These days, most of companies already have a great customer care strategy, CRM automated systems and a great social media presence, Customer Care is a must if you are starting a business, and after that, you should be focusing on caring.

The New Black.

During this stranger years, most of business are changing their business models, moving from traditional selling, to recurrent services models, eg. Amazon Prime, Instacart, Office 365, and many others brilliant companies and services out there.

If you are one of those companies, you probably are following two approaches to Attract and Retain customer trust, obviously there are much more concepts around your business strategy, we are only focusing on this last one.

Retention by CARING.

CARING stands for demonstrate real interest and kindness to your customers, through unique culture, journeys and points of contact.

It's completely up to you how you are gonna be talking with your clients, every email, post on social media, blog entry, should transmit a clear vision of how you product will make your customer life better, and how you are driving the culture of help them in the best way you know (that's a huge challenge by itself).

Now I'll go through some points you may want to know in order to maintain your information, discover new insights, and generate trust. Also what you could do to improve those customer journeys and points of contact.

Clean Up Your Customer Data Base

No matter where and when you are starting, either you are an enterprise or a startup, you should keep your Clients DB clean and sharp. Try to keep only contact information and some very critical business data.

This is because if you are starting your business, you will be moving from one platform to other before you found the one you feel more comfortable with, in the other hand, if you are a big company you will have to deal with integrations between all your applications and platforms, so its an intelligent idea keep your data segmented in small tables/entities.

• Contact information
  • name
  • email
  • address
  • relationship type (how this person interact with your business)
• Marketing
  • channel (social, landing, reference)
• Personal
  • birthday
  • anniversary
• business information
  • sales region, campus, background history (just to list some scenarios)

If you are starting, I'll recommend HubSpot, its free, it will provide the basic features you will need, and it will be easy to move to another platform while you are growing

If you are on budget to afford as many licenses as you need, totally go with Dynamics 365, the power platform is something you should leverage.

Get Your CRM Sales Module Ready

At this point, you probably are saying, but I need my products, purchases, invoices, orders, receipts, and many others transactional data related to my business operation, well get into your sales module.

Salesforce and Dynamics 365 for Sales are leading the game, providing services to manage your sales operation. both services are different but they share common features to support your entire sales process, from lead/opportunity management, quotes, orders and invoicing, to providing automation through workflows and events. Also, you will need get your product catalog and price list configured.

Once you started using your sales module, you will have a good view of your customer, you will be able to see what products they are interested in, recommend them related products or up selling and configure some discounts rules. in general, offer them a better service

Expanding The Thinking

Having your customer db and sales module is awesome indeed, but i think its still an "out ot the box" thing for your business. its the minimum you should count with, now lets talk about extending your customer views, applying some innovation patterns.

Offering-Activity-Culture Map

With this small practice you will explore innovation opportunities by shifting focus on offerings, activities and culture, so pick up your team and go beyond just studying your product.

You will use three ways to look at innovation opportunities, the "Offerings" (your products and services with their features), the "Activities" what people do with those offerings, and the "cultural Context" in which people use those offerings.

*Clothing Sample

once you have your map, corroborate those results with your customers base.

Call for action

By the time you finish studying your customer's culture and activities, you will have a DataBase with enough information in your sales module to extend with the results of your innovation sessions. Create a table/entity to storage your findings. Then, create a relation with your product list which at the same time will be related with your transactional information (opportunities, quotes, orders, invoices).

Once you have your information linked, it is time to segment and execute. Dynamics 365 for marketing is a great tool to do it, providing the tools to segment, plan and execute campaigns with multiple channels. Also you can find patterns between customers not only based on their purchases, but also based on their cultural tendencies.

This is juts an small scenario where you can explore more about your customers, driving your culture and services along with your customer's experiences and interests.

I’d be very grateful if you’d help it spread by emailing it to a friend, or sharing it on Twitter, Facebook or LinkedIn.

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Thank you!