When we are training companies on using the CRM and best practice, we always emphasise what we consider to be almost the most important action to be taken when using a CRM, to build a timeline beside each contact.
When you click on a contact or customer name to call them or to send an email, you should immediately see the most recent log entry that was made. This prompt reminds you at a glance of the last interaction you (or your company) had with them. So then when you have completed your call or sent your next email all you have to do is type a new note to record the details of this interaction.
By always recording the details of your conversations / recording the events and outcomes of a meeting / or recording other helpful tips to remind your of what transpired last time you were talking with them, will enable you to build on your relationship or interaction with your customers or potential customers. This of course, will give your customers a feeling of being connected and valued and as customers usually prefer to deal with someone they know, like and trust and this all helps with the process.
As a salesperson visiting with a customer it is always helpful to know if a service call has been booked with the customer. If someone else from your business has been scheduled to visit the customer an automatic log entry will have been added. This will keep you all on the same page and it is reassuring to your customer to know you are all informed and all working for them and have their best interests in mind.
Because the timeline is so important it needs to be really simple to add a log entry. It should be available in multiple places in the CRM. The details such as who is adding the log, the contact name and the date and time can all be recorded automatically so all you really need to do is just type the detail (or note).
If you are wanting to grow and expand your business by developing relationships with your customers and potential customers, this easy to use, yet very simple tool is so very powerful and will help you to get the very best possible results.