You may have collected lots of information about your customer and decided to use Salesforce for your business needs. You may also have new customers for your business, but to get the new customer and to retain the existing ones are two different aspects. Studies have proven that customer retention can provide a 25% growth or profit to any business. If your competitor swipes your customers right from under your nose, then you need to focus on the customer retention process and their tools. This article discusses customer retention using Salesforce through seven points:
1) Use Integration to Store Data Centrally
In the customer-focused marketing era, it has become essential to know the best way to connect with the customer to convert the relationship into a meaningful one by solving their problems in a faster manner and by fulfilling their requirements and expectations timely and properly. But to achieve this simple-looking task is not easy, you may be using various applications, which might be restricting your efficiency and functioning in silos, and slowing down functional speed and quality, which may result in customer dissatisfaction.
The simple and straight solution to this problem is that you must integrate the system and data centrally by storing it in the cloud. For this, Salesforce can provide you the best cloud-based integration platform, which can disable all IT related bottlenecks and streamline the data flow among various business processes. Here for streamlining the best example is that if various departments of the organization are using various tools to smoothen their operations, then with the help of a transparent data funnel they can get the 360-degree view of every customer. So now through the transparent system can help the organizational employees or sales team members to make the customer retention more effective.
2) Use Customer Data to Send Personalized Messages
Salesforce integration partners can provide you lots of valuable customer data. Now you can take advantage of this data to send personalized emails, so that the customers may feel connected with your service. Personalized emails may make your customer feel special, like in the following email, which is sent by Amazon to its customer by his name:
A Personalized email from Amazon
Here Amazon has sent the personalized email with the name of the customer, and on the basis of his search history, they have sent a few suggestions to the customer. It may be a great experience for the customer. Salesforce can be proven a gold mine of customer data, which may include their online activities, downloads and search history including their location, like in the following screenshot:
Customer Data in Salesforce
Using the customer information the personalized messages can be easily sent to customers. Moreover, any external email marketing tool like MailChimp or any other freely available tool can also be used to send such personalized messages to the customers. There are ready to use apps, which can be used to synchronize MailChimp like apps with Salesforce.
3) Social Media and Salesforce Integration
In this era of social media, when everyone is on social media, it has become important to respond to customer’s queries through the same channel from where they have contacted you. If your customer has asked you question through Twitter or Facebook then you should use the same channel to get back to them. In Salesforce there are ready to use social media integration tools through which you can keep track of your customer interaction and access all of your social media messages at one place. Like shown in the following screenshot:
The feeds are refreshed in every 5 minutes and the user or sales reps can reply right here from the app to the user’s query, by using the Reply button, even right from within the app you can see the social media profile of your customer.
4) Re-engage the Inactive Customers
There can be a number of inactive subscribers in your customer list, for lead generation, it is advised to prune
the inactive customers. Moreover, the probability of existing customers is more likely to follow-up the purchase rather than the new one. There are email marketing tools, which can segment the inactive customers from the entire list of your subscribers. You can use that segment to send personalized messages or offers to make them active or to re-engage them. There are also customer retention email templates, which you can use to send as email. Through the Salesforce integration facility, you can easily integrate Mailchimp like external email tools that can be integrated with Salesforce to create the segments of inactive users.
5) Customer Interaction Track
If you send emails and offers to your customers, then you would like to know his actions as well and for this, there is a feature in the Salesforce Track of customer interaction. You can check whether your customer has downloaded an e-book or made any purchase since the time when you interacted with him? You can also get the track notification message either weekly or monthly. For this, you can also check which customer has not been in touch for last 6 months and send them offers and discounts as per his interest or previous interaction. For this, you can create a report in the Salesforce.
6) Improved Customer Service through Salesforce Integration
In an era of customer-oriented marketing, it has become essential to serve the customers in a better way to retain loyal customers. After making sales to the customer or sending them discounts or offers, the organization must be ready to deal with the customer’s complaint effectively and respond to them in a timely manner. Salesforce implementation service cloud provides an integrated customer service platform. Customer interaction is not limited to just sending them discounts and offers, even the complaints made by them must also be handled in a proper manner. They must be responded in a timely manner. Through Salesforce Service Cloud integration the sales team can access all customer-related information and you can keep track of any customer complaint or issue. Following Salesforce screenshot gives an overview of the customer information, displayed on Salesforce Service Cloud, which includes email, phone or contact number, social media connections. The customer service team can contact the customers immediately, using the contact information on them.
Screenshot of Customer Information in Salesforce
7) IPAAS for Business Intelligence
In Salesforce for the platform to platform integration iPaaS can be used. Using iPaaS diverse software applications and components can be made compatible with Salesforce. The reporting ability is also enhanced using iPaaS and the detailed and customized reports can be easily generated, which can get the feed from other apps. iPaaS allows the data to come from the cloud or an on-premise application so that it can be turned into apps, compatible with mobile devices and social apps.
Last but not the least
client retention is the most important and essential step to generate revenue. At the same time, the presence of a number of competitive sites may divert the customer towards them. The power of customer data can be used to provide personalized service to customers. You can make a long-lasting relationship with your customer using such useful information.