An effective customer relationship management system should be entrenched in every business and driven downward through the organization from CEO to receptionist.
Client retention and customer satisfaction are just buzzwords to many employees who do not value the customer. If the typical employee is not continually managed and trained to be customer focused, your company could be losing customers and revenue.
Having a CRM system revolves around three areas of your business:
1. People If your people do not buy into the fact that clients are the critical lifeblood to your business and treat them with little respect, they will not be customers very long. Training programs centered around customer care should be part of every business. Long term success is dependent upon your people and their effectiveness in resolving issues and managing irate customers.
2. Process Established processes and procedures in escalating customer issues to resolution is key to client satisfaction. Effective communication during and after the issue is resolved is crucial to ensuring the customer is given the opportunity to provide feedback and help the organization continually benchmark their performance.
3. Tools Technology can streamline your processes and give your employees a way to efficiently resolve issues and find information in a timely manner. Skimping on the tools will the other 2 areas to struggle.
Upper management needs to support the fact that customer care is not a liability but a crucial part of the business. Without their support in addressing the three legs of the Customer relationship management system, the company will falter in their attempt to maintain high levels of customer satisfaction and retention.