer journey along with the processes and assets.

For now, let’s keep it simple by starting with the article.

Story #2: How can I increase sales through CRM?

Thanks to Quora for a great discussion.

Let me share how a CRM allowed me to increase sales.

At the end of the day, it’s not about tools.

It’s about a CRM that fits the way you work.

Have a clear pipeline

Identify the right customer information to include

Track customer communications

I spent way too much time exploring CRMs and setting up fancy technology.

In the end, I kept it simple.

With a CRM that works, I’m forced to decide on action items.

We always try to answer the question: “What’s the next step for the prospect?”

If we’re not going to take action with them, we might as well remove them from the prospect list.

Your 5-Minute Tip: Map your sales pipeline.

You likely have a sales pipeline already.

In any case, I invite you to review the steps in your pipeline.

For me right now, those are:

Lead

Contacted

Qualified

Proposal Made

Won / Lost

This allows me to understand where each prospect is.

This gives me a system for reaching out to a prospect based on where they are in the journey.

For now, review if you’re maintaining a pipeline. Look at the steps. Modify them if necessary. Revisit your process.

Story #3: How to Build A Powerful Customer Service Knowledge Base

I’m working with clients and partners on scaling their customer service.

In many cases, a blog is sufficient for documenting your recurring references.

For example, your prospects and customers might keep asking about an industry-specific question like “Is Google Analytics the right tool for me?”

However, there are businesses that require documentation that’s specific to their service.

In such cases, a Knowledge Base is useful.

This is to talk about the details of using your specific service or software.

This allows you to support customers at scale.

Why?

You’re disciplined to create templates.

Customers can solve problems on their own.

This lowers your operation costs and allows customers to solve their problem faster than an agent can respond.

You generally want the discipline of identifying FAQs (on email, chat, etc) then reflecting them back to the shared knowledge base.

Your 5-Minute Tip: Browse through customer support messages.

Look at your archive and see 3 recurring questions about the use of your specific product.

If you’re a logo design agency, it’s unlikely that you need a knowledge base.

If you’re running a SaaS app, you might want to beef up your support documents.

No matter what your business is, you want to identify recurring questions about your services.

They could be frequent objections that would be addressed on your sales page.

These could be product usage tutorials that should be in a knowledge base.

 

There you have it!

 

Let’s do a recap of the 5-minute tips!

Read: How To Track Customer Acquisitions: Customer Lifecycle, Sales Funnel, and Content Strategy

Map your sales pipeline.

Browse through customer support messages.

Choose 1 that you will practice today!

Pledge your commitment! Tweet it to me: @AllanCaeg