8 Customer Relationship Management Strategies Used by Top Managers

Editorial Team

Customer relationship management involves managing interactions with past as well as current and potential customers. An excellent relationship with customers is vital to the success of any business. Good customer relationship depends on good customer experience. It’s crucial to build a good and powerful relationship with customers.

Good relationships with customers result in rapid business growth, an increase in the number of customers, and a good reputation for the business. But how do you ensure effective customer relationship management? This article explores the top eight customer relationship techniques used by top managers to manage and enhance interactions with their customers.

1.   Develop an Omni Channel Presence

An omnichannel is a cross channel content strategy that organizations implement to enhance their user experience and drive excellent connection with their audience across all touchpoints. The increased use of technology has raised the number of communication channels. Businesses can now incorporate multiple channels in their system to communicate with their customers. The communication media may either be online or offline. Having a wide variety of communication channels makes it easy for a business to serve and interact with its customers. The use of omnichannel makes it easier to integrate messages instantly. The extensive number of communication media enables customers to switch multiple channels and continue getting consistent services.

Customers always wish to have a variety of options to communicate with the business. Having software or a website to provide context during a phone call helps to offer a personalized customer experience for marketing, support, and sales teams. For example, mortgage bankers, brokers, and other types of lenders can try mortgage loan origination software. It helps lenders save time and money by streamlining the mortgage origination process, reducing errors and improving customer service. This type of software typically includes a LOS and a CRM system. The LOS is used to manage the loan application process, while the CRM system is used to manage customer relationships. Investing in this software significantly improves the communication between lenders and borrowers.

Personalized customer experience improves the loyalty of customers, and the multiple channels favor all customers. Hence, they can always purchase whatever they need freely which will increase their loyalty.

Additionally, it’s essential to evaluate your customers and put more effort into the most preferred channel. After that, you should develop a technique to support and engage them at all the touchpoints. Ensure there is personnel who handle the communication channels and answer all the customer’s questions and inquiries. Instant replies help to build trust, and customers are connected to the business as it is reliable. Thus, developing an omnichannel presence is a great customer relationship management strategy that top managers use to connect with their audience and enhance the customer experience.

2.   Automate Customer Support

Customers love immediate responses. Hence, delayed response annoys most of them and makes them run to your competitors who offer a faster reply. So, top managers automate their customer support systems to offer an immediate response. An automated response can have a unique reference number, link to your FAQs or knowledge base, and customer support opening times. Automating customer support with the best chatbots results in faster response, improved engagements, and customer interest. Learning more about the role of chatbots and the importance of customer support automation will help you increase customer satisfaction. Automation not only helps you save time but also makes sure that every customer query gets answered quickly.

Chatbots are essential as they help businesses offer customers exact answers hence lowering the number of support tickets raised by clients. A company that uses the chatbot should feed it with general FAQs and program it with efficient answers to serve customers effectively in the future. Chatbots allow a business to engage its customers all the time, even when the support team is unavailable. It lowers the number of requests and improves customer satisfaction. Lastly, you can integrate the chatbot with different chat applications such as Skype and Facebook.

Top managers use automated customer support to reduce labor costs. This means they don’t have to hire personnel to answer the customers’ questions. Customer support is always available, and customers get faster replies at any time. It is still reliable as it’s programmed to forward calls to management if the problem cannot get solved. The automated customer support is efficient as it gives immediate replies, and reduces friction caused by long wait times when customers are dealing with a live agent.

3.   Consistent Customer Engagement

A business that doesn’t engage its customers always fails. To avoid failure, top managers engage their customers and find out their views. Customers enjoy being involved as they feel happy and appreciated. You can entertain your customers by asking about their opinions on the products offered and what they think should be included to satisfy them. Top managers always send their customers a thank you email. This excites customers as they feel appreciated and they positively impact the business.

Top managers notify their customers through email or other communication platforms about new products they offer. They also recommend products based on the purchase history of their customers. Moreover, they request customers to refer their products to other people and offer them a token in return. Top managers also have programs for customer loyalty where they engage their customers after they have made purchases.

Top managers use social media platforms to reach new customers and develop meaningful relationships with their audience. However, to fully connect with their audience and hit all the needed touchpoints, they ensure consistent content creation. Publishing content regularly and asking for feedback helps them to learn from their customers and improve their weak areas.

Engaged customers feel appreciated and valued. Customers always want to choose to interact with the business willingly. A company with a powerful brand voice and good content attracts the right customers who are interested in its product and services. The more engaging the content, the more interactions it generates between the business and customers. Top managers engage their customers consistently to build credibility, brand trust, and reputation.

4.   Increase Customer Satisfaction

A customer who enjoyed the services a business offer will come back to shop for more and refer their family and friends. Top managers keep their customers’ expectations and go the extra mile to fulfill other expectations. Satisfied customers are always happy and become loyal to a business. Top managers consider customer’s experiences and feedback in order to offer products and services that satisfy customer needs. Putting into consideration customers’ remarks makes them understand their clientele better.

