A smooth running customer relations management, or CRM, system is critical to the survival of any ambitious e-commerce business.
It doesn’t matter if you are selling bracelets, computers, or cat food, you will need a way to communicate effectively with your customer base to improve customer retention and loyalty. FlightHub is an online travel agency that is in the midst of a big revamp of their CRM program. A
fter some consultations, FlightHub had discovered that it wasn’t just as simple as collecting emails and blasting out emails. There is both a science and an art to it, and it requires a lot of logic to determine exactly how it will work. I asked FlightHub what day to day steps they take to optimize their CRM system and they gave me these three key maintenance points.
The first step is determining which silo each and every customer fits into. FlightHub reviews this list regularly and determines placement based on the types and frequency of interactions with customers. Different types of sample customers could include regular customers, customers who haven’t interacted in X number of days, and customers who have cancelled purchases.
These parameters are different for every business depending on the product they sell or if they offer memberships or loyalty programs.
Testing is a day-to-day process at FlightHub. The open rates, spam rates, and CTR of specific mailers can be effected by the smallest aspects. A font here, a word there, or an image there can effect the numbers in ways you could never imagine. Sometimes it defies logic or the rules of good design, but at the end of the day testing isn’t about testing the quality of your design, it’s about measuring customer engagement.
FlightHub isn’t the only company that has had to scrap a beautiful template for something more basic that proves to be more effective.
This step comes to down to applying the action items you learn from testing. It is important to recognize two things. First, the data. You need to trust your data above all else. At the end of the day, nothing matters but the results. Secondly, the idea that CRM isn’t about you, it’s about the customer. Egos will be hurt in running a successful CRM program. Your copywriters will scratch their heads when their beautiful content gets rejected for basic CTAs, and your designers will question your understanding of good design when you scrap cutting edge design work. It comes down to working with your customers wants and likes, not your teams, according to FlightHub.
These three processes are extremely important in maintaining a smooth running CRM system. With that being said, these steps just begin to scratch the surface of what it takes to keep it running successfully. You need to consider the needs of email providers who have constantly changing, and often secret, regulations.
This content is sponsored by FlightHub.