The concept of CRM has been around since the beginning of human interaction.
Where do you think the phrase, “the customer is always right,” came
from? So, why all of the attention now? What is it that makes CRM so important?
So much so, that companies invest large amounts of money and time to implement
it?
The answer lies in a shift in the 1980s away from true customer service,
to what I like to call, our new “Self-Service World.” Today’s
popular belief is, “since I can’t get the service I deserve,
I will do it myself and pay less.” I was raised in a time when you were
not allowed to pump your own gas. It was considered to be too dangerous. I
can recall a time when three attendants would service my family’s car
while they pumped our gas. They would wash the windows, check the tires and
oil, and even check the battery if they knew us well. I remember the attendants
would always take the time to speak with us and really tried to get to know
my family as people.
Was the attitude and attentiveness of this business designed to create customer
loyalty to bring us back to that particular gas station, even in times when
you would pay a couple of pennies more for gas at that station? You bet it
was! Just yesterday I pumped my own gas, bought some gum and a soda, and went
to pay the clerk—only to be made to feel that my transactions were an
inconvenience! His only interest was in taking my money as quickly as possible,
so as to not interrupt the game he was watching on a TV behind the counter.
Sure, the example from my childhood is more costly in the short term, but
can you really afford not to provide the best service possible to your customers?
When acquiring new customers is seven times more expensive than retaining
and reselling to existing customers—no you can’t.
Customer Service
The result of this “Self-Service World” is that fewer companies
provide “excellent customer service.” In the past, you gained
the understanding of the importance of high level customer service by observing
employees at restaurants, gas stations, and retail stores.
Today, most people are comfortable using a computer, and will pick up the
technical aspect of your training in an hour, although it may take them weeks
to learn how to interact with potential and existing customers. Human interaction
training, focused on skills such as consistency, competence, confidence, and
kindness, can help your employees successfully deliver desired company results.
For example, by requiring that employees consistently answer the phone with
the same greeting throughout the company, you, as a business, provide your
customers with the confidence and knowledge that they will receive the same
level of customer service each time they contact you. The same result is achieved
by providing your employees with a central repository of information—including
customer communications—to access for answers to their questions. When
industries compete at any level, the difference maker is always customer service.
Consistency, competence, confidence, and kindness are reasons why customers
will remain “your” customers.
How Does CRM Help Me Achieve My Customer Service Goals?
CRM software provides the technology to ensure that all your resources are
centralized and accessible. CRM software opens interdepartmental communications
by combining the resources of your customer-facing departments—Marketing,
Sales, A/R, Customer Care and Support—whatever they may be. By having
this information available at their fingertips, employees are empowered to
step out of their realm, if need be, to help customers.
CRM allows support and service departments, for example, to intertwine communications
with the same customers on a daily basis by providing them access to the interaction
between all employees and customers so that issues can be resolved immediately.
Let’s not forget the line of communication between your inside and outside
sales groups.
The interaction information maintained in the CRM system keeps everyone in
the loop so prospects and customers alike feel that the entire enterprise
has been made aware of their issue, not just the person they spoke with on
the phone. A CRM solution partnered with human interaction training is a recipe
for success!
CRM Simplified: You Can’t Automate Human Interaction
CRM has taken its hold in the business application world, and Sage Software
understands that it is not the software alone that makes the CRM initiative
successful. Many companies sell customer service automation, such as auto
e-mail response and “personalized” marketing campaigns, but they
may not understand the CRM culture.
For example, my father recently purchased a fifth-wheel trailer camper. One
night, while watching a TV advertisement for "how to" videos for
his type of camper, he decided to call and order the videos. The customer
service representative he spoke with was friendly, polite, and helpful, and
even thanked him for his order—the standard behavior expected of an
inside sales representative. When my father received his order in the mail,
he noticed a message hand-written at the bottom of the invoice. It read, "Thanks
for your order Jerry. I hope you have a great time with your new fifth wheel.
It was nice talking to you. —Maureen."
Receiving a personalized response from a company goes a long way to create
value in your customer relationship, and will help to ensure they become a
repeat customer. If your company understands that a “10 second gesture” is
what CRM is about, then your company is ready to embark on a CRM software
solution to help enhance the “CRM culture” you practice.
Has your organization taken the time to start your CRM initiative? Maybe
it is time…
Written by: Bill Hoffman
Director of Hosted Services & Partner Development
Sage CRM Solutions
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