Embracing a CRM Philosophy When Dealing with Customers

Ultimately, everything we do, we do for our customers. Given that we probably already have a good understanding of their service needs and requirements, it should be relatively easy to just naturally attune ourselves to provide them with any and all of the support they need, whenever they need it. We know what they want - and now is time for us to deliver it as quickly and completely as possible. They expect it from us, and they will settle for nothing less. We have the tools, resources and empowerment to support them completely, and the philosophy of CRM demands that we do so.

Goals and Objectives

The first step in embracing a CRM philosophy is to translate our personal understanding of CRM into specific goals and objectives for the way in which we would like to manage our customer relationships. At both the corporate and personal levels, you may wish to set your CRM goals and objectives to address such key things as:

  • Communicating with your customers better - and more frequently (i.e., utilizing the “Listen, Observe, Think, Speak”, or LOTS, approach as much as possible);
  • Providing those customers who require more comprehensive support with the levels of customer service they require;
  • Following-up quicker, particularly for those customers and/or problems that require immediate attention or quicker-than-normal resolution;
  • Taking better notes (i.e., both mental and written) to ensure that you never walk into a customer problem situation either unprepared, or uninformed;
  • Taking advantage of all of the internal company tools and resources available (i.e., company guidelines, policies and memoranda; e-mails; newsletters; customer/equipment databases; product/service documentation, etc.);
  • Taking additional management, technical and/or customer support training courses to improve your existing skill sets; and
  • Taking whatever steps are necessary to improve your ability to get your job done, and manage your customer relationships better.

Processes and Tools

In most situations, your company will already have a defined set of business processes and tools readily available for your use. These may include anything from the more traditional resources (e.g., product documentation, hardware specs, repair guidelines, on-site policies and procedures, customer and installed equipment databases, etc.) to the use of more sophisticated Web-based technical support tools, distance-learning educational and training courses, management training courses, and the like. Use these resources as a matter of course; they have been designed to help you, and they will - but, only if you use them.

Data and Information

Information exchange is the key to successful CRM, and is also crucial for the ultimate success of your own customer service performance. Just remember, the majority of the data and information your company makes available to you will essentially be "global" in nature, and may not be as customer-specific as you would probably like. That is why it is so important to collect your own customer data and information on a regular basis, to augment what you already receive from the company. Again, this does not have to be a formal database - just an aggregation of important notes, comments, and observations that will ultimately help you to understand each of your customers better, and improve your ability to provide them with the best customer service and support possible.

Organization and Infrastructure

Whether the company you work for is large or small, it will probably have a formal organizational infrastructure designed to support you and your peers in your various customer dealings. Take advantage of this infrastructure by getting to know all of the resources that are available, how you may gain easy access to them, and how you may use them to support your customers. This may require attending internal company seminars or workshops, or simply asking questions of your department heads or managers (or staff) with respect to what resources they feel would be of value to you. Also, make sure you've read all of the internal memoranda and e-mails you receive so you can be continually updated on any internal changes that may ultimately impact both you and your customers. The more lead time you have with respect to any impending changes, the easier it will be to deal with them at the customer level.

Monitoring and Tracking

Last, but not least, the key to your own success in implementing a CRM philosophy will be your ability to monitor and track your own performance over time. But, remember, you cannot manage it, if you don’t measure it! This is why it is so important to set specific goals and objectives in advance. For example, one goal might be to reduce the number of complaints your department receives each month from customers; or increase the number of monthly commendations it receives. Another goal might be to work toward responding to all customer inquiries within 24 hours instead of two days or more. There are many other goals that you can set as well, based on your own personal experience; but, whatever the goals, make sure that you can measure, monitor, and track them over time to see whether you are truly making any improvements.

All of the efforts you put into managing your customer relationships better will ultimately bear fruit if you are sincere - and serious - about succeeding. You will be amazed at how much valuable information you can obtain directly from the input and feedback you receive from your customers if you build the proper two-way communications channels between you and them.

CRM does not need to be a complex exercise. It is not “rocket science” - it is just managing the relationships you already have with your customers better. Sometimes you will need to go “outside the box” to find all of the tools and resources that will make it work, and you will almost always need some outside help to get started - or to take your understanding of CRM to the next level. CRM is not just for the mild-mannered, nor is it strictly for the progressive over-achievers. It is for every employee that deals with customers - and that’s just about every one of you.

Until next month, keep your customers satisfied!

Bill

William K. Pollock

President

Strategies For GrowthSM

P.O. Box 1024

Westtown, PA 19395

USA

Tel: (610) 399-9717

Fax: (610) 399-9718

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