Customer feedback is a great way to gain insights about the success of your business straight from the mouths of loyal fans as well as naysayers. With the added benefit of technology, you can more readily find out where your strengths and weaknesses lie with your audience and which marketing messages resonate most. After all, what’s even more important than receiving customer feedback is knowing how to respond to it. 

In digital marketing, Customer Relationship Management (CRM) is the process of collecting feedback across various platforms and using it to improve your product or service. CRM is essential to implementing a successful customer-centric business model and nurturing the relationships between the company and customers. 

Why Is Managing Customer Relationships Important?

Reviewing customer feedback is more than just a way of tracking the success of your business through the eyes of customers who already love you. It is a learning tool to build an effective business strategy by organizing and streamlining improvement efforts and aligning them with your customers’ greatest needs. It’s an opportunity to find out where your messages fell flat or your products were not as well received. CRM provides the insights necessary to overcome obstacles to growth that your business faces. 

What Are Some CRM Best Practices?

Every company manages customer feedback differently, but there are a few basic best practices to keep in mind when utilizing CRM to maximize your company’s digital marketing strategy. 

1. Clearly Define Your Goals

Before formulating any successful marketing plan, you must first identify your objectives, needs, and current obstacles. Using customer feedback is a highly effective way to narrow your efforts to ensure you focus your energy in the right places. Your goals may include: 

  • Improving customer satisfaction scores
  • Improving conversion on marketing campaigns
  • Improving the agility of your business to respond to issues and social media chatter in real time 

Leveraging data from a CRM platform can help narrow down broader goals to actionable items.

2. Take Advantage of Surveys

Customer feedback surveys are a great way to gain actionable insights. The surveys can be distributed via email after customers place an order or receive a service. 

For example, if you want to measure the success of your customer service department, you can send out a survey after a customer is assisted by a company representative. You can then use the responses to target weak points and problem areas in order to improve the customer service experience. You can also use the survey results to develop a framework of exceptional customer service and reward employees for a job well done. 

3. Broaden Your Horizons for Feedback 

You’ve likely noticed that in most studies, data is collected across multiple subjects or sources. Your target customers may be scattered across various geographies or demographic populations, and they may interact with your business in different ways. Don’t limit yourself! When managing customer feedback, data should be collected from the multiple online platforms your customers use to interact with you, such as email, social media, and websites. 

4. Proactively Communicate

Customer feedback is a great opportunity to start a conversation with your audience. CRM not only helps to address internal, operational problems, but also serves as a springboard for communication between real customers and the real employees behind the brand’s Instagram handle. This authentic interaction can help build trust and loyalty within your customer base. 

5. Leverage the Latest Technologies

At Telio, we understand the difficulties that come with building, managing, and growing your business online. Our review monitoring and reputation management software is designed to streamline your online reviews with a simple, interactive solution that can help you attract new customers. With our software, you can easily monitor customer reviews and respond to them more quickly to stay ahead of your competition. 

Want to know more? Learn how Telio Reviews works.