Covid-19 Pandemic has certainly caused disruption in business operations. Yet, our government has effectively managed addressing the current situation keeping in mind both health and safety of its people and businesses. With businesses adopting more of remote working culture to ensure the safety of its employees, challenges like managing customers, teams and stakeholders have become more prominent.
Startups to SMEs and even the Enterprise level MNCs have literally setup virtual offices to ensure business continuity and extend the same quality support to its customers. But, what does it really take to play your cards right?
Here, are few of the points focusing on the Marketing insights that will give you an idea of how to handle the impact of COVID -19 on your business with the help of CRM.
- IVR and Mass Mailing –
The ability of a Customer Relationship Management software to integrate with an IVR application helps to enable process driven communication for your investments from and within the CRM tool. It effectively supports both pre and post sales aspects of your business. It will not only help with the Marketing campaigns but also with the self-service and survey management. Enabling the CRM and Telephony system integration helps to increase business & improve customer reach and service.
The ability to manage mass mailing with the help of Groups from CRM helps to enable marketing to a certain extent by sending newsletter, product and service announcements and marketing messages with an ease. For an advanced level of Email Marketing, CRM’s in – built Mailchimp integration ability comes into picture.
- Adjust for relationship marketing (and focus on human interactions) –
During these times of global crisis, it is much important to show empathy towards your customers than ever before. Many of you follow the same practice as earlier i.e. of blast emails to the customer or post it on social media. However, mass messaging might not be the best way. You should instead create personal connections, not because it will benefit the business but because it is what your customers need.
Create segments of customers based on their relationship with your brand. For example, what their loyalty status is, those who have birthday’s this month, etc. Then, hand them over to your Tele caller teams for special treatment. That’s what relationship means.
- Brace for changes in customer preferences (and dynamically adjust strategies) –
Due to such unpredictable changes in outside world, it is very much obvious to observe changes while dealing with the customers as well. Not all customers will behave the same, and behaviour might change week-to-week or even day-to-day, so don’t quickly jump to conclusions. A customer may demand a change in not only related to Product or Service preference but also in the mode of communication.
The Ability to create Templates for Emails, SMS as well as the Script for the Calling team within CRM software; helps to inform the Marketing team all at once and maintain the consistency in dealing with the customer.
- Aim for certainty (and lean into your customer base) –
With customer behaviours and preferences changing and digital channel costs rising while budgets shrink, it probably isn’t the best time to try out new acquisition strategies. Similarly, it might be time to rethink whether to use intent-based audiences as a default.
One tip to create a maximum level of certainty is to focus on customers you know and leverage their unique characteristics to uncover new audiences. For example, create segments of your VIPs or longest standing customers and use them as lookalike audiences across advertising platforms. Refreshing your audiences weekly or daily will ensure that you control uncertainty as much as possible.
- Don’t panic! (and breath) –
Do not get into the urge to reach to the depth of your database in order to reach each and every customer. Be calm, make sound decisions, show empathy in how you plan, create, and execute your marketing strategies, and double down on the customers you know – there’s less uncertainty there.
We all are looking for some normalcy in these hectic times. Give that to your customers.
Covid-19 has disrupted normal work lives and has challenged our economic functionality. Businesses are effected in eclectic ways, yet the government is extending its full support to revive the economy and get the routine back on track. Business management software like Customer Relationship Management (CRM) system ensures the customer experience and engagement is not compromised even in such unprecedented situations.