Customer Relationships Management: – The customer relationship is not built simply by the main channels: sales and marketing. It also takes shape through the relationship that your client can have with your company via other sources of interaction such as after-sales service, accounting, telephone reception, the store, etc. Below this post is all about the neglecting points in business contacts, which may impact your customer relationships management strategies.
Customer Relationships Management and Business Contacts
The quality of your service is not just measured against the channels controlled, but by all the contacts that your customers will actually operate. Although you may invest in sophisticated CRM solutions, all efforts will be in vain if your client is “receiving” by your accountant, for example during a prelaunch.
In my opinion, this is a major issue for customer relationship management. Master all possible points of contact. CRM is not only the implementation of highly evolved tools; it is also a relevant organization, a corporate culture, a management system that positions the customer at the heart of the company.
How to Proceed to Control all Points of Contacts?
Heni Kauffman, in his post “The importance of the points of contact with your customers” , proposes a small step: identify all the points of contact, draw up the list of contacts and check if they are scripted; for each point identify the severity of possible incidents, set up an alert and incident handling system.
A quick note on the meaning of ‘Master the touch points’:
The idea is not to trigger a storm for a minor incident. It is a question of analyzing the situation and according to the importance of the events or the risks, to allocate the adequate means. Mastering does not mean doing the firefighter, but knowing what you do and why you do it.
How to Check that your Points of Contact are Under Control?
The satisfaction survey is a particularly relevant tool for this task. It assesses how the customer perceives their relationship with your business. Even if the company has a battery of internal indicators, it is always strongly advised to measure the customer’s perception, because in the end, it is he who will judge you. And its perception may be different from the image that the company thinks is giving of it.
To implement this measure, you can take the inventory and qualification of the contacts made in the previous step. In this way, you have the material to select the most important contact points to include in your survey.
The customer relationship is not built in a day. It is the sum of small meetings between your customers and your company. This relationship represents the foundations of your business, it is important to put all the assets on your side to build loyalty.