Conclusion and next steps

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Once you've acquired a customer, you need to keep them engaged by providing excellent service and letting them know how much you value them as a customer. Marketing automation tools can simplify this process by automatically sending campaign emails, scheduling follow-up calls, or sending relevant surveys based on previous purchases. By automating your processes japan city name list in this way, you don't lose the personal touch that is so important to customer relationships.

However, SMBs often use a combination of sales and marketing solutions that are not integrated with each other. This makes it difficult for them to keep track of their customers as the company grows. These ad hoc systems often do not scale - or not easily. A fully integrated solution grows with you and gives you a 360-degree view of the entire customer lifecycle, allowing you to improve the customer experience over the long term.

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5. They retain customers and increase company growth.
There's no doubt about it: customer data changes throughout the customer lifecycle. Whether it's contact information, preferences, or product or service upgrades, you need to make sure your customer service and sales staff always have the most up-to-date data at their fingertips to provide the best possible customer service and improve customer retention.

For example, you can configure reminders in your marketing automation software to contact customers based on certain criteria—like when you have new products or services coming. Let's say you're in the financial planning business. Maybe you want to remind customers to get their annual check-up, or get more attendees for your free webinar on retirement planning that's aimed at both existing customers and new prospects. To do this, simply create a targeted email campaign for people who meet certain criteria, such as age, investment portfolio size, or the data entered into a lead capture form. Then, after the webinar, your sales professionals can easily nurture leads and/or educate existing customers about additional products and services based on their past investments and financial goals—all of which are stored in your CRM platform.

Read this article to learn more about the value of customer loyalty.