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CRM – Customer Relationship Management
Customer relationship management (CRM) is a widely implemented model for managing a company’s interactions with customers, clients, and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, service and retain those the company already has, entice former clients to return, and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments. Measuring and valuing customer relationships is critical to implementing this strategy.
Excellent customer service is about being aware of customer needs and reacting to them effectively. CRM helps you to understand, anticipate and respond to your customers’ needs in a consistent way, right across your organization. Practicing Customer Resource Management requires an efficient and integrated internal business system. Many businesses benefit from the organizational discipline CRM imposes, as well as from the technology itself. CRM will help your business if you view it as a set of tools that let you do more for, and get more from, your customer.
CRM can:
- Develop better communication channels
- Collect vital data, like customer details and order histories
- Create detailed profiles such as customer preferences
- Deliver instant, company-wide access to customer histories
- Identify new selling opportunities
Customer Relationship Management Software:
CRM software seeks to manage and automate CRM business strategies. While CRM software vendors use varying definitions to describe their software solutions, most industry pundits agree that CRM software should at least offer sales force automation, marketing and customer support. The below table illustrates CRM software components (often called modules) in more detail.
| Sales Force Automation | Marketing Automation | Customer Service | Sales Order Processing |
| Lead management Account Management Contact management Activity management Opportunity management Pipeline reporting Sales forecasting Mobile sales | Marketing management Campaign management Telesales & call scripts Email distributions Nurture marketing Marketing analytics | Case management Incident management Help Desk Asset management Self Service | Quote management Sales orders Up-sell & cross sell Invoicing Shipping & RMAs Contract management |
SEO and UX
The first and foremost goal of all doing SEO endeavors is to attract visitors to your website. Yet all the traffic in the world won’t help you if your site is failing at conversions. The heart of any site’s ability to turn a visitor into a customer lies in the overall UX. UX is crucial aspect of SEO and Google has even been quoted as saying its “goal is to provide users with the most relevant results and a great user experience.” It’s the secret to its own behemoth success, and it’s the biggest factor! of current technology requirement.
For your site to meet the expectations of all, it must and should provide a unique and enjoyable encounter for its visitors, that is highly intuitive and easy to navigate. Yes, the keywords, images, meta tags, and so forth are still absolutely critical, but must also infuse elements that provide a second-to-none user experience. There is no one-size-fits-all usability solution, however; to nail this, it need to know that the audience you are serving.
Here are the basic rules to help you coalesce a powerful UX with your thoughtfully crafted SEO blueprint.
- Establish Your Goals
- UX and Website Design
- Engage and Inspire
- Measuring UX
1. Establish Your Goals
Before any progress can be made on site design and UX, SEOs and Web designers must come to an agreement on what the goals of the website are. This will help push forward the ideas for design, content marketing strategies, and overall success.
Create buyer personas that will to help guide the questions and decisions that will be confronted in order to develop a premier UX. If there is ever a disagreement, simply refer back to the buyer persona outlines and ask a few key questions about the decision you’re making:
- What goal does this help to attain?
- Is this the best route to achieving this goal?
- Will the user enjoy this feature?
- How will this affect the visitor’s decision-making process?
- Will this drive conversions?
2. UX and Website Design
The very foundation of a great UX is a great website design. Major sites like Amazon, Zappos.com and such other sites are constantly redesigning and testing various elements to their sites for peak UX and, therefore, peak conversion rates can be noted. By doing this, sites like these are directly responding to consumer habits. When weak areas of the experience are identified, changes are made and tested. If folks are abandoning the process or bouncing off the site, you need to find these discrepancies, test alternatives, and get the process ironed out.
If your site is unattractive, difficult to navigate, or cluttered, you should most certainly consider a redesign. Your metrics aren’t lying to you; plug these holes or you will keep sinking.
To gain a clear understanding of which areas of your site are less than desirable, ask friends, family, employees and customers for their feedback on which portions of the site they found problematic. Additionally, websites like User Testing can provide an unbiased view of how visitors perceive your site.
3. Engage and Inspire
By now, you should understand the massive benefits that blogging puts forth toward SEO. Not a blog here or there, however, but a full-fledged content marketing effort. But there is one largely underutilized facet of this tactic that many businesses aren’t taking advantage of; the opportunity to engage with your visitors.
UX isn’t just about the design of the site, it’s also about making connections with people. By posting content on a regular basis, you open up an awesome opportunity to engage your following in a meaningful way. Answer questions, respond directly to comments, and add additional value by discussing current trends in your industry. This demonstrates that you have some serious knowledge about your niche. Don’t just start the conversation; continue to engage with those who chime in, and brand loyalty will start to quickly emerge.
4. Measuring UX
Your first indicator of unsuccessful UX is bounce rates; if you are experiencing a high level of bounces, try to determine why. What page is leading to the highest numbers? Figure out what it is about these sections that is turning off visitors. If it’s a straight up mystery, ask them. Place a one question poll on the offending page and ask about prices, content, site experience; whatever you suspect might be the culprit. Your audience always has the answers.
Your second clue is the granddaddy of all metrics: Conversion rates. If you are not seeing the volume of conversions that you aim to produce, establish why this is. Does your site guide visitors through the conversion funnel? Are there clear and prominent calls-to-action on each page? What is it that you want your visitors to do next after arriving on a particular page; and is that clear to visitors as well? You essentially want to hold your customer’s hand through the site experience. Don’t make them think; make it obvious where to go next.
Much like SEO itself, UX is a constantly evolving and improving process. Never allow your site to become sedentary; always seek out new ways to innovate and improve. Conduct A/B tests to see if different versions produce superior results. Send out surveys to your audience to find out what they would like to see. It is imperative to generate the most outstanding user experience you can possibly muster; UX is the cornerstone of SEO success.
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