When we talk about CRM, it focuses on marketing and sales, while the customer experience stresses on the relevance of not just being accessible, but also being proactive and also engaging across the end-to-end client lifecycle.
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There are usually four process actions and also four technology needs that should be in place for strengthening the client experience levels and also enhancing the bottom line significantly. All these four process actions are –
- Finding those moments of truth across the complete client journey
Developing a process map of the present and most appropriate client experience with the aim to find those areas which need improvement. The maps need to be created jointly by a team keeping in mind the perspective of varied departments such as marketing, service and technology apart from comprising of front line staff.
- Marketing and the sales departments should be completely honest in their approach in setting up the client expectations.
Communicating in a proactive manner about the possible problems is considered as one of the best practices. Part of this initiative is informing the clients on how to avoid problems through short videos.
- Identifying when the company operational actions will affect the client experience and also proactively letting the clients know about it
Delivering the information right before the customer asks for it.
- Creating seamless processes at every client touchpoint
It comprises of self-service channels. The clients do not usually contact unless it is absolutely necessary but they will when the web self-service has not been able or you have excessive bureaucracy.
Understanding the technology needs in depth
- A common client identifier should exist across the CRM platforms and also the operational and financial databases. It also allows tracking of the end-to-end client experiences.
- One of the essential operational databases should be able to flag and also carry out communication about the process failures apart from confirming about the impending actions.
- The company’s website should be in a position to be reoriented so that balancing education and support for client with the help of traditional marketing and sales activities becomes possible. According to me, education, support and the new client orientation should all be part of the homepage.
- Wireless and mobile technology should be used for reviewing the client use of products to look for opportunities for enhanced feature utilization. Most of the clients are just using just a few basic product features because they have never understood the directions. Sending out short videos to the customer on how to use two extra functions helps translating into extra value.
Hence, if you are planning to use a CRM tool to enhance the productivity of your business, then start making use of this software at the earliest by keeping all these pointers in mind.
The article is also available at http://www.basearticles.com/Article/34823/Are-you-successfully-managing-the-customer-experience-beyond-CRM.html
- Finding those moments of truth across the complete client journey
Developing a process map of the present and most appropriate client experience with the aim to find those areas which need improvement. The maps need to be created jointly by a team keeping in mind the perspective of varied departments such as marketing, service and technology apart from comprising of front line staff.
- Marketing and the sales departments should be completely honest in their approach in setting up the client expectations.
Communicating in a proactive manner about the possible problems is considered as one of the best practices. Part of this initiative is informing the clients on how to avoid problems through short videos.
- Identifying when the company operational actions will affect the client experience and also proactively letting the clients know about it
Delivering the information right before the customer asks for it.
- Creating seamless processes at every client touchpoint
It comprises of self-service channels. The clients do not usually contact unless it is absolutely necessary but they will when the web self-service has not been able or you have excessive bureaucracy.
Understanding the technology needs in depth
- A common client identifier should exist across the CRM platforms and also the operational and financial databases. It also allows tracking of the end-to-end client experiences.
- One of the essential operational databases should be able to flag and also carry out communication about the process failures apart from confirming about the impending actions.
- The company’s website should be in a position to be reoriented so that balancing education and support for client with the help of traditional marketing and sales activities becomes possible. According to me, education, support and the new client orientation should all be part of the homepage.
- Wireless and mobile technology should be used for reviewing the client use of products to look for opportunities for enhanced feature utilization. Most of the clients are just using just a few basic product features because they have never understood the directions. Sending out short videos to the customer on how to use two extra functions helps translating into extra value.
Hence, if you are planning to use a CRM tool to enhance the productivity of your business, then start making use of this software at the earliest by keeping all these pointers in mind.
The article is also available at http://www.basearticles.com/Article/34823/Are-you-successfully-managing-the-customer-experience-beyond-CRM.html
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