17 Sep · 5 min read
Customer relationship management (CRM for short) can often be seen as a sales-centric tool that manages the relationship between salespeople and consumers. However, CRM isn’t usually thought about in mobile marketing because, typically, no salesperson gets involved. When it comes to a mobile customer relationship management or (mCRM) strategy, having the capacity to manage the relationship with your app users is more than essential to aid in the success you’re looking for.
Let’s get into the various elements of an mCRM strategy better to understand the enormous need for such a tool.
To achieve app growth, it goes without saying that understanding and knowing your customers inside and out is one of the key to mobile marketing success.
This is why when you talk to everyone, you may as well be talking to no one. When approaching a wider audience, typically, their problems are not addressed in a personalized way. Which leads to the target audience feeling alienated and irrelevant to a business.
Your mCRM strategy should be helping you in identifying your main target market. You can do this by tracking and profiling your users as they enter, interact, ,and exit your application.
Tracking your users with every interactivity helps you understand how they wish to use your merchandise. At the end of the day, your ideal journey is not their own.
By assessing how a user gets from point A to B, you can now improve on your product and marketing. Doing this successfully leads to actionable improvements that will generate better results. This enhances customer loyalty and keeps people coming back to your app over a more extended sequence of time.
Profiling your users is also equally important. Profiling means you have a stronger outlook of who your most valued customers are. By being able to know this information, you are setting yourself up for a more successful marketing strategy. The reason for this is because now you are taking the majority of the guesswork out of the everyday tasks. You also end up paying less on ads and get to scale much quicker.
A study by Airship found that ninety-five percent of users will leave an app in the first ninety days. This typically happens if a proper messaging strategy does not exist.
Once people are in your app and are using it, they should feel valued, like they are looked after, and have a relationship with you. Communication is a two-way street, and you need to put in the effort and attention to create this bond.
One of the most critical attributes of the mCRM tool is the capability to talk directly with your users. Communication with your app users comes in a few forms, including push notifications, in-application messaging, SMS, and email.
It is safe to assume you know what all of these messaging formats are and that you have some emotion towards them; be it good or bad, they are influential in your mobile marketing strategy. You should use your own experiences to build a unique communication strategy that creates value and trust and does not turn people away from your app.
One extremely recommended feature that you should take advantage of is automation. You do not want to be messaging users individually as that is very time consuming.
Through automation it will enable you to set up workflows that will look after your users around the clock. Your first order of business should be an onboarding flow; which welcomes your users to your platform and educates them about essential functionality. This will help to educate them about how their problems can be resolved. It is important to remember that a messaging strategy that does not value the user will not be effective. Rather it will turn customers off, leading to customer churn and more money being spent on advertising.
There is an additional pro of an mCRM tool in your mobile marketing mix. You are able to dynamically retarget your users through paid advertising on major ad platforms. This feature is not available across all mCRM tools but, it is achievable via more manual means. If you are able to do everything in the same place, then you are able to save more time.
Looking after your users should be on the top of your mind. Therefore, make sure that you look after your users when they most need it.
Make sure to look at where people can get stuck in the app. You can drastically improve retention rates by communicating with your users when they can't or won't progress in your app. You can significantly enhance your app's all-around performance by simply unblocking barriers or educating users on what they need to do next.
Predicting and preventing customer issues is without a doubt something you need to focus on, which requires the proper attention.
Doing something as easy as monitoring issues such as password resets and contacting support can show that your team can respond quickly, and make your customer feels well looked after and valued. You can achieve all this right from your mCRM tool.
How mCRM can feed into the overall mobile marketing strategy is powerful.
Not only do you have the capability to report on user behaviour in real-time, but it can communicate with the overall product and marketing tracking.
It is important to note that there are only a select tracking solutions out there that can bridge with your CRM tool. Having the capability to link data together is going to be a massive part of any app's success. The game aims to have a holistic outlook of what your users are doing and how your strategy elements can be improved upon.
Everything about an mCRM strategy builds upon your already existing foundations, and leveraging that information can help you hit substantial growth.
Neglecting to undertake these tools will typically push back your success and leave you feeling uncertain about how to flourish and by what means you should do it.
It is much more beneficial to focus on your users' experience over the amount of money you could make when it comes to growing your business. If you focus on the money part too much, then you run the risk of neglecting your users and making them feel unvalued.