Why an Integrated CRM is Essential for Wireless Retail

As a wireless retailer, you want to find ways to provide seamless experiences to your customers both online and offline. Omnichannel strategies are key to your success as a business, but they only work if you can serve your customers effectively and efficiently. A strong omnichannel strategy relies on creative ideas, but you also need the products and management systems to orchestrate your campaigns seamlessly.

For most wireless retailers, this means using customer relationship management (CRM) platforms that help optimize a company’s interactions with previous, current, and potential customers. An integrated CRM (that is, a CRM that works in tandem with your other management systems) gives you a complete view of your customer that enables you to personalize interactions at every touchpoint — leading to increased client loyalty and a more satisfying customer journey.

CRM platforms are essential to your success as a wireless retailer. But how exactly will you benefit from a next gen CRM solution?

Store all customer information in a central location


Integrated CRM platforms enable wireless retailers to store information on current and prospective customer profiles, account leads, purchasing history, and logs of all customer interactions in one centralized location. This means customer service representatives, marketing teams, sales personnel, and everyone else involved in the customer journey can have full access to vital customer details. Forget tedious spreadsheets — with proper CRM functionality, you can easily access all the information you need in one place.

As your business grows, this means you can easily log customer data from multiple devices — from in-store touchscreens or tablets, desktops, or through mobile. Whether you’re in a call center doing routine outreach or in the field following new business leads, you can make sure all client information is stored in the same database.

Gain a holistic view of customer satisfaction

Your omnichannel strategies rely on knowing customer data across different channels — email, phone calls, in-store interactions, social media, and so on. Social media platforms such as Facebook, Instagram, Twitter, etc., are touchpoints in the customer journey with a tremendous impact on brand recognition and brand value. The qualitative and quantitative data captured through these channels is essential to understanding the voice of the customer and gaining relevant insights about customer sentiment. An integrated CRM will log not only in-person purchases but data from all touchpoints across online channels.

Personalize all outreach and sales efforts


In the past, CRMs were focused on deal forecasting and lead tracking. While these functions are important, an integrated CRM today does more than just offer a sale: it personalizes sales to specific customers based on their history with a retailer.

Retailers need to be able to integrate data coming from various channels and use that information to act in innovative ways in real-time. For instance, if a potential customer signs up to learn more information about an upcoming phone model, your CRM should log this interest. When the model in question becomes available, your team will be prepared to send follow-up notifications (via phone calls or email, for example) to the consumer, letting them know that they can order the model online or visit an in-store location.

Having a CRM that integrates with third-party partners can help you to develop these sophisticated outreach strategies. For instance, iQmetrix’s CRM system is part of a larger cell phone store POS suite, RQ, which combines CRM functionality with inventory, accounting, and marketing tools within one interface. RQ integrates with third-party offerings such as Chatterspot, an application that helps to automate customer retention via SMS and email notifications, letting customers know when they are eligible for upgrades or need to renew their services. Your CRM should easily integrate with these third-party solutions to help drive sales and improve customer relations.

Make offers you can deliver on

An integrated CRM will give you a complete view of your customers’ purchase history — meaning you can develop targeted marketing efforts geared towards their preferences and purchasing habits. But an innovative CRM will also make sure that the products and upgrades you’re offering to your customers are based on real-time updates of your inventory.

Say, for instance, your client has previously expressed interest in wireless headsets. Your CRM will let you know the exact number and models of headsets available and their compatibility with your clients’ existing products. Making sure your CRM is integrated with inventory data is key to closing sales. Ideally, you will also be able to create real-time audit trails of your products so that you can provide accurate updates on delivery dates at any time.

Stand out from the competition

A CRM that can provide an end-to-end view of your customer’s path will set you apart from your competitors. Having access to real-time data allows you to build lasting relationships with your clients and ensure customer loyalty, ultimately helping your business thrive.

Learn more about how iQmetrix’s RQ can help wireless retailers drive sales and build meaningful customer relationships.

Photos: Shutterstock / Adam Gregor; Shutterstock / Simon Kadula
Shutterstock / Hadrian