Sometimes, staff add a person to the database just to get 'mandatory tasks' out of the way, and then forget about the entry until the next customer interaction. Sound familiar?
If CRM feels like a thorn in your side or if it doesn't evoke any feelings in you, then it's time to change your way of thinking!
Get everyone on board
Encourage your staff - including yourself - to maintain the CRM. Not only will you improve customer service, but you'll also enhance sales and marketing. Discuss together what you use your CRM for and what benefits it brings, for example, to your marketing and customer service. When everyone understands the benefits of CRM, its use won't be questioned or neglected.
- Try to visualize and explain with examples how the CRM data flows across different departments.
- Make updating the CRM a part of the onboarding process for new employees. This way they start their roles with a strong understanding of the CRM, contributing to a culture that values and maintains accurate data.
- Open your CRM in every customer-related conversation and make it a habit to also check contact information in every customer interaction.
- Agree on who is responsible for updating personal information.
If you recognize that your CRM data is lacking, remember that even a small improvement in daily practices leads towards more current and complete data. You don't need to change everything all at once; if desired, you can progress in small steps.
Ease Marketing Efforts
When CRM customer data is up-to-date, targeting your marketing efforts becomes easier – hence, more effective.
- Use your CRM data to identify who has purchased from you and target them. For example if you know that women aged 25-45 love your workout sessions, target them in paid advertising
- Another way to use CRM data is to engage individuals who, for example, haven't booked an appointment or made a purchase in at least the last three months.
CRMs contain sales management tools that help with closely following sales opportunities, better forecasting sales, and closing deals faster.
Reduce Manual Work
- Automate billing, appointment scheduling, inventory management, etc. You'll save time, and the possibility of errors will decrease.
- Don't keep separate lists, but direct all information into your system.
With WisePlatform, you can input all necessary information about individuals, which guides the system's other functions. Therefore, it's important to remember that when filled in correctly, your CRM is the most valuable tool for both marketing and customer service.
Joni Meskanen
CEO of WiseNetwork
I'm dedicated to empowering SMEs in the sports and fitness industry through innovative digital solutions. With 25 years of gym industry experience, I bring a wealth of knowledge to enhance digital presence, streamline operations, and enrich customer experiences for gyms, golf clubs, climbing facilities, and more. My mission is to drive transformation and growth, helping SMEs to thrive in a competitive digital landscape.
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