In order to fill your CRM with useful information, you need to get creative and dedicated to the collection of customer data. And to make the most of your CRM, you need to be proactive in applying that information to customer experience improvement. The entire purpose of a CRM tool is to manage your relationship with your customers. So it’s only natural you’ll want to utilize the detailed customer information with any automated marketing tactics.
One of the most popular automated marketing tactics of today is through the live chat trend. Having chatbots tend your website is a great way for a small marketing or customer service team to spread out their efforts and reach a wider array of visiting leads and customers. And the best way to make your chatbot more personable, and seemingly intuitive, is to make use of the customer information found in your CRM. Here are the top five ways to use your CRM to improve your chatbot services.
1) Identify a Return Customer or Lead
Your CRM is aware of every customer and lead within an account or anyone who has made an official impression. It can remember people by their logins, but it can also remember if an IP address, Chrome profile or mobile device is connecting for the second time. You can design a personable chatbot to use CRM data to say “Welcome back!” when a lead or customer returns.
Even more to the point, you can use your CRM to customize exactly what return greeting the chatbot offers. For customers, you might offer a warmer and more personable greeting. While you can offer returning leads a greeting based on their personal path through the conversion funnel.
2) Greet Account-Holders by Name
For anyone who has made an account with your website, the chatbot should be able t greet them by name. Their account and the information already stored on this customer in your CRM can inform chatbots on the best way to make them feel welcome. Greeting customers and leads by name is a great way to remind them that you’re ready to offer not just friendly but also personalized service.
You can also use this method to indicate that a human will be available at any time by referring to their assigned support associate by their first name as well. Your CRM might even be able to determine if a returning lead would rather be called by their first name or “mr/ms/mrs” and their last name.
3) Remember Preferences in Chatbot Conversations
As you develop more advanced chatbot features, you can even use your CRM data to provide detailed and considerate automated services. One way is to allow chatbots to remember the specific preferences and histories of your account-using customers. These preferences can be anything, depending on the kind of business you are. It might be remembering bank accounts, credit cards, and default shipping addresses. It might be remembering their favorite color, or the size of product they traditionally buy. When a chatbot remembers, it creates a continuous customer relationship.
4) Personal Shopper Service from History
Speaking of remembering sizes and favorite colors, you don’t always need live chat agents to offer personal shopping services. Modern AIs backed by a well-supplied CRMs areï¿½great at predicting what your customers and leads will like and want to buy next. A combination of trend analysis and the browsing/shopping history can help a chatbot figure out which items in your inventory that your visitors would like. With a CRM, your chatbot can help visitors find exactly what they’re looking for and possibly even up-sell or cross-sell with good intuitive suggestions.
5) Provide Useful Account Information through Chat
Finally, a chatbot can serve as a personal assistant for account matters when backed by the CRM. Customers interacting with your chatbot can ask about their account balance, expected shipping dates, product availability, and a lot more. All you have to do is fuel the chatbot with a database of answers served by the CRM and other aspects of the website.
Your CRM can do a lot, probably more than you’re using it for. Automated marketing is a huge part of effectively using your marketing tools, and a CRM is a great way to personalize every step of your marketing approach.
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