In today’s social and mobile world, businesses need to move faster and share knowledge more broadly than ever before. Information and engagement are so instantaneous that you need to move fast to keep up. Businesses also need to connect to customers on their terms, which increasingly means getting on social media platforms.
Social and mobile have transformed customers’ service expectations. Customers expect quality, personalised service; and they expect it on their terms across the web, social media platforms, mobile technology and smart phones.
With the correct customer relationship management (CRM) systems, you can earn customers for life by providing relevant, personalised service – at any time and via any channel. Empower your agents with everything they need at their fingertips to deliver amazing customer service.
The problem comes when all the different departments have differing views on what is important and where CRM should focus its attention. It becomes clear that CRM should be a coordinated, concerted effort to manage customers as a whole instead of splitting the resources of the company and hence falling short on all level.
Let’s look at some more tips on how to maximise CRM to its full effect.
You need to have the buy-in of your entire organisation. Sales and marketing teams are only as effective as the information made available to them, and they will need all the other departments to be open and offer full disclosure if the business as a whole is to make it. Information must be captured with 100% accuracy. If a customer calls with a pain point, the employee on the receiving end needs to know exactly who the relevant person is to sort out the problem, as well as where in the production chain this lies in case that person is not available. All employees also need to work on the same system to ensure that every person dealing with a customer is working from the same information and doesn’t contradict each other or frustrate the customer.