The Customer Journey is the crucial aspect of any business. Knowing and being able to personalize the interactions with every customer despite the scale of your company is the key element to success, no matter the level of automation. Salytics specializes in this journey, and this is the second post on the topic, breaking down the jargon and helping you understand where marketing automation and CRM systems can help your business. Before we begin, make sure you have read “The Customer Journey Part 1”.

The Basics

CRM – Customer Relationship Management. It’s software. It’s a process. It’s a way of thinking. As companies, we need to build relationships with our customers, and CRM tools help us to build the customer journey. This is not a new concept, but with the advancement of the digital age we now have more tools than ever at our disposal to help design and implement the customer journey. Using CRM software allows us to track customer interactions and build a deeper understanding of a prospect or client. In the last post, we left off with Marketing Qualified Leads being sent to the CRM system. We will pick up having received this MQL from a marketing automation system.

Once a lead has been received from Marketing, human interaction finally takes over from what has been an automated process. Depending on the business, a process of determining the lead’s validity happens before the lead becomes a Sales Accepted Lead and a sales process takes over. In the case of a lead failing to be accepted, it may be returned to the marketing automation system for more nurturing, or perhaps blacklisted if deemed to be a competitor or some other unwanted lead.

Now that the lead has been verified, we need to discover the opportunity. This is where a sales agent takes over the lead and engages in a typical sales process, qualifying the lead, ensuring they are the decision maker, have the funds, the needs, and are ready to buy. In the CRM system, all of the emails, calls, and other interactions are stored along with the details that have been sent over from the marketing automation system to really get a holistic view. Following the SQL stage, the lead is hopefully going to become a customer.

Don’t stop now
From repeat purchases, to add-ons, to service after the sale, don’t abandon your new customer. Ensure they are included in any post-sale marketing campaigns, and develop the relationship!