A Customer Relationship Management solution doesn't just help you gain more new clients. It's also a tool to help you and your brand create a fiercely loyal customer base that will return time and time again and that might also share the unique wonders of your brand with their colleagues, peers, friends and families.

Just how can a CRM help you create a band of loyal brand advocates?

Communication Tracking

CRMs effectively use communication tracking to manage contacts, analyze collected data, encourage sales growth and increase repeat customer experiences. In recent years, CRM systems have evolved to target unique customers who might be interested in specific events or offers.

A personalized contact approach tangibly increases sales by making customers feel highly valued. Personal invitations to local events with the added incentive of a discount or other significant perk lets your client base know that you care about them. When your customers feel valued, they'll want to share the experience with others.

Word of mouth is said to be the most effective form of promotion. It spreads fast and, thanks in no small part to the internet and social media, has a wide and international reach.

Customer Interaction

Your CRM system can help your team understand your customers and their individual needs. Using your Customer Relationship Management solution, you can keep a close eye on each customer's interactions and transactions.

You'll be able to respond almost immediately to individual queries, taking your customer service to the next level and building a rapport with each client — or potential client — who makes an inquiry, allowing you to turn that potential lead into a happy customer who feels valued.

You can even use the system to check on customer satisfaction ratings, and in the case of needing to find a satisfactory resolution, keep track of the solutions both offered and delivered.

Feedback and Adjustment

You can optimize your sales strategy by paying attention to feedback from past and current customers, highlighting areas that need attention and using those experiences to improve customer service.

Regular evaluation of sales processes helps ensure that everything runs smoothly from first contact.

With the information in your CRM, you can see if a particular issue has been raised repeatedly. Then you can make the necessary tweaks and changes to take the buying experience to a more satisfactory level.

The way you handle a negative review on a public channel can change your brand reputation, for better or worse. Listening to an aggravated client and addressing their concerns can turn a negative experience into a wonderfully positive event they'll want to share.

But, if you handle criticism badly, you could lose more than just a customer. You could also damage your reputation and lose other customers who were already on the edge.

Both positive and negative experiences are shared with surprising rapidity on social media, and it's more important than ever to ensure your customer service and complaints department is up to the task of making sure all clients feel truly valued.

Clients who feel truly valued will often turn evangelical in their enthusiasm, and your brand benefits from credible and convincing free advertising.

Target Commonalities

Your CRM can help you develop important alliances by using the in-depth information on each client to find commonalities between them. You can find all of the customers who live in a certain area, have children of a specific age or are planning to attend a local event.

Then you can adapt your message to groups based on things they have in common. Finely tuned targeting means your messages reach the right people at the right time, making each communication even more effective.

Over time, you can make adjustments to maximize the results of your strategy. Use your CRM's email performance reports to see which campaigns are most successful.

When you deal with customers at every stage of the process, from initial lead nurturing right through to creating repeat and loyal customers, you can build a brand reputation that stands out, even in a crowded marketplace.

Tags: reputation management Data and Analytics Customer Relationships Sales