Many companies have a great Customer Relationship Managements (CRM) strategy. They may be really committed to providing the best care for their customers and to providing the best services possible. However, the secret to implementing a great CRM strategy that really works is to ensure that all aspects of your business are congruent with your CRM strategy. If you have a great CRM strategy, for example, but your team members aren’t trained to provide the best customer service, you CRM strategy isn’t very effective.
One place where companies often struggle with their CRM compatibility is with their advertising copy. You may have a great business idea and you may want to provide the best service possible, but if your copy is unattractive, impersonal, and too businesslike, you will not be providing the sort of service you want.
Lots of companies overlook copy, dismissing it as just “words.” However, words are ultimately what makes sales. Words on your web site are ultimately what determine your search engine rankings, they are what determine how your customers will see your business, and they will determine whether customers want to do business with you. While your web site may be very well designed, and while your staff members may be very pleasant, online, especially, words are what determine your company success.
One common problem that occurs in businesses is that companies use a formal business jargon on their web sites. Rather than appealing to their customers with friendly, personal, and interesting words, they use sentences such as “we are deeply committed to providing exemplary service and improving customer experiences with our service packages.” While there’s nothing wrong with the sentence per se, it does come across as rather dry. Customers do not want to read about you — they want to read about what is important to them.
One of the best ways of ensuring that your copy provides the best service to your customers and helps you build a positive relationship with your customers is to follow these tips:
1. Make sure that all your copy is about the customer, not about your company. Sure, you want to tell your customer all about your company and all the wonderful services you offer. However, it is far more effective for you to pinpoint a customer’s problems and difficulties and then to suggest solutions that involve your company. For example, rather than having ad copy that explains that you offer credit counseling services, write an article about the difficulties of dealing with credit and then suggest ways that your credit counseling service can really help.
2. Make your copy personal. Use words such as “we” and “you.” Use the active voice rather than the passive voice. Pretend that the customer sitting across from you, and write the way you would speak to that customer. You don’t have to be unprofessional and you don’t have to use slang, but make sure that your tone is warm and friendly. How would you want to be spoken to and what sort of words would you want used if you were the customer?
3. Make your copy short. You don’t need to spin an entire tale to sell your product or service. Simply outline the benefits, and tell the customer what he or she needs to know. Do some market research to find out what questions customers have about your business or company, and be sure to address these in your copy.
4. Get everyone involved in creating copy. Take input from all your team members. Some of your team members may have important insights into what should be included in your online copy as well as your print materials. For example, your financial departments may realize that a lot of clients have questions about billing procedures. One way you can ensure that everyone gets their say on your copy is to use to Relenta CRM, which allows all your departments to interact seamlessly.
