Your business is nothing without its customers. While you can continue to provide value to your customers, your business will thrive and you should retain customers. If you fail to retain customers, your business can enter decline quickly.
According to the advisory firm Bain & Co, “Customer loyalty leads to profits. Increasing customer retention by just 5 percent boosts profits by 25 to 95 percent.”
Luckily, it’s never too late to make things right. If you act in time, with the right customer retention strategy, following the age-old mantra “Customer is King”, then the likelihood of such issues happening to your business can be diminished.
The key to all of this lies within your Salesforce CRM.
Your Salesforce holds complete information of your customers at your disposal. When put to use smartly, your Salesforce can become the core of all your customer happiness, satisfaction, and more over your customer retention strategies.
To help you with the cause, in this article we’ve explained 5 essential tips on how you can use your Salesforce CRM to retain customers. With the right perception and perseverance these tips will undoubtedly help you better manage your customers, while serving them an impeccable customer experience and retaining their business effectively.
Make sure your customer knows what they are getting. Be as realistic as possible, and try to over-deliver on that promise. Logging each and every interaction of your customers on Salesforce will help you in understanding “when” to take “what” action with them. This will give you a foresight into the health of your customer, allowing you to understand the triggers better and in the long run, ensuring customer loyalty.
“A satisfied customer is the best business strategy of all.“- Michael LeBoeuf
2. Utilise Insights from Salesforce Einstein Analytics
Salesforce Einstein Analytics consists of a portfolio of self-service analytics apps that can make your Salesforce a powerhouse for customer engagement and productivity. With the AI-powered Einstein Discovery, Einstein Analytics can analyse billions of data combinations to provide recommendations and actionable insights.
The service app of Einstein Analytics (a.k.a Service Analytics) allows customer service agents, and account managers to manage customer engagement and improving their customers’ satisfaction, with practical insights along optimised interaction channels.
Einstein Analytics’s spectrum of analytics apps could be your key to managing your organization’s customer acquisition, expansion, and retention effectively.
3. Power-up your Customer Community with Social Customer Service
Unite your marketing, sales, and service efforts to deliver a personalised experience to your customers over social media channels with Salesforce Social Studio. The Social Studio allows you to gather market intelligence, join real-time discussions with your customers, and monitor the topics that matters to your brand using machine-learning sentiment analysis and image recognition.
Further, it can be integrated directly across your Salesforce Service Cloud, helping you collaborate and plan out campaigns to engage and retain customers with a unified view. With this combination, service agents can also use this one tool to connect over multiple channels to deliver cross channel support, i.e, hearing the voice of customer irrespective of the across channels.
By combining the power of Einstein Intelligence with Service Cloud and your Salesforce Social Studio, you can also take care of the social customer care queries, that can be directly escalated to your social service team from channels like Twitter, Facebook, Instagram, and others
4. Leverage the 360° Customer View on Salesforce
If you’ve read much about CRMs, then you must have already heard the phrase “360° Customer View” many times. But, what you might not know is that the data in your Salesforce should an be consolidated to give you that 360° for all your customers.
Your Salesforce, with the help of all your customer-facing teams, can jointly capture this data, analyze it and further build an actionable experience to effectively serve your customers. Once built, this consolidated data on Salesforce will enable you to control the relationships with your customers, helping them out proactively just-in-time of the need.
By empowering your agents with such intelligence, you can provide a service that is impeccable, which is completely personalized and requires minimal effort. The mobile self-service capabilities of Salesforce is an add-on, making it easier for your agents to interact with the customers 24/7 from any device.
Investing on building the 360° Customer View, could conclusively reduce support costs for your organization, minimize efforts for your customer, enhancing their overall service experience.
Social customer service is an integrated, seamless part of the Salesforce Customer Success Platform with which your social care team gains a comprehensive picture of the customer before responding. This empowers you to attain the 360-degree view of the customer, recording their interactions right within your CRM.
5. Understand the reasons why customers could churn
Despite all your efforts, if a customer churns, then that should be your biggest learning. As Bill Gates said, “Your most unhappy customers are your greatest source of learning.”
It’s definitely easier to understand why an unsatisfied, complaining customer leaves. But, what about those quiet ones who also could possibly leave?
The first thing you must do is to patiently listen to your customer. Get their feedback and understand how you can help them find their ROI. Put yourself in your customer’s shoes and think what could be done.
If that doesn’t suffice, then dig into your Salesforce Analytics Cloud. Use that
AI-powered data to answer relevant questions. To understand such scenarios better, you could also use the Einstein Prediction Builder. This tool allows Salesforce admins to create a custom AI model that could predict business outcomes. A focussed predictive attrition model could help you understand which customers are most likely to churn based on the data available in Salesforce.
Have more tips on retaining customers via Salesforce. Let us know in the comments.
Gokul is the Product Adoption Expert and Marketer at Whatfix. Working actively with the Salesforce Community in 3+ years. He loves writing for the SFDC community and actively participating in discussions on Twitter. You can find the articles he’s written here and reach him on @I_mgokul