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3 Customer retention moments & how Web Based CRM can help

  

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Successful customer retention is interwoven into the entire "Customer Lifecycle".  It starts with the first contact you have with a prospect and continues over the lifetime of the relationship. Customer retention is more than giving the customers what they expect; it’s about exceeding their expectations so that they become loyal advocates for your product or service.

Harry Beckwith, author of What Clients Love, has a great philosophy that he calls “Your Three Key Moments: 3, 24, 5.” Explaining the numbers, he makes the following points:

Research shows that the first 3 seconds of interaction with a customer influences the level of their satisfaction more than the amount of service time that follows for that interaction.

How can Web Based CRM help?

Whether you're reaching out to a customer or they're calling you, a good Web Based CRM program will allow you to quickly display and review all pertanent information using a "dashboard".  This dashboard should display all the important information about this customer in a single view. 

Having this information readily available ensures an informed and personal conversation with your customer.  And what customer doesn't appreciates feeling like their vendor knows who they are and really undestands their needs?

When customers received a follow-up within 24 hours of any interaction or request, a study found, they enjoyed a 40% higher level of satisfaction.

How can Web Based CRM help? 

Often times an email will suffice as a follow up after a service call or sale.  A Web Based CRM system can automate much of this for you.  A good system will allow you to set certain triggers to have an email (or even a series of emails) go out over a given period of time.  The emails can be set to look as if you crafted the email yourself and personally sent it out to them.  All of this can happen automatically and is recorded directly in the customer's record for future reference. 

Sending a handwritten note within 5 days after a significant interaction is another great way to increase customer satisfaction.

How can Web Based CRM help? 

A CRM system can never fully replace you.  This is one that you will have to do on your own. (hand-writing the note to the customer) 

BUT, your CRM system can generate a task reminding you to actually write and send this letter.  Another great way this software can help you to stay organized and deliver "What Clients Love".