“If you don’t know who the customer is, if you don’t have the foundation of data and knowledge, you don’t have anything.” – Michael Fauscette
Customer Relationship Management (CRM) isn’t just for the sales team anymore. It has become the hub for your company’s customer experience management tracking. It gives every customer-facing team in your company a consistent 360-degree view of your customers: their backgrounds, their preferences, opportunities for growth, even potential problems.
Brian Solis, the principal analyst at Altimeter Group, noted that focusing on the customer experience is giving companies a sense of purpose. And because it lowers the silos between departments, everyone wins. The customer feels that each person they speak with understands them and their needs, because they do!
The service team knows what products the customer has and what fixes have been tried in the past, saving time and angst.
The marketing team knows the solution preferences to better personalize the customer’s journey.
The sales team gains a glimpse into what piqued the customer’s interest through both the marketing and service avenues and can tailor the team’s future approaches.
Eliminating your customer’s discomfort from needing to repeat concerns and requests creates stronger customer relationships and removes the reliance on assumptions —and reduces the likelihood of errors. Instead, detailed research keeps all parties informed, leading to greater loyalty since the customer feels the company knows them thoroughly — and cares. Repeated inquiries about preferences and product/solution usage are now checks and confirmations. Your customers feel more secure knowing that, no matter whom they speak with in a company, they will receive consistent answers and direction on where to go next, and they won’t spend valuable time having to repeat their concerns or history to each person they speak to.
Today’s on-the-go, busy customers also want to be independent, and prefer to find the answer themselves, on their own schedule, using seamless, intuitive tools. Esteban Kolsky of ThinkJar stated, “Knowledge is content being applied in context.” Given that knowledge is the second-most-important customer investment priority this year, it is no surprise that self-service knowledge collection has grown in desire, with customers reserving their outreach to customer service and sales teams for bigger asks. Customers now seek to discover their answers themselves and rely on companies to provide the resources to educate them. Therefore, having a robust customer experience management tracking solution allows your team to be prepared for those bigger conversations when they arise, making your company stand out. It is about empowering your customers with the capability to resolve their own concerns, but doing so by making use of the great breadth of knowledge you provide them. In other words, you become valuable to them.
About the Author:
TopLine Strategies delivers the complete integration and development of sales, marketing and customer service technologies that enable corporate clientele to improve revenue streams and strengthen customer interactions. Our project management and consulting is designed to achieve timely delivery, 100 percent user adoption of the technologies we implement and deliver measurable returns on investments for our clients.