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VIEWPOINT
Making CRM work is not about software
It is an undisputed fact that the customer is king and in today’s competitive business scenario when there is glut of similar products vying for customer attention, CRM or customer relationship management is what gives a business an edge over its competitors. A successful CRM strategy can ensure consistent customer loyalty, which in turn makes a business successful.
As against popular belief a customer does not expect royal treatment but whenever he needs service he expects quick and prompt action whether it is a bank, a supermarket or a public service outfit. The customer is happy if he can establish a lifetime relationship of familiarity and trust with the service providers.So whenever customers want some service, they expect the people at the desk or at the other end of the line to treat them with courtesy, politeness, exude a positive attitude and give quick and personalised service.Customers expect timely and correct advise from the service agents whenever they are selecting a product or service and also adequate product information for them to make a wise and informed choice.
Promotions like discount offers, freebies, raffles or gift vouchers may not succeed in garnering customer loyalty most of the time because customers are more interested in the quality of service and the product rather than these fancy incentives. They choose brands with care because they would like to choose only those products, which give value for money or are of good quality, which they can keep coming back to again and again. So the best way to ensure customer loyalty is to provide value of service to them. When a customer comes in with a complaint or to voice a grievance, the help desk should listen patiently and suggest possible solutions instead of displaying a nonchalant attitude. They should be warm and sympathetic to the customer. They should help the customer by connecting him to the right people who can solve the problem. If the company is at fault it should take prompt action to rectify the problem and at the same time assure the customer that there will be no repeat of the problem.Similarly making the customers wait for a long period of time and delaying service or giving them the wrong or defective product can put them off. This means loss of valuable business.
The attitude of employees in the company towards customers must be assessed regularly. If they display a predominantly ‘can’t do’ attitude, then it needs rectification through training in CRM and making them realise how customer loyalty is vital to the success of the business. If the front line and help desk staff are well trained, they would find it easy to convince the customer about the product and its quality or the reliability of the service being provided. Information on how to use the product and put it to best use is something the customer appreciates.
A regular customer will obviously expect the best service and expects the company to give priority to his needs. It helps to know these regular customers by name and take a special interest in them and tell them that their patronage is appreciated. And this will prompt them to continue as loyal customers. Building customer loyalty is not an individual effort; it requires the involvement of the management and also the employees.
Also it cannot be gained overnight it is a slow process that requires patience, planning, prompt and efficient service and above all understanding and catering to the customer’s needs always and on time.
HEMA.G
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