Customer relationships are your company’s driving force. More loyal customers means higher revenue. They tend to spend more and can become brand advocates through referrals.
That’s why an effective customer relationship management strategy should be a priority. Look for ways to strengthen engagement consistently through improved communication, faster issue resolution, and added personalization.
Use this post to explore simple, proven tactics to nurture the customers you already have.
What Is Customer Relationship Management?
Customer relationship management (CRM) streamlines customer interactions using technology to track, automate, and enhance experiences.
The ultimate goals are simple: know your customers, build better experiences, keep them happy, and encourage loyalty. When done right, CRM can align your organization around delivering customer value and driving growth
8 Proven Strategies for Effective Customer Relationship Management You Should Implement
So, how do you do it right? Let’s discuss eight actionable tactics you can start using to strengthen those customer relationships.
1. Centralize Data with a CRM Platform
First things first, you need to get your customer data organized.
A CRM platform like HubSpot Service Hub brings your customer data together in one place. It stores all the essentials: contact details, order history, communications, etc.
This gives your whole team a shared, comprehensive view of each customer. A CRM also enables personalization using data like purchase history. When you can personalize offers and experiences, customers feel special.
2. Personalize Their Experience
Speaking of personalization, customers crave it. Delivering it can set you apart from the competition.
You don’t have to go overboard. Start simple by taking little steps like using their name in emails or notifying them about discounts for their favorite product. Remember their preferences and send them recommendations you know they’ll love.
The technology is there to help automate personalization — use it!
How to Add Personalization Tokens in Service Hub
Personalization tokens allow you to display dynamic, personalized content to contacts by pulling in their property values like their first name or industry. Follow these four easy steps to add tokens in the Hubspot Service Hub:
Step 1: Go to the email, web page, etc. you want to personalize.
Step 2: Click “Personalize” in the editor toolbar and select the contact property to use, like name or industry.
Step 3: Click “Insert” to add the token to your content.
Step 4: Preview your content to see the tokens in action!
That’s it! When contacts view that content, they’ll see personalized values from their properties.
It’s a minor adjustment that makes your content feel more relevant to your customer.
3. Set Clear Expectations, Then Overdeliver
Here’s another way to win trust: underpromise and overdeliver.
The first step is setting clear expectations for your customers. You should be on the same page about response times and overall performance. Establish service-level agreements (SLAs) which spell out the rules and guarantees between you and your customers.
Next, exceed those expectations. If you tell a customer their order will ship in three days, send it in one. Follow up on requests faster than expected. Exceed timeframes when possible.
Here’s a bonus step: when issues come up, stay transparent. Inform customers when you can’t deliver their expectations. Even when you make mistakes, it’s easier to earn their trust when you are upfront about it.
Underpromising and overdelivering successfully is easier with the right tools. For example, HubSpot’s Service Hub has excellent SLA automation capabilities that help businesses consistently meet or exceed customer service commitments.
This tool lets you:
- Set custom response and resolution targets by request type and priority.
- Automatically track SLAs, sending alerts for any at risk of breaching.
- Promise reasonable timelines to customers while empowering teams to deliver faster turnarounds.
- Optimize workflows to outperform standards consistently.
4. Communicate with Your Customers Regularly
Communication is vital in relationships. That means customer relationships, too.
Ensure that every customer feels heard and valued. Here are some ways to do this:
- Set up automated workflows triggered by customer actions — for example, welcome emails when they first purchase or satisfaction surveys after support tickets are closed.
- Send promotional emails with helpful content or exclusive offers. But don’t overdo it. Too much communication can be annoying, too.
- Engage on social media. Respond quickly to comments, product questions, or complaints.
- Humanize your brand by sharing behind-the-scenes content and engaging casually with followers.
The goal is to keep communication open, provide value, and make customers feel important. When you show you care about them, it fosters brand affinity and loyalty.
5. Make Loyal Customers Feel Special
Not all customers are equal. Loyal repeat customers are far more valuable than those who constantly switch brands. 57% of consumers say they buy more from brands they’re devoted to, so encourage loyalty.
Create rewards programs that offer exclusive perks and discounts. Send surprise gifts or personalized offers on special occasions. Go above and beyond for long-time customers by providing extra troubleshooting, waiving fees, etc.
Research shows that loyalty programs make 79% of customers more likely to continue doing business with a brand.
