Organizing customers is extremely important for any company. It is from this job well done that it is possible to relate, delight, sell, retain and evangelize consumers. The benefits of this are enormous. Therefore, some strategies are needed at this time.
And, well, we can start this article by saying this: Organizing Customers It’s every company’s duty to organize the customers it has.
Without having a good, complete, centralized and easily accessible registry, it is truly impossible to relate to your customers – or potential ones.
After all, you know very well that you will hardly be able to have good sales results if you don’t have your customers clearly organized.
Therefore, we have 8 steps to help you in this task:
- Gather your spreadsheets;
- Structure the database;
- Import into CRM;
- Enrich the data;
Why is it important to organize customers in companies?
This is a question with some answers to some degree obvious. The first is that for your company to be successful in sales, it needs to be customer-focused.
A great product or service will do nothing if you fall short in customer service, for example.
Or if the impression and/or concept that your consumer – or potential customer – have is not exactly positive.
The first step for this to truly happen is to organize clients.
It’s the initial stage for you to put the customer at the center of operations for whom a lasting relationship can be built.
And it is essential that everyone in the company is aligned with this culture. After all, everyone’s work somehow impacts the final consumer.
Therefore, there is only management if you have control. And there will only be control if you are organized and disciplined on a daily basis.
The organization will make your routine more productive: it will take you less to complete any task – from the simplest to the most complex.
If that happens, you will have more time to be consultative and didactic with your client.
See how everything is connected. How an action, when done well, positively impacts others.
And all of them, working together, will be reflected in the customer’s success later on.
After all, a company is made up of people. This is the most valuable item an organization has.
When you enable them to focus on the ultimate goal, which is customer success, your business certainly has a paved path to success.
The use of CRM to organize customers in companies
The CRM is the greatest ally of the companies that want to strengthen their relationship with customers for later, get a sale.
In fact, the name itself already shows its importance. CRM stands for Customer Relationship Management.
In Portuguese, it means Customer Relationship Management.
It is through the tool that you get much more than organizing clients. In a practical and intelligent way, it creates actions to generate value and delight you.
With several types of funnel, you can generate value for it, nurture it, qualify it, sell, retain and evangelize your customers.
Provided, of course, you have a product or service that really makes sense and helps him achieve his goals.
Also take advantage of deduplicating functionality – something you’ll see in the following topics that will be helpful.
Thus, you avoid duplicate entries (and also opportunities). Unify them into one. You choose whether the oldest or newest remains.
See how important this is: imagine two salespeople working at the same time with the same customer?
Without communicating, they’ll approach this prospect twice and then, well… you can imagine the confusion and the image that this will convey, can you?
How to organize customers smartly? Check out 8 steps
But after all, how to organize clients and manage to have a good performance in the relationship with them?
In this paragraph we will cover aspects for those who still manage their contacts in spreadsheets to make the digital transformation.
Organize them and import them into a software, a sales system that is functional and that centralizes all the information.
From there, you will be able to deliver the value it needs to trust you and, of course, buy, at every step of the funnel.
Check out the tips we’ve separated:
It is not uncommon for companies that still manage customer registration in spreadsheets to have several registration documents.
It doesn’t even have to be your customers, actually. It could be a list you bought to start your sales approach.
So, the initial step here needs to be to gather all the existing spreadsheets that are with your sales, administrative, financial, marketing team…
Do this operation in all sectors so that no customers are lost along the way.
It takes work, yes, but it needs to be done so that you can have a really complete customer base.
After gathering all the worksheets, time for the good old “CTRL + C and CTRL + V”.
Copy and paste all data into a single spreadsheet.
This is the first step towards unification: ending the decentralization of registries.
Once your data is all inside a single spreadsheet, it’s time to structure it better.
Standardize the phone format (with area code and number), also include CNPJ and CPF.
If you have other data, try to standardize. Road; Avenue (or Av.?); number (or number?). And so on.
Once you’ve organized it, it’s important to leave it at the CRM default. And, with a few clicks, you can put your entire customer base in the tool.
Ideally, this work should be done by the sales manager. Or, if that person doesn’t exist, the sales leader can take over the role.
From there, you should go to a step a little more improved (made inside the tool) which is the refinement.
Now, it’s time to treat and refine the information regarding your customers.
Organizing customers is much more than having them listed and centralized. With base refinement, you are able to be much more assertive in your marketing strategies, for example.
- segmentation by industry, sector, CNAE, region, revenue, number of employees, etc;
- deduplication within your CRM to avoid repeat registrations (and problems later on);
- The standardization of telephones, cities, neighborhoods, states. Make everything simpler and easier to consult;
- enrichment by creating new columns for other information you have collected that will help you relate to this customer;
- The classification that can be by purchase cycle (recurrence), last purchase, average ticket , among others.
Once you’ve organized, it’s time to show off the work you’ve done to the pre-sales, sales, customer success and everyone else who will be dealing with customers.
Show step by step how to reach the customer base. How to consult.
Expand the fields to see what was registered. Make it clear and show how easy it is to make an appointment or create an opportunity for each contact.
Now it’s time to roll up your sleeves and get to work. You can do this in two ways.
Take advantage of your CRM and do it automatically. Throw them to the first stage of the pre-sales funnel and automatically distribute these contacts
This way, your SDR team will be able to qualify and know their interest in the solution sold.
That, of course, if we’re talking about a cold list of leads you want to sell.
And then, as they are interested, they can progress through the funnel steps until they are approached by the actual seller.
It is important to have the activities planned in order to work on these contacts.
This means structuring the pipeline steps well. What in each of them will need to be done?
Remember that the goal here is to make the customer trust you, see you as a solution and be interested in listening to your offer.
So make each contact truly worthwhile. May you be able to be didactic and consultative.
By doing this, the sale will certainly be much closer to happening.
So, how can we help you?
If you have questions about content or want to know how CRM helps you organize customers, talk to a consultant whenever you like.
Enjoy and read two articles that will help you always have satisfied consumers consuming your brand.
The first talks about the importance of measuring customer satisfaction through the NPS method.
The second addresses the concept and importance of the customer experience in companies.