Using Customer Relationship Management (CRM) Systems to Improve Your Client Retention

When you think of the AAA, customer retention is not something that comes to your mind. The ‘auto club’, as it’s known to members, has been around since 1902, and has been one of the leading advocates for the road traveler and motorist. Currently, they boast over 51 million members in the United States and Canada. So why does a company so large worry about its customers? And how does Customer Relationship Management (CRM) fit into the picture?

AAA Western and Central New York (WCNY), is one of the larger US clubs, with over 880,000 members and 4 call centers to handle the volume. They are known, trusted, and referred over and over again. And yet, they are the first to acknowledge the work it takes to handle multiple travel and insurance branches and call centers smoothly.

AAA has invested in CDC software’s Pivotal CRM to increase staff value, reduce call times, increase member conversion rates, and facilitate smooth transactions between all departments and customers. They have understood firsthand the value a CRM program can bring to the table.

Here are some reasons why customer focused businesses can use CRM software with visible success:

Immediate access to customer data: When a client calls, some of the first things you need access to, is his or her history, perhaps financial details, the ability to track locations, and avert potential issues that could arise. One of the major benefits to using CRM software solutions is that is offers customer service representatives extensive client details at a press of a button, allowing them to assess the situation and offer feedback. It also allows the rep to input information as they speak, updating the client’s data for future reference.

Enhanced productivity: Companies that indulge in manual recording of transactions (and believe you me, there are many that do so), are losing out big time in terms of productivity and efficiency. In a customer-focused business, such as AAA, the company enhances the customer’s experience by offering personalized service, shorter call times, and quicker responses, all thanks to being served by experienced professionals, using customer-centric software.

Reduced costs: Running a big business can also run into big bucks, more so if the business is customer oriented. Call centers which operate 24 hours a day require huge manpower to keep each transaction running smoothly and efficiently. One of the many benefits to using CRM software is the better management of customer efficiencies during peak hours of demand, which can save time and money for the company. Having a good system in place can also boost rep satisfaction which in turn is reflected in better customer service.

Increased member transaction and conversion rates: Retaining current membership and acquiring new members are the two key cornerstones to any business, and CRM software solutions tend to address both these issues, by upping customer service levels. They can also catch negative feedback before it gets a chance to go viral, and make suitable corrections. A happy customer is one who will return, and refer your business to others.

CRM systems are however not just for staff and customer reps. They also are a valuable tool to management, who can read the data to prescribe improved changes and courses of action. Future trends can be predicted and long term decisions made based on the information collected. They also provide a foundation for marketing and advertising departments to make their decisions.

The benefits to a good CRM system is that they are easily integrated into your current web and marketing tools and can be adapted to suit your business’ unique needs.

For companies like AAA, as their membership grows and their departments evolve, a CRM system is crucial in leading the way to early successes, better customer relationships and brand solvency.

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