Using CRM to turn up Customer Delight
People love to buy stuff. Customers, the people that buy stuff, love to feel important. And, consumers love to be wowed. How can CRM help you up your customer delight?
I take my car in for regular service. Thanks to my dad, I was taught that a car lasts longer if you take care of it. (Yes dad, my oil was changed on time.) One of the things I love about my dealership is – they know me. OK, they make me feel like they know me.
This is how my dealership uses CRM to delight me and their customers:
“Hello, Mrs. Scott”
“Not Mrs. Scott. Michelle, please”
“Haha. Good morning, Michelle. What service do you need to schedule for your 2017 MDX?”
“The A15 service.”
“OK, let’s get that scheduled. What morning works best, and are you going to need a loaner again this time?”
“Yes, please.”
“And is there anything else we can do for you while we have your MDX?”
A few things:
- I did not tell them the model car I have.
- I didn’t tell them I need a loaner. They knew.
- I didn’t tell them I wanted a morning appointment, they knew that mornings are my preference.
They knew all of this, because they love me and I’m memorable.
Maybe that’s not completely why. They knew because they tracked. They tracked those little details because their CRM system has a place to capture those details. They were able to quickly, in the midst of a conversation, pull up my info, and see the details. It changed a very mundane conversation – scheduling the oil change my dad taught me is key to my car’s lifespan – and made it a connection. It’s one of the ownership experiences that has me driving my 3rd MDX.
Does our CRM do that? It should, and it can. It is a key ingredient to ensuring your customers are delighted.
- Does sales & customer service user your CRM?
- Are there places to capture key data about the customer? (Think products they own, models, versions.)
- Do you capture your customers preferences?
- Can your users easily access those details while taking care of your customers?
To build a CRM solution to help delight your customers, drop us a line – mscott@3leafcrm.com.
