Customer relationship management has changed in the course of digitization. That much is clear. Because even if customer needs remain unchanged, there are many new points of contact between the customer and a provider. Strong customer orientation alone is no longer enough today. A change of perspective is now necessary for successful customer relationship management. In this article, you will learn how to anchor this new type of customer orientation successfully and, above all, sustainably in your company.
Good customer service has always been an important success factor in companies and begins before the purchase. Genuine customer orientation has the goal of fulfilling the customer’s expectations of the company’s services. These expectations often relate to material values such as product quality or price. However, immaterial values must not be disregarded here. Adherence to delivery dates, open communication or simply the right information at the right time can be decisive sales factors because they ultimately influence customer satisfaction.
1. satisfied employees = extraordinary customer service
When it comes to strong customer relationships, it should not be forgotten that a basic prerequisite for customer satisfaction is employee satisfaction. Because only a satisfied employee can offer interested parties and customers extraordinarily good customer service. Satisfied employees have more motivation, a better mood and value their customers. This can be seen, for example, in the quick confirmation of a customer enquiry, the natural offer of various contact options such as telephone, chat or e-mail, and the aim to solve problems immediately.
The customer satisfaction is an important yardstick for the quality of the customer orientation. Because only the evaluation of the customer by the comparison of the expected achievement with the experienced – subjectively noticed – achievement brings reference points for the own customer orientation.
2. winning and retaining customers
Countless books have already been written about the term customer relationship management in the past. Probably because this term describes the core of what is necessary to win customers, retain customers and develop customers. Customer Relationship Management (CRM) describes the consistent orientation of a company towards its customers. This also includes a systematic presentation of all customer relationship processes. The most efficient way to manage and document customer contacts is to use CRM software.
3. systematically approach customer relationship management
The knowledge of the legitimate wishes and requirements of customers and the corresponding focusing of all customer-oriented measures (product quality, pricing, communication and much more) can be simplified to the management of customer relationships (Customer Relationship Management, CRM).
The goals of defining and systematizing business and communication processes, for example, are manifold. It is highly recommended to clarify these goals and to make them clear in advance of any conceptual definition.
4. real customer relations instead of mass marketing
We can still copy professional CRM from Aunt Emma in the small shop around the corner today: Aunt Emma knew her customers personally, their preferences and idiosyncrasies. In this way she could respond to each customer individually and ultimately knew that it wasn’t far from shining children’s eyes to satisfied customers. The result: customer loyalty from childhood on, resale included and sophisticated recommendation marketing. Today, the customer must first be filtered out of an anonymous, fast-moving crowd. And sometimes companies even have to stand up to the competition on the other side of the globe.
But this is precisely why CRM is still the key to (satisfied) customers today. In any case, CRM is the key to a real (relevant) customer dialogue – and the fundamental basis for integrated communication, i.e. the optimal coordination of all measures in advertising, PR and communication.
5. maintain individuality despite mass processing
For example, today a mailing no longer has to be sent to the customer thousands of times identically. Rather, the qualification features of a well-maintained database lead to an optimized, target-oriented approach. Letters, postcards and e-mails now transport the relevant information or the appropriate offer to the customer at the right time. This means individuality despite mass processing. Of course, this goes beyond the task of “sales” or at least “qualification for active sales”.
The loyalty of a customer to the company, the brand and the products or services has many positive aspects. Some are listed here:
- Confirmation of purchase: A communication after the purchase is often necessary, in order to support the satisfaction with the purchase decision. The easiest way to do this is to certify the right decision to the customer and continue to be there for him.
- Repurchase: After the purchase is before the purchase. And this is always the case if the customer is satisfied with the product and the communication and service support him in this opinion.
- Recommendation: A recommendation can rarely be expected in the case of “only” expected satisfaction. In addition it needs already surprising after Sales measures. But often it needs less than you think. And the CRM-driven activities are always worth it. Because with the real recommendation, half the way to the new customer is usually already taken.
Read the second part of this article to find out which business relationships are particularly relevant to customer retention.
6. The best Live Chat Software
JivoChat is a website live chat solution that provides customizable web and mobile chat widgets with features such as real-time visitor monitoring, page view history, email chat transcripts, file transfers, predefined responses, customer service quality ratings, performance reports and more. It has been rated very well on a lot of reviews, for example at WebsiteToolTest (WebsiteToolTest.com/jivochat/). With browser-based, desktop, Android and iOS agent apps, users can recruit and respond to website visitors from anywhere, anytime.