Building Customer Experience From The Ground Up With Salesforce CRM

Why Does A Marketing Agency Get Involved in Salesforce CRM?

In a show aired more than ten years ago, Oprah asked her female viewers to take off their tops and examine their bodies carefully. As it turned out, eight in ten women were wearing the wrong bra size.

What do Oprah and bra sizes have to do with Salesforce and CRM?

#awkwardpause

Well, from our experience, eight out of ten businesses are using the wrong CRM solution or data structure.

Salesforce is the world's most trusted CRM platform.

Salesforce is the world's most trusted CRM platform.

Here’s the deal: CRM software has evolved from a simple contact management system into a complex tool. It does more than simply recording your customers’ contact information – it can now also track the details of every interaction and the customer’s position in the sales funnel and provide valuable reporting on the customer experience; the propensity to purchase the next purchases the value of the current purchasers and who is likely to purchase again.

Having access to valuable insights, you can easily identify prospects, convert leads, up-sell existing customers, and manage sales and marketing. It goes without saying that choosing the right CRM platform and deploying the right structure for your CRM platform for your business can improve productivity, boost sales, and enhance customer satisfaction.

So, how can you make sure that the CRM solution that you choose will help your business grow and prosper? How can you find a CRM tool that is ready for the ever-changing modern sales process?

Enter Salesforce.  We’re advocates of Salesforce simply because of it’s platform scalability.  No other platform has the ability to mould itself to your customer journey whilst providing the insights and a high level of data security.  Hundreds of thousands of companies around the world have chosen Salesforce as their CRM to help them streamline the customer process.

Salesforce CRM provides an adaptable and customisable mobile experience via Salesforce1

Salesforce CRM provides an adaptable and customisable mobile experience via Salesforce1

Why does a marketing agency get involved with CRM delivery and technology - isn’t that what IT is for?  Now, more than ever, technology is at the heart of the marketing solution.  

We've moved from information technology into marketing technology to create better customer experiences. 

More than 50% of buyers are more than halfway through their buying journey before they reveal themselves to you.  For this reason, there has been an explosion in technology to help drive the buying experience giving greater service to the customer whilst enhancing the intelligence around the buying process.  

There is a marketing technology arms race on and the infrastructure of any data intelligence process is the CRM platform.


What Makes Blirt’s Approach To CRM Different?

The Blirt approach to Salesforce CRM is designed to help companies unify their sales and marketing experiences across the customer journey in order to deliver a best in class customer experience.

Here’s what makes our approach different.

1. CRM is the technical foundation to the customer experience
2. A CRM is not for the sales, marketing, finance or IT department - it is for the customer
3. The right CRM platform empowers an omnichannel experience

Let's unpack each of these:


1. CRM is the technical foundation to the customer experience.

A great customer experience has a technical foundation built to support the customer journey.  This means that the organisation is capturing the right data at the right time in order to ensure the right content is being served to the customer at the right time.

Practically, this means that marketing automation platforms need to sync data into the CRM, ad technology needs to ensure attribution of spend can be modelled on journey touch points and brand advocacy can be tracked across the various stages of the buying process.  There is so much more but these are the fundamentals.


2. A CRM is not for the sales, marketing, finance or IT department - it is for the customer.

A CRM platform’s purpose is not to make your IT teams life easier to manage data, rather it’s purpose is to empower your entire organisation to serve the personal and individual needs of the customer better.

This is a radically different viewpoint to normal business practice.

Isn’t the purpose of business software to make it easier for staff to do business?  Yes, but it’s not the first reason.  It is not at the cost of a better customer experience.

A good investment should mean it will do both.  However, it will ensure life is better for the customer first - that might mean internal teams may need to work harder in the short term to power up a better customer experience and make it easer to do business in the mid term.

Here’s the rub - it’s easier for sales people to not get up and greet a customer when they walk in the door of a shop but it’s not accepted as it’s a poor customer service.  We all get that we should work harder and smarter to create a better physical customer experience, the same applies in the digital.


3. The right CRM platform empowers an omnichannel experience.

In today’s always on, hyper speed mobile, omni device world, we need to ensure the technical foundations of the CRM allow you to:

  • Connect research insights back to personas and individual contacts within the CRM
  • Conduct research on a journey stage basis, i.e. research is triggered based on a stage in a customer journey, not a date in a marketing managers calendar.
  • Analytics can be connected to individuals and from there aggregated up to personas and market segments
  • Development segmentation that can be automated and intelligence gathered in real across all touch points
  • Understand and deliver ROI and calculate it across all investments and related back to customer segments
  • Build advocacy that can be personalised to the contact level and customer data interrogated to show your promoters and encourage referral activity.

We prefer the Salesforce platform simply because it allows us to deliver a better customer experience at the best performing ROI.  


What should I do next?

If you don’t have clarity on your customer experience strategy, we should start with understanding your customer and market place through our CX Insights research, read more here.

If you don’t have a CRM and need to get the basics going, read about how to get started with Salesforce here.

If you do have a CRM but you need to start building better marketing process and intelligence, read about marketing automation here.

Or if you just need to have an open, no BS conversation about how to grow your business, talk to us, say hello here.