When Customer Relationship Management is done right, you will be able to provide better customer service. You are also able to simplify marketing and sales process as well as improve customer satisfaction. Marketing efforts are directed specifically to individuals thereby reducing costs.
What is Customer Relationship Management?
CRM increases customer revenue while also building strong customer loyalty. Each company’s specific market position, competitive threats, capabilities and personnel are different from even its closest competitors therefore it stands to reason, then, that every company needs its own customer management strategy.
Developing a CRM strategy
Changes in the process, people and technology should be evaluated so that business impact is quantified. They can be prioritized, supported by a solid business case so as to bring tangible return on investment. By first thinking big, as well as starting small you deliver results quickly. Align to corporate strategies, ensuring that CRM initiatives are in complete alignment with the company’s overall business.
Measure the effectiveness of your initiatives and create accountability for customer and business results. Ask yourself “What is your baseline performance and what key performance indicators will you measure to know that you are getting results from your CRM initiatives?” After that you can then create an overall CRM vision for the company.
Communicating the CRM strategy
Develop and communicate the CRM vision to your organisation and key players such as customers, employees and partners. Secure the commitment and buy in of senior management to the overall project vision, project objectives and measurements of results. Recognize the organisational change and motivations required to achieve full benefits and then create the action plans to achieve and sustain the future state of organisational readiness.
Employee by in
CRM to works effectively when the entire staff of a company supports it. This means that everyone from the CEO to the secretary must understand how the system works as well as knowing its importance to the firm. If no one knows how the CRM works in the end they will not want to use it as a result they will not collect valuable information about customers, which can boost sales and client satisfaction.
Train your employees in customer service.
It takes experience and training to know how to handle customers, especially unsatisfied ones. Not all employees are going to come into their jobs with years of customer service experience, therefore they need training. Even employees with experience should receive the same level of training, both on your company’s mission statement and how you want them to handle different situations, because businesses may approach customer service differently.
Incorporate technology and automation into your strategy.
There’s a ton of business technology and tools that are available that can do everything from help to improve customer service and user experiences to automate processes for business owners in order to save time and money. Companies that haven’t incorporated technology into their customer service management strategies are therefore behind the curve.
Leverage Multi-Channel Servicing
Many people now prefer to buy from brands that offer consistent customer service across multiple channels, as a result brands need to provide Omni channel communication options. You should enable customers to switch between multiple channels while enjoying a consistent quality of service. Hence the end this can help boost your brand’s reputation and credibility. Here are some best practices that will help you provide excellent multi-channel service to your customers while keeping them satisfied
- Mobile Devices – People expect good support services when they’re on-the-go. You need to ensure that your customer service and support pages are mobile-ready so as to meet their expectations.
- Social Media – Many consumers are turning to social networks (especially Twitter) for customer queries and complaints. You should utilize the power of social media to therefore bridge the gap between you and your consumers. Improve your response times on social media queries while providing effective solutions to your customers.
- Self-Service – Many customers expect brands to help them fix minor issues by themselves, and they’ll often look for such solutions on your website’s FAQ pages. Your FAQ pages should provide easy-to-understand fixes to all common problems.
Developing a great customer service management strategy is crucial in order to differentiate your company from your competitors and leave them behind. Take the time to evaluate your current processes and garner feedback to initiate change. Find the customer service strategy that’s right for your business, evaluate its key points, and pay attention to how the quality of your customer service impacts your sales.