In the jewelry industry, customer service is everything.
New technologies have led to new developments in how companies serve their customers, and one of the most influential of these is a customer relationship management (CRM) system.
CRM refers to the resources and tactics companies use to monitor and maintain the quality of their interactions with customers. Effective CRM helps companies find new customers, retain existing customers, and increase revenue — this extends to all interactions customers have with a company.
CRM applies to communications over all of the following methods:
Jewelry store owners know how important it is to listen to their customers and understand what they’re looking for to help them find the right item to suit their needs. They also know how important it is to nurture customer relationships with continued communication. Luckily, jewelry store CRM tools like targeted marketing give you the resources you need to employ these tactics.
In this blog, we’ll explain how CRM works, the tools you need to implement it, and why you should be utilizing CRM tools at your jewelry store.
CRM software programs contain a suite of tools designed to help you help your customers. There are a wide variety of CRM providers on the market, and while some are packaged as standalone systems, some are packaged with larger digital business programs. Point of sale (POS) systems often contain CRM tools — giving you all the features you need to run your business from one spot.
As the owner of a jewelry store, building a network of loyal customers is essential to the health of your business. CRM tools allow you to collect data about your customers, leading to insights that help you cater to your customers’ preferences. CRM tools can also help you send promotional material out to customers, and determine what material is most effective in generating sales.
As you engage in CRM practices and learn to use these tools effectively, you’ll get to know your customers better so you can serve them better.
Here’s everything you can do with your jewelry store CRM system.
CRM systems track customer purchase histories, as well as customer service history, allowing you to keep a profile of a customer’s experiences with your business. This can be helpful if a customer is looking for a specific product — like a certain bracelet they’ve purchased before — or is having a recurring issue they need help with.
Having this information helps you give recommendations to the customer and resolve issues more quickly, so the customer feels known and valued. When customers have good customer service experiences with you and your employees, they develop greater brand loyalty.
Keeping a record of a customer’s history also helps you create customized content for individual customers. If a customer tends to buy a certain jewel, like diamonds, or prefers a certain type of item, like necklaces, you can send them personalized marketing emails or text messages with items they’re likely to be interested in. Research shows that companies that send out personalized customer communications can increase sales by up to 10%.
Related Read: How To Market a Jewelry Store: 7 Tips & Tools
CRM tools help you improve customer retention. In addition to improving loyalty through improved customer service and personalized communications, you can also use these tools to request customer feedback. Send customers text messages or emails asking them to leave a review after they’ve made a purchase, or include a place on your website to leave a review.
Reading customer reviews helps you understand which aspects of your business are succeeding and what you can improve on. Positive reviews that are posted publicly help you improve your reputation and build trust.
Remember: When you receive a negative review, you can reach out to the person who left it to resolve the situation, if possible. By listening to your customers, you can keep them coming back to your jewelry store.
You can also improve retention with loyalty programs, which can be implemented with CRM tools. When customers can earn rewards with frequent purchases, they’re likely to choose your jewelry store over a competitor.
If your jewelry store has multiple locations, CRM tools make it easier to run your entire business. These tools track information and results across multiple locations. If a customer makes purchases in multiple stores or on your website, this information is available in the system.
The ability to seamlessly manage multiple locations makes your business more scalable and encourages growth.
CRM tools allow you to automate tasks and processes you’d otherwise be doing by hand, which saves you time and money.
Your CRM system can help you automate the following tasks:
While some duties you perform as a business owner require a human touch, there are many organizational tasks that can be managed by your CRM system. For example, calculating and analyzing hard data with a CRM reduces errors and can save you hours of work.
Related Read: 7 Top Benefits of Social Media for Jewelry Stores
One of the most important functions of a CRM system is to track your business’ data. Every business generates data, but a CRM system automatically records data and includes tools so you can customize how it’s presented. This allows you to find insight in this data, which informs the decisions you make for your business.
CRM data helps you identify trends in your customer’s purchases — and the market as a whole — so your business can effectively compete.
Related Read: 8 Jewelry E-Commerce Trends To Keep an Eye on in 2025
When it comes to customer data, security and privacy should be a top priority. To keep your data secure, be sure to choose a trusted CRM provider with a good reputation for data security. Look at reviews as you research your options to make sure customers aren’t complaining about data breach issues.
Many CRM systems offer robust security features. One of the most important of these is customizable access permissions. As the system’s administrator, you can control who has access to what data. While an owner would have access to all company data, your employees can be given access to only the data that applies to their job. Be sure to use strong passwords when you set up a CRM system, too.
Even with capable security systems, it’s important to follow best practices for data security in the use of a CRM system, and to train your employees to follow these practices. Do research to make sure you understand laws and regulations regarding customer data to ensure you’re complying with these standards. After enough time has passed, dispose of outdated data to keep your data accurate and timely.
Related Read: Jewelry Store Security: 7 Ways To Keep Your Store Safe
Customer relationship management systems offer a suite of features that help you increase customer loyalty, boost sales, and automate time-consuming tasks. With features like customer purchase tracking, targeted marketing, data analysis, and secure data storage, your customers will receive a personalized experience.
You can access these features as part of a POS system designed specifically for jewelry stores: Jewel360. As an all-in-one POS solution, Jewel360 has all the features you need to run your business, including the CRM features discussed here — plus, it includes tools for inventory management, payment processing, e-commerce, and much more.
To see what Jewel360 can do for your jewelry store, schedule a demo today!