Using CRM to benefit both the customer and the employee starts with understanding how both parties view the system. While vendors may have transactions as their priority, customers are usually more concerned with processes – how quickly their inquiries will be handled. Figuring out how to meet the demands of both sides is key.
Meeting Customer Expectations
Let’s say your business has a multi-step process for responding to customer concerns with a 90% success rate. That may be a high percentage from the business’ point of view, but if a lot of customers are still encountering problems, there’s room for improvement. In today’s technologically-advanced world, customers also have little patience for inefficient systems. Expectations are growing and your business’ standards have to grow as well.
Ask For Feedback, Then Act On It
CRM shouldn’t just be transactional. Find out what customers want, then adjust your business accordingly. This is the era of social media – consumers are used to being vocal and being heard. Give consumers various channels to communicate with you, monitor them and respond when necessary.
Meet the Demand Before It Occurs
Forecasting customer need is a pivotal way to get ahead of your competition. Look at what other companies are doing and what they’re lacking. Monitor those business’ customer feedback on social media. What gaps can your business fill in? What changes would make things easier on the customer?
Customer Satisfaction Often Equals Agent Satisfaction
It sounds overly simple, but having satisfied customers means agents are pleased as well. Give agents the tools they need to perform their job without making the customer go through multiple channels. If the agent can listen to the customer, troubleshoot and solve the problem, issues are resolved efficiently, which benefits both the business and the consumer. Agents can handle more calls in their day and the customer will have renewed faith in your business.
Business vs. Customers: Use Your Judgement
Doing what’s best for the employee isn’t a hard-and-fast rule. Customer satisfaction should still be at the center of your CRM and business model, even if it’s sometimes at the expense of the agent. For example, a salesperson may contact a customer in order to make their sales quota, even if it’s the wrong time to reach out. In the end, this doesn’t benefit anybody. When possible, do what’s best for both sides; otherwise, cater to the customer before accommodating your business.