Angry customers can keep you up at night. They rant about you on social media and then take their business elsewhere…forever! No one wants to give away good business just like that. Gaining their trust as a customer is hard enough work, much more having to win back an upset customer. It is no small comfort then that four out of ten consumers will ditch your business for your competitor if you break their hearts with poor customer service, according to a research report by Newvoice.
Customer Service Breakdown
What’s the deal with customer service? Brian Smith of Customer Think highlighted the tragic ways businesses let their customers down:
- Delayed Response or Long Holds – It is understandable that as your business grows, so does your customer base. Often times, however, the technology and resources do not scale along with you. What ends up happening is that you get longer queues with disgruntled customers. Worse is when you become unable to track their requests properly. Without the proper technology to support your growth, customers are sure to fall through the crevices.
- Explaining the Same Issue to Multiple Agents – It can drive a customer crazy when they call support to follow up on a transaction and end up repeating their history to every agent they talk to. This only sends the message that you don’t have a good customer support system in place. Major turn-off.
- Dealing with Inexperienced Customer Support Staff – Do customers get the information they need the first time they call? If they end up calling multiple times just to connect the dots about your products and services, then there’s something wrong with your sales process. Probably you do not have the technology in place in order to properly tag each customer and to indicate where they are in their buyers’ journey.
Do any of the above sound like your organization? If yes, then it may be time to think about owning a robust CRM system. Customer Relationship Management, or CRM, is a tool that businesses use to fluidly organize all the marketing, sales, and after-sales activities in an organization. It gives businesses better insight into their customers’ profiles, needs, and interactions through the collection and study of various customer data points.
CRM to the Rescue
For most businesses that value the quality of their customer interactions, CRM is a strategic business move. Do you need CRM? Here are five signs why the answer may be Yes:
- Data is scattered everywhere, coming from multiple channels including: email, phone, social media and live chat. You need a way to access and consolidate these communication streams in one central location.
- Trying to compile data on one customer is a chore because the information is scattered across several departments. If sales has the customer’s sales history, Customer Service has the conversation logs and Marketing owns demographic data, generating a comprehensive customer profile means engaging in a frustrating and time consuming process.
- You’re not sure whether or not your marketing campaigns are going well. There’s just no one quick way to find out. Determining which campaigns are most effective and which under-perform requires close collaboration with the Sales Department to generate the metrics marketing needs to make informed decisions and which activities produced the best leads. Wouldn’t it be great to have all of this information at the touch of a button?
- A significant increase or decrease in customer traffic has come to your attention. It’s important to find out why the change has occurred and to track the customer’s journey through the sales pipeline to determine why. Are certain activities resulting in increased conversions or are some steps in the sales cycle disrupting the transaction? With CRM, you can have insight into these issues in a single glance.
- You depend upon your sales staff to get their reports to you in a timely manner and unless they do, you cannot make the important budgeting decisions. If your sales staff is individually responsible for reporting their sales statistics, deals in process, and lead contact data, it can be a time-consuming process to either remind them to submit information or to tabulate all the individual responses.
Have these signs got you thinking? Download our When Do You Need CRM? whitepaper to know your business’ readiness level for a CRM transformation. This whitepaper will walk you through an honest assessment of your customer service performance and the solutions that may work for you.
Start delighting customers from the inside (your organization) and out. Find out how CRM can help you do just that.