Customer relationship management is an core aspect for businesses of all sizes. Today, more and more companies and online sources are offering free tools, like social media, to make it easier from small businesses (SMBs) to accumulate data and reach out to customers.
Whether you’re a brick and mortar business or online retailer, it is an extremely valuable tool to have the capability of monitoring customer feedback, responding to requests or complaints, and answering questions. Maintaining consistent communication with customers like this helps to establish customer rapport and builds loyal customers who may spread the word about your small business to friends and family. Customer relationship management can help increase reach through word of mouth and increase repeat purchases.
Marsha Collier, author of an online customer service book, gives insight on what the CRM tasks are and the most effective tools to accomplish them. She says that small businesses in particular have an advantage over larger corporations when it comes to reaching customers on the web.
“There is the opportunity for more communication within the company, more chance to build a customer-centric culture. They don’t have the issues of having to pass new ideas through meetings and legal department. If the owner/president is involved and the lines of communication are fairly open, they can turn on a dime and beat the competition.”
Smaller companies have a greater ability to adapt and are more agile to fluctuating markets and environments. Social media is an extremely important element of bringing a business online because it acts as the face of your company and gives it a personality that can be very attractive to potential customers. Collier goes on to say, “When you engage the community, you personalize your business. Your business is no longer a store or a website: It’s a person.” She goes on to advice businesses to communicate promptly and personally, but warns how this can be time consuming.
One example Collier gave was a small business who monitored their social media platform very thoroughly. One day the restaurant got a text at the location about cold french fries that were served and the manager was then texted. The manager showed up within minutes to resolve the issue.
Social media is in the present and with effective internet marketing experts, it has the potential to greatly aid small businesses in this day in age.
