10 Ways to Galvanize Your Customer Relationships
By Bud Michael
Today's consumers are savvy and independent. They seek reliable and speedy customer service, but don't want to be bombarded with superfluous information, or overloaded with unnecessary content. By adopting CRM technologies and practices, the most adept businesses can find an even balance that solidifies long-lasting customer relationships. Here are 10 ways businesses can develop loyal customers.
1. Two-way Communication
While providing prompt response, answers to frequently asked questions (FAQs) and knowledgeable customer service representatives (CSRs) is important, outgoing contact is just as crucial. Targeted direct mail and e-mail campaigns are an excellent way to establish two-way communication. Alerting loyal shoppers to special sales, offers and news establishes a tighter bond between customer and company.
2. 360-degree View of the Customer
Today a call center will only succeed if it also is a contact center. Serving as an important customer touch point, the contact center must integrate online and off-line customer interaction. The foundation for building a customer conversation history and achieving a 360-degree view of the customer is creating a single-threaded conversation. A single-threaded conversation tracks all customer interactions across multiple channels, enabling multiple CSRs to conduct a continuous personalized dialogue over time and across multiple communication avenues. To maintain this continuous dialogue, every interaction a customer has with a company needs to be recorded in a single software system accessible to both CSRs and the direct marketing team.
3. 360-degree View of the Company
No matter how customers contact your company—whether by e-mail or telephone—it should be easy for them to get all of the information they need. Your systems should integrate smoothly enough so they present as a single system to the outside world. That seamless integration needs to be conducted through all communication channels as well as an outbound e-mail campaign management system.