To follow on from our last “how CRM Can” http://blog.mycrmgroup.com/post/2014/03/03/How-CRM-Software-Can-Help-improve-customer-service.aspx here are some points on what things can go wrong and that need to be addressed even if a CRM is in place.
The purpose to customer relationship management is keeping the customer happy, and CRM software is one of the most effective tools for this purpose.
Even when organisations implement the technology correctly there are a number of mistakes that can occur and here we look at some of the common mistakes and how to avoid them.
A lack of empathy
You need to remember that many companies today just don't seem concerned about the customer's needs. In this age where customers can access the same services as yours elsewhere within seconds, it is important to ensure that the website is fully functional, customers' calls are returned quickly (CRM software can help with scheduling these calls) and that staff are all able to discuss products without having to pass customers around too much.
But remember if you’re getting this wrong then maybe one of your competitor is getting it right and any amount of technology and software will not help if the ethos and organisational goal is to deliver excellence.
You can use the reporting features in Microsoft CRM to make sure your teams are completing the actions as part of the process, but getting your team aligned with the goal of the organisation is critical to customer success.
Making promises that are not kept
Companies often make promises that they either cannot keep or simply don't have any intention of keeping. Needless to say, this is a sure way to lose business. Consistency is vital in terms of pricing, language used, speed of calls and a number of other factors. CRM software can help deal with a number of these factors, and although pricing is key it is not always the deciding factor, make sure you understand your customers goals and needs and help they achieve what they want to achieve with your product, solution or service.
Not treating people well
It is important to ensure that customers are treated with the respect they deserve. This is a classic error that many financial institutions make: offering all the perks to new customers whilst older, loyal ones leave and work with someone else. If a customer is a loyal and regular one, which is something that CRM software will help show, it is important to help reward them for continuing to work with you. Failure to do so verges on neglect.
Source: Business 2 Community
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