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Creating Great Customer Service With CRM

April 27, 2012 | Comments: 0 | Views: 174


The marketplace is more competitive than it ever has been. And that's no surprise - you are able to consume goods quicker and easier than ever before. Opening times and physical barriers are rapidly becoming a thing of the past. You can shop online on your laptop from your sofa, on your commute from your tablet, when you are on holiday from your smartphone, and so on.


Similarly the range of places you choose to buy from grows and grows. With all this competition some of the main goals are to achieve a great reputation, and to provide enough differentiation from your competitors.


An essential tool for differentiation is having great customer service and this is made possible by good use of CRM. CRM stands for Customer Relationship Management, and whilst in fact CRM software now does so much more, the ability to manage the relationships with customers past, present and future is of utmost importance.

With your customer data entered in a centralised CRM solution that is accessible throughout your organisation instead of kept in separate databases, you can segment these records and analyse what activities are taking place around your data. This means you quickly find out who your best customers are. Similarly you can find out which groups of people are potential customers, but never actually sign up. You could see at which point in the sales cycle these potentials get to before the progress stops. You can also detect customers you are in danger of losing.

Servicing The Customer

Once you have established the different categories of customers you have, you can set up different actions to service each of these groups.

The best customers might also be your brand advocates, so letting them know in advance of new product launches helps bring them closer to the heart of the business as well as returning you feedback in terms of whether a product is likely to be successful or not.

Analysing why potentials get close to buying your product before backing off might reveal some flaws in your ordering process, or show up some hurdles that put the first time buyer off. You can then address these issues and then highlight the improved process to future new buyers.

Looking at customers that stop buying your products can shed some light on other problem areas. You can analyse helpdesk and support issues to see if there is any commonality - perhaps your delivery system is not as good as it could be, or perhaps the instruction manual does not explain how to gain maximum benefit from a certain product. Taking a look at customers that have not made a purchase in the last six months might reveal some weaknesses that need addressing.


In all of the above scenarios, a CRM solution is able to provide the tools needed for capturing, analysing and making your data work for you. If you want to make your customer service in the pre and post-sales environment work even better, then have a look at what CRM can do for you and your business.

OpenCRM is a UK based provider of fully featured hosted CRM software that is easy to use and intuitive with a familiar interface and powerful features. We also offer a flexible bespoke Consultancy, Training and Support service which can be tailored to suit your needs by our clever team of professionals. For all matters CRM including links to a demo please visit OpenCRM

Source: EzineArticles
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