When you offer rewards, you recognize loyalty and make customers feel appreciated. This deepens the relationship and motivates continued patronage of your brand.
6. Fix Problems Quickly
Let customers know you take their problems seriously with quick response times. Then, once you know about an issue, start tackling it immediately. Slow or mishandled issues erode trust and loyalty.
Optimizing internal processes and using innovative tools like HubSpot’s Tickets and Tasks can help.
Using HubSpot’s Tickets and Tasks for Quick Issue Resolution
Step 1: Customize Ticket Stages
Tickets give a centralized place to track customer issues. If you have a lot of tickets to go through, customizing the stages can help you see which ones need urgent attention at a glance.
Here’s an example of how you can customize ticket stages:
In this example, the tickets are categorized into 5 stages:
- New - Customer filed a ticket, but there’s no response yet
- Waiting on Us - Agent following up internally
- Waiting on Customer - Customer input is needed
- In Dev - Ticket passed to another team by @ mentioning them directly on the ticket screen
- Closed - Issue fully resolved
Step 2: Set Tasks
While tickets represent the overarching issues, tasks break the work into specific to-dos.
For example, a customer support ticket comes in for a billing complaint. To resolve the ticket, you may need to complete several smaller tasks, like contacting the billing department and reviewing the customer’s account history.
With HubSpot Tasks, you can conveniently create tasks on the ticket screen and link them to tickets. Here’s how that would look:
Using tasks makes seeing your progress toward hitting bigger goals easier. You can also assign tasks to others on the ticket screen, so passing the baton to another team is more straightforward, and everything is well-organized.
As a result, you avoid delays caused by customer complaints buried in your inbox or mix-ups about who should handle the issue at various stages.
7. Make It Easy for Customers to Help Themselves
Speaking of quick issue resolution, why not set mechanisms to let customers solve common issues themselves?
Modern consumers have higher expectations: they want 24/7 service and quick response times.
The most cost-efficient way to meet these expectations is by enabling quick self-service options like FAQ pages, online support portals, and chatbots that let customers find answers instantly.
You can easily set this up using tools like the HubSpot Self-service Portal. One of its standout tools is the Knowledge Base, which lets you take common support questions and turn them into search-optimized search articles.
Then you can add these articles to your customer service library, which usually looks like this:
The goal is to provide ready resources that answer questions before the customer asks them. This way, they can resolve issues independently, reducing customer effort and improving satisfaction.
8. Measure and Adapt with HubSpot Surveys
Those who listen to customers reap the rewards. Using survey insights lets you optimize interactions and exceed expectations. It helps you identify weak spots and rapidly implement improvements.
HubSpot's survey tool lets you easily monitor metrics like Net Promoter Score and Customer Satisfaction. But on top of that, it helps you target who receives your surveys and when to send them.
You can gather feedback from the right customers at the optimal times. For example, you can:
- Send a post-purchase survey only to new customers who just made their first order. This allows you to collect feedback specific to the onboarding experience.
- Create an annual survey only sent to high-value enterprise clients to assess their overall satisfaction.
- Set up a recurring NPS survey that goes out to all customers every 6 months to monitor loyalty over time.
- Trigger a pop-up survey after users access a certain page or feature to get immediate usability feedback.
Targeting ensures you get the correct feedback from the right customers at the best time. More strategic distribution equals higher-quality insights.
Companies that prosper long-term nurture and strengthen relationships. They recognize that the experiences they deliver define their brand. They invest in connections with people, not just transactions.
Building strong and lasting customer connections takes commitment, effort, and the right strategies. Tactics like personalizing customer experience and seeking feedback make customers feel appreciated and valued.
You’re taking steps toward customer-centricity by implementing our outlined strategies and adopting the right tools. With a dedication to exceeding expectations and making customers happy, their loyalty and advocacy will fuel your success.
Get Started with HubSpot Service Hub to Strengthen Customer Relationships
Efficiently managing customer relationships takes the right tools and expertise. HubSpot Service Hub helps you unify customer data, automate workflows, and coordinate team engagement.
However, getting the most out of it requires a dedicated focus on adoption, optimization, and best practices. Origin 63 can help you configure HubSpot CRM to match your business needs, drive adoption across your organization, and leverage the platform to enhance customer experiences.
Contact us to start strengthening customer relationships with HubSpot.