In 1990, Bill Gates talked about the importance of “Information at your fingertips”. He could not be more right. One area where this specially holds true is when a customer calls you. Having information about the identity of the customer, their purchase history, and prior issues they have had with you will determine the success of the phone call.
Sharing information with your teams
The customer can get in touch with you on two fronts – sales and support. More often than not, people from these two teams are the ones with whom the customers will interact the most. This makes it terribly important for them to have full access to all required information about the customer.
For example, consider a sales representative who has a meeting with a customer and is hoping to close a new deal. He goes ahead to discover that the customer has had some major difficulties in the past with the company that have not been handled well. It is highly unlikely that he will buy something from the sales rep.
Similarly, imagine a support executive on the phone with a customer who has just placed a large order. If the support executive has no clue about who is calling, the customer, who will be expecting some recognition, will be miffed at having to explain who she is and the purchase she made. If the agent knew who the customer is and what she has bought, it will help him identify the problem much faster.
Care for your customers and let them know
It is common knowledge that a customer will call if he has a problem. Self – service support and email do seem to solve problems, urgent problems require human interaction. The customer wants to hear someone apologise, and this is why 79 percent of customers call customer service instead of dropping an email.
Customers want to feel that they actually mean something to the company, that they are important, and that their convenience is your priority. Customers will get irritated if a customer support executive asks them who they are.
It is not possible for every employee to know every customer, for the numbers are too large.
CRM to track customer interaction
This is where technology comes in to save the day. The basic idea of all CRM software is to track all customers, your interactions with them, and the products they have purchased. This way, any employee at the front desk will be quickly able to identify a customer and know how to take care of them.
A good CRM system should support all fundamental customer relationship processes like marketing, sales, and support, and also offer views into other systems. Such a system will let every employee, who regularly comes in touch with customers, to act professionally, offer good customer service, and keep the customers loyal.