They focus on understanding their customer and always strive to satisfy them. A great customer experience promotes satisfaction. Moreover, they strive to decrease customer problems and increase customer services’ overall quality. This improves customer lifetime value, which guarantees continuous customer satisfaction and customer retention. Moreover, customer satisfaction reduces negative reviews which may result in the loss of customers. This can only be eliminated by measuring customer satisfaction continuously and tracking changes to know if customers are delighted. Customer satisfaction is a point of differentiation in a competitive marketplace where businesses compete for customers and accelerates revenue.

5.   Using Social Media

Social media is increasingly becoming useful in managing customer relationships. Top managers rely on social media platforms to get both positive and negative feedback from customers.  The great thing about social media is that it supports interactivity so that businesses and customers can interact and exchange ideas. Successful managers act on customer feedback and assure them of excellent services. Facebook, Twitter, Instagram, and LinkedIn are the most common platforms that businesses use to connect with customers. Social media promote interactions that maintain and improve customer relationships.

As a manager, you can use social media to let your customers know that you value them. These platforms can help you offer solutions and make a consensus. Try and respond on time to posts and social reviews to build customer trust; online reviews are critical for businesses. The quantity and quality of online reviews can raise your SEO ranking hence drive more traffic to your site, which will improve your business. Personalize your conversation while communicating with customers directly. Offer tokens to customers during contests and campaigns to set excellent customer relationships.

Social media networks make it easy for customers to share their reviews about your business. Thus, they present great opportunities for top managers to build long lasting relationships with their customers. Such relationships promote customer satisfaction and help them to build trust with your business.

6.   Build a Strong Brand Image

The brand image of a company is the perception that a customer may have when they think of it. Top managers establish strong brands to sell their businesses and make them recognized as the best in the industry. As a manager, having a strong brand strengthens the level of trust in your business and helps you to gain new clients and retain them. Excellent branding increases customer loyalty, creates a relatable identity, and improves your reputation. Top managers understand that the best way to advance their businesses is by offering excellent services and good quality products. In doing so, they improve their brands and customers recognize their businesses as the best.

Top managers put a lot of effort to develop their brand image by offering reliable services and products. This helps them maintain the trust of their customers. Branding has a significant impact on what the customers think of the products. Top managers, therefore, aim to create a strong brand and maintain it over time. This builds confidence among customers and helps a business to gain a competitive edge.

7.   Target Customer with Buyer Personas

Top managers establish a buyer persona that shows their target customers and includes all the relevant details. They include data such as behavioral and demographic characteristics, interests, aspirations, and challenges. They create it by interviewing their customers and sales teams, viewing customer profiles, and sending customer surveys. A transparent buyer profile is vital for becoming a customer-centric business. Top managers use the buyer profile as a tool for ensuring their team concentrates on the expectations and needs of their customers. They ensure a clear strategy of their target market so that they don’t waste their marketing and sales on an unsuitable audience. This helps them to target their marketing efforts to the group that is interested in their business. Concentrating on the target audience saves the top manager’s business money; the capital and marketing budget can’t go further because they only invest in places with their target consumers.

Top managers ensure they have a clear market target. This makes it easier to establish a genuine relationship with one or two target groups. Top managers partner with their customers and make products or services that meet their needs. This enables them to create a group of people familiar with their brands. The customers therefore feel that the business cares a lot about them hence increased sales for the business.

8. Define Customer Journey

To ensure customer relationship success, top managers are always aware of each step of the customer journey. After that, they provide an excellent experience at each of those touchpoints. Top managers start from the beginning and identify the interaction with each customer from the moment they found out about their business. It may be through email marketing, direct contact with team members, digital ad campaigns, or other means. Top managers check and mark the areas which need improvements and identify the person responsible.

Top managers’ customer journey map contains; customer stages, which have at least four steps in a customer journey: inquiry, comparison, purchase, and installation. Buyer personas, which is a composite representation of a market segment. Customer touchpoints include the techniques that a customer is likely to use at each stage in the journey; and Emotions, which is one of the customer’s primary goals, journey map to predict customer’s feelings and emotions.

During the mapping process of each stage, top managers evaluate the team that is interacting with the customer at that moment, the methods of improving the interactions and making them beneficial, and the challenges customers face as well as how to solve them. A customer journey map is essential for any business as it helps in understanding the path and channels customers took to get their products. It is also a valuable tool that top managers use to predict future customer trends.


These customer relationship management strategies can help managers to take their businesses to the next level. No business can thrive and become successful without fostering good customer relationships. Thus, establishing a good and lasting customer relationship is significant for every business. It helps to identify important leads and opportunities for improving the company, offer a fantastic customer experience, and help your brand stand out. These aspects give customers enough reasons to stick to your business. Establishing excellent customer relationships from the beginning is the foundation of building and running a successful business. Thus, every manager should strive to create a great relationship with customers.