Episode 87: Creating Customers for Life with the Help of a CRM, with Avon Collis

 
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In this episode of the Business Habitat, Sam talks with Relevate Consulting’s Avon Collis about the value of retaining customer information through the use of a solid Client Relationship Management (CRM) System. 

As a CRM and Marketing Automation Specialist, Avon is focussed on helping organisations build stronger relationships with their clients, by making it easier to improve the customer experience. Whether it’s knowing what type of coffee they drink, or remembering their children’s names, or understanding their business goals, the ability to retain information about a client is invaluable. The benefit of having that data available at each touchpoint cannot be underestimated in terms of gaining trust and creating rapport in customer interactions.  

In this podcast Sam and Avon delve into the variety of ways a CRM can add value to a business. As Avon explains, clients are looking for a seamless experience. Whilst it might take time and discipline to build the habit of entering data into a CRM, it will be paid back exponentially when a primary contact leaves the business or the time comes to sell.  

If you’re looking for ways to streamline your customer service experience, or you’re a business owner with too much information in your head, this podcast is essential listening. 

Listen to an excerpt

What we cover in this episode 

  • The importance of Client/Customer Relationship Management (CRM) tools 

  • How to create a customer for life 

  • The value of client retention 

  • The four keys qualification steps to capture in a CRM 

  • Saving time in the long term with strong CRM habits 

  • Reducing expert dependency and closing the knowledge gap 

  • Improving business valuations by capturing intellectual property

Quotes 

“You can’t have those 1 to 1 engagements all of the time. You can’t sit there for an hour with a client  and then transplant your brain into somebody else. You’ve got to have something in the middle to allow people to share that“  - Avon

“If you think about the customer today, they expect the seamless handover between pre-sales to post-sales. They expect that they’re not going to provide you with a piece of information more than once“ - Avon

“It would be interesting to have a look at how much time you save by spending 10 minutes after a meeting, or even 5 minutes, capturing everything in a CRM system. I’m going to predict it’s 10X, at least, later on when the relationship is building.” - Sam 

“The stats are that for every dollar spent on CRM, you get a $8.35 return for those dollars spent“ - Avon

“Every interaction is valuable, and understanding who’s not good for your business is just as important as understanding who is good for your business “ - Avon

Links

  • Relevate - Avon’s CRM Consultancy & IT Managed Services

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Episode 88: Avoiding the Emotional and Financial Pitfalls of Ineffective Networking and Technology

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Episode 86: The Mindset Shift Towards Value Pricing, with Filip Fucic