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To stay ahead of the competition, FMCG companies need to find ways to improve their existing B2B customer relationships. Acquiring a new customer is five times as expensive as retaining an existing customer so customer retention is vital for your bottom line. One of the easiest ways to keep your customers happy and loyal is by using mobile CRM solutions - specifically designed to push your business towards a more customer-centric and human approach.

How can a mobile CRM tool make your business more customer-centric?

It will accommodate your B2B buyer

Your B2B buyers - retailers, hospitality / HoReCa businesses, forecourt stores and many others - have high demands and expectations and will only buy from brands and wholesalers that value them as a customer. They demand loyalty from their suppliers, won’t tolerate mistakes and want to stand out from the crowd.

Mobile CRM solutions are the perfect tool to accommodate their specific needs. Everything you need to know about each customer is held in one place, easily accessible and in real-time. You can accumulate knowledge about their interests and desires, what they previously bought, what they like and dislike and use algorithms to ascertain what they're likely to buy next.

Mobility is a must-have

Mobile technology allows sales reps to access every last bit of data about everyone involved in the sales pipeline. They can quickly retrieve tasks, notes and upcoming to-dos on their calendar, remaining customer-centric, and focused on building strong relationships.

With this real-time access to customer data, trade promotions, contracts and terms and conditions, they can respond to any customer questions on-the-go. Gone are the days of ‘I’ll call you back’. The new B2B buyer won’t wait for the call-back – they will already be finding a new supplier.

Bear in mind that brands may only get it wrong once, but 25% of customers will switch to the next best choice in the blink of an eye.

Hang on to existing customers via personalization

"People may forget what you said - but they'll never forget how you made them feel." - Carl Buehner

Recent research shows that increasing customer retention rates by 5% increases profits by 25% to 95%. Keeping your customers happy must be your number one priority – it’s valuable.

To create an atmosphere of satisfied and loyal customers, you need to constantly be in touch.

Your CRM solution acts as a vast database of customer information. It allows you to segment your customers by different variables and reach out to individual customers with a unique message – not ‘one size fits all’.

Provide sales reps with valuable insights into the performance and needs of each customer– including top-selling products, relevant cross-sell and upsell offers, and sales performance trends – and retain existing customers by showing them only relevant updates, offers, trade promotions and more.

Segment your database based on the last interaction, and proactively call the less active customers to hear any concerns and feedback - and you will go a long way to reducing churn.

By being in constant touch you will be aware of problems in real-time, solve them quickly and prevent any issues from escalating and losing a customer.

With mobile CRM solutions, you can face the customer-centric future with confidence.



About The Author

Stacey Woods
Stacey Woods
Stacey Woods is the Senior Business Development Manager at Pepperi. She has extensive experience in B2B sales and understands the many benefits that can be gained by automating and syncing the different sales channels in a company.