It’s common for an MSP business to incorporate customer relationship management (CRM) software into their operations. The client “life cycle” among MSPs is generally a long one. Acquisition “courtship” can be months or years, and the actual client relationship can last decades. Managing existing clients and prospects through a digital solution that can automate around specific clients saves a lot of hassle while simultaneously expanding the effectiveness of services provided.
Advantages of Strategic CRM Application
Many different advantages come from effectively utilizing CRM software. Consultation through the right SEO group may be necessary to help your MSP be sure that it’s most effectively utilizing CRM— there are a lot of hidden features that often go unutilized. When you’re “up to speed,” you should expect CRM to provide your MSP these advantages:
- Continuous expansion of clientele information
- Expedited communication and anticipation
- Optimized segmentation and retention
Continuous Expansion of Client Information
With CRM, you can build automated “batches” of outreach around either a single client or a group of them. You’ve got all kinds of options. Through using such personalization techniques to streamline automation, you’re naturally going to pick up relevant information which can be leveraged toward more effective marketing over time.
Expedited Communication and Anticipation
An MSP business using CRM will keep the channels of communication open and lubricated. If you’re just striking out every now and again when it suits you or you get a hunch, then clients may be surprised to hear from you. They may even wonder if something has gone wrong with the services you provide.
CRM avoids this by regularly juicing back-and-forth dialogue with a few timed messages of the personalized variety sent out at automated intervals. Additionally, with CRM you’re likely sending out either promotional content or updates of the “newsletter” variety in conjunction with an ideal client trajectory. If everything went as planned, perhaps you’d see clients increase what they spend with you by X amount every year. CRM will send out marketing materials in a way that reflects this expectation.
Accordingly, you’ll be able to build a more realistic idea of where new clients are going to be and what they’re going to need, based on where previous clients have gone. You are able to both communicate more effectively and anticipate clientele needs with greater accuracy through CRM.
Optimized Segmentation and Retention
As you manage clients, you’ll learn which information moves them to which categories. Statistical patterns can be derived, and you can better manage the surface area of clients whom you regularly deal with. Through anticipation and more personalized outreach via segmentation, clients feel “seen” and you expand on your relationship with them. Such factors tend to keep clients around longer.
An Effective Marketing Tool
Consultation is advisable in helping your MSP find its CRM “cruising altitude.” That said, an MSP business has a real potential opportunity here. Proper CRM application optimizes segmentation and retention of clients, expedites communication, anticipates client needs, and continuously increases the information you have about your customers.