In a contracting economy, consumers across every channel (B2B, B2C, etc) tighten their wallets and look for ways to reduce spending. This doesn’t just mean slashing budgets and saying no to potential purchases; it also means giving closer scrutiny to the value received for every dollar spent. It means holding vendors accountable, returning purchases that disappoint, and providing vocal feedback (sometimes negative) to suppliers, manufacturers and retailers. When money is tight, buyers carefully examine the quality of the entire buying experience, from product features to customer service. Can your company stand up to the test? Are you doing everything you can to make your customers happy?
CRM: A Twofold Approach
Customer relationship management is an art and a science developed on two fronts. The first involves gathering feedback and information from customers and using this information to advance marketing and product development efforts. The second involves old-fashioned customer service.
Gathering Customer Data
Every single interaction with a potential customer contains volumes of primary and secondary information that can help you move your company forward. Every time someone buys your product, walks into your store, or even scans your website for a few minutes, this person leaves behind data related to demographics, behavioral trends, and customer needs. Even an angry customer returning a product is a lesson in disguise. Without realizing it, she’s teaching you how to identify your target audience and give those audience members what they want.
Your job is to gather that data and analyze it so you can put it to use. Once you know who visits your site, who stays and who leaves, who buys and who doesn’t buy, you can shape your marketing campaigns and change your product features as needed. Great CRM software programs can help with this. So can a high quality digital marketing firm. Your best bet? Enlist the help of both.
The second approach to CRM involves customer service. And great customer service starts with great training. But it doesn’t end there. Customer service means making sure that potential buyers have a positive experience every time they encounter your brand, and since this responsibility falls directly on your representatives and employees, you need to make sure their experience with your brand is also positive. Work hard to motivate and retain your customer service reps, and try to instill them with the same passion for your company and product that you’d like to see reflected in your customers. Make them proud to work for you, and you’ll start feeling the same pride in them.
Need assistance with your customer service training program? How about your employee retention strategy? The best employment agency in Dallas can help. Contact RPC and let us connect you to the Dallas Fort Worth staffing and temporary personnel resources you need.