In order to grow as a logistics company, you need to keep your customers happy. Otherwise, you risk losing critical business, especially with how competitive the industry can be. While timely deliveries and attractive rates are definitely important to clients, they also value how well you interact with them.
This is where a Customer Relationship Management (CRM) system can provide worthwhile help.
CRMs offer many benefits to companies that allow for better organization and use of customer information in one convenient package. The technology itself won’t get you the ROI you’re looking for, however. In fact, most logistics companies do a poor job utilizing their CRM.
Common Mistakes Companies Make with CRMs
Could any of these apply to you? Just one of these frequent missteps may be holding you back from using your CRM to its fullest potential.
You’re not prioritizing the right people
Your information is outdated or inaccurate
Your simple tasks are still manual
Your team is not on the same page
Target the Right Audience
If you’re purchasing large lists full of poor quality contacts with outdated information, and then uploading all of this data into your CRM, you’re definitely not getting the most bang for your buck. It’s important that your company is prioritizing the right people by first identifying your target audience. This step is crucial for getting the most out of your CRM because the best management system can’t make up for a lead who has no use for what you sell.
Make Sure to Consistently Update Customer Data
Once you establish your target audience, you need to make sure your data is up to date. Your CRM won’t be as effective as it could be if your customer information is not current or accurate. This requires ensuring that your team is on top of any changes that may occur with a client such as the method they prefer you to use to contact them or any inconsistencies with their name or company’s address.
Automate Your Processes
Even if you update your data, you could be saving a lot of time by automating most of your basic administrative processes. The automation capabilities most CRMs have readily available for you can help your business avoid having to devote valuable company resources to more simple tasks, like sending follow-up emails or scheduling calls. Data entry no longer has to be so time-consuming with this ability to automate your most repetitive functions.
Focus on Proper Training and Internal Collaboration
It’s important that your entire team is on the same page because a lack of proper training and internal collaboration will leave you stuck with an expensive system that no one knows how to use. Logistics companies also need to make sure their employees understand the training they receive on effective CRM usage — it won’t hurt to revisit this training every now and then either. You can stretch the value of your CRM by sharing its benefits across every department of your company (rather than just sales) as well.
Following these tips will ultimately help you develop the best strategy for getting the most out of your CRM in the long run so your customer relationships remain profitable. Being disciplined and consistent with how your company uses a CRM is not easy, but something all successful companies do.