It’s through your conversations and your interactions that you build relationships with customers. This is why it’s worth logging each of those. Cumulatively, they give you an overview of each customer relationship.
The trick here is understanding how many of these interactions you need to log. In most cases, very little information needs to get tracked in your CRM. Generally, you need to track the following from these interactions:
- When the conversation happened, if it was a meeting or a call.
- What you discussed.
- What next steps, if any, followed from that interaction.
As an example, imagine a real estate agent who is working with a young couple looking to buy their first house. The couple has been exploring the real estate market and already looked at a few houses, but the houses they like best are too far above their budget.
Now, imagine one of those dream homes comes down in price. The real estate agent will probably call the couple to let them know about the opportunity and, if the couple is interested, could set up another viewing.
From this interaction, the real estate agent would log the call, when they made the call, and whether the couple agreed to set up another viewing of the house in question.
That’s not a lot of information, but it’s just enough to let the real estate agent know whether the customers are in a position to move closer toward a purchase.