Have you stopped to think about what it is that our customers really want? Aside from wanting a great product or service at a great price, customers want a positive customer experience. What exactly constitutes an overall positive experience for our customers? I truly believe that simplicity should be the word of the day when we are engaged in CRM. It goes beyond the ease of placing orders; how easy is it for customers to contact us or interact with our company?
It is worth the effort to find out how our customers prefer to contact us and how they prefer to be contacted. Some customers prefer the whole e-commerce realm, while others may not mind e-mail, but much prefer using the phone. Whatever their preference, part of a positive customer experience is helping to make whatever choice of contact as simple as possible. Instead of the main phone number for your company, why not give your customers your direct line? Customers will appreciate direct access to you rather than going through the maze of electronic options found in so many companies today.
Another key to simplicity is to ensure that your company website is current and easy to navigate. If a customer's first impression of our company is an outdated and user-unfriendly website, we may lose the sale before we even realize it.
Finally, for a really simple CRM guideline, ask your customers how you are doing. Find out from your customers what they think of your company, and ask them for ways their experience can be improved. The simple question of "How Are We Doing?" will go a long way in solidifying your customer relationships and showing the customer that they really matter and their opinions are highly valued.
The simple approach to CRM will indeed yield invaluable benefits for your customers and the organization.
"A vocabulary of truth and simplicity will be of service throughout your life." – Winston Churchill
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