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What Is Customer Management and How to Handle It Right
Daniel Gorbenko
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What Is Customer Management: A Definitive Guide With Expert Tips

These days selling your product or service to a client is not enough for generating steady revenues and staying afloat in the highly competitive market. Being exposed to so many offers and marketing, modern consumers no longer fall just for a high-quality product. These days, the fall for top-level customer experiences.

In the modern business landscape, taking good care of your clients pays off better than any other marketing strategy. According to stats, companies that manage customers and relationships with them well, outperform their competitors by nearly 80%. At the same time, 84% of brands focused on improving customer experiences report a significant increase in their revenue. These numbers suggest that creating positive journeys for customers should be the number 1 priority for all businesses looking to generate more sales. And that’s where efficient customer management comes in handy.

  • What is customer management?
  • What does it consist of?
  • How do you handle it in your company?

In this article, the team of LeadsForce will answer these questions and help your business thrive by managing its customers wiser.

What Is Customer Management?

In a nutshell, customer management is the process of overseeing the interactions, relationships, and communication between a company and its clients. This process is closely associated with customer relationship management (or CRM), which is a tool designed to streamline the company’s interactions with its potential and existing customers, optimize inner business processes, and organize client data in a meaningful way.

Many confuse these two terms. However, while customer management is a set of direct tactics and actions aimed at improving the customer journey, a CRM is just a supplementary tool that helps make this process seamless and more manageable.

Customer Management Process

A customer management process is basically how a company carries out its customer-facing activities. Every brand can have a unique approach to interacting with its potential and existing clients. But, in general, the customer management process consists of the following key phases:

  • Brand Awareness Generation - The first stage of the process is when companies boost brand awareness by reaching out to their leads. It is typically handled by the marketing team and involves researching your target audience and creating effective marketing and outreach campaigns.
  • Leads Acquisition - The second part of the process is the actual process of generating new leads. There are many ways to do this. You can buy lead list or create a lead magnet. Whatever strategy you choose, the ultimate goal is to get more prospects into your sales funnel.
  • Leads Conversion - The midpoint of the customer management process is the process of converting newly-acquired leads into customers. This is the stage during which your sales point of contact (check out the point of contact meaning) establishes a dialogue with a potential client and moves them down the funnel until they make a purchase.
  • Customer Retention - After a lead makes a purchase and turns into an existing customer, your team’s task is to deliver exceptional customer service to ensure that their experience with you was seamless and pleasant. This is the stage where you work to ensure retention.
  • Loyalty - Finally, this is the last but not least important stage of the customer management process. That’s where your team should focus on upselling to returning customers and turning them into your brand advocates.

How to Conduct Customer Experience Management?

Now that you know the customer management definition and the stages involved in this process, how do you create an exceptional customer journey?

Here are the key tips to keep in mind:

Start Collecting Data

In order to know how to improve customer experiences, you want to know why they receive specific experiences in the first place. Therefore, the first thing you should do is set up seamless data collection and storage procedures.

Map Out Customer Journeys

Next, create a visual representation of your customers’ typical journey. It will help you see how your customers are making decisions and how you can approach them at different stages to achieve your goals.

Create a Sales Pipeline

While a sales funnel represents your customer journey, a pipeline represents the sales process and, thus, is vital for effective customer and sales management. A clear pipeline will be a roadmap for your sales reps.

Improve User Experience

Strive for better usability of your resources. Analyze your current UX and find ways to deliver even better experiences.

Invest in a CRM Solution

If you want to ensure that customer satisfaction with your services will be high even when you scale, you need automation. That’s why investing in a solid CRM solution is never a bad idea.


Managing your communication and relationship with every customer can feel overwhelming at first. But, this is something that truly pays off these days.

Use this article as your guide to smart customer management and create outstanding journeys that will make your clients want to stay with you!

Daniel Gorbenko - Product Marketing Manager
Daniel Gorbenko
Product Marketing Manager
Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products.

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