Going Beyond A Unified Approach: Revamping Existing CRMs For Today’s Customer

From the digitally empowered consumer to the rise of  the telecom and communication industry, we are in the middle of one the greatest industry turbulences in our lifetime. How companies proactively and productively respond to these trends will anticipate their long-term relevance and financial sustainability. In this period of augmented perception and increased awareness, providing exceptional customer experience is now a critical capability and need.

Companies through digitising their key business architecture are finally swaying the revolution. To offer genuine customer engagement and accelerate profound sustainable changes, companies are adopting new strategies to re-code their business process.

As customer relationships are becoming less transactional and more interactional, companies are shifting from conventional business practices to a more unified approach and inventing new strategies that are more customer-centric. Below are the few perks of a good customer relationship management system that recodes your company support processes and delivers more proficient, positive and magical customer experience.

Redefine Support Processes For Proactive Problem Management:

In a hyper-social ecosystem, a company’s reputation may be already at stake by the time complaints reach to the customer support. Prime companies do not stick around on complaints to reach their contact centres. Many are instituting proactive processes to reach out and respond to customer concerns via social media.

Twitter has been a ground zero for immediate customer assistance, according to Conversocial research which reveals that over 37% of tweets mentioning retailers are customer service-related. Let’s assume @Samsungsupport proactively responds to customer questions and clarification, and tweets 10 times more than its official twitter handle. Although responding to questions and complaints via social account is hardly proactive, but this example exhibits Samsung’s support and commitment to make the life of its customer easier.

Thus, spotting methods that can decode organisation processes to drive proactive support whether responding to potential prospects or identifying new opportunities via social media can play a substantial role in the organisation goals and streamline their CRM Strategies.

Create Multiple Channels To Ensure Unified Customer Experience

As we understand customers move fluidly among call centres, IVRs, social media queues, online chat and email – and they expect customer support to do the same.

While merging these complex processes and technologies is challenging for organisations, the payoff is outsized. When coupled with analytics, the volume of smart data derived from the customer experience and loyalty process can become a massive competitive differentiator. The new channels clearly have great advantages for organisations, as well as their customers.

Hence, effective execution of multichannel approach will smooth the relationship between customer and organisation. Alongside, it will give management the capability to leverage all customer touch points to boost revenues, reinforce customer satisfaction, and streamline sales and service.

Empower Frontline Support Employees

Technology alone cannot produce a memorable customer experience; however, it can magnify and even alter the approach. Often, a missing thread is the empowerment of the frontline employee.

To foster positive and unforgettable customer experience, they need their own positive employee experiences backing them up. For instance, many companies are incorporating gamification within its frontline employee collaboration platforms as a part of an initiative to continuously improve service standards. This not only helped the company do a better job, but it also increased recognition of employees who did more to help the organisation as a whole and contributed to its knowledge base.

Unified Approach To Data Management

Two different software means two different systems to track and examine customer data. This makes the whole affair of data management a challenging task and any new data coming from various sources can easily get lost or fall through the cracks.

A single platform that has both the software integrated can help curb this major data management issue.

This unified approach to data management is a great incentive to an organisation as all the data, contact, communication and other informational data is saved under one single platform. Moreover, through this integration, the data is more organised, faster to analyse and easy to review and edit.

Having a centralised system is foundational, and there are different approaches to achieving it, from leveraging existing CRM systems, to adopting a cloud-based omnichannel solution.

Excellence in customer relationship has always been and will always be one of the critical competitive advantages for any business and adopting a good CRM strategy is the ultimate course to achieve organisational success.

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