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How to develop better customer relationship?

How to develop a customer relationship?

With the competition raging on all interaction channels and especially the internet, brands have every interest in taking care of their customer relationships. Discover the levers to work.

How to develop the customer relationship

Definition: what is customer relationship? 

It concerns all the exchanges between a company and its customers. Exchanges that concern all sales channels and contact points. 

Relationship marketing represents the marketing strategy and actions to develop a lasting relationship with customers. 

CRM ( Customer relationship management or Customer Relationship Management ) brings a technological dimension and data ("big data" when the amount of data handled is huge) to improve knowledge of customers, prospects and relationship management. 

What are the issues? 

Beyond winning over new consumers, special attention is paid to loyalty. The objective is threefold: 
  1. Improve customer profitability,
  2. Avoid seeing your portfolio gradually leave for the competition. 
  3. Increase turnover per account (trigger buyout, develop recurring sales ...)
Relationship marketing then takes on its full dimension to help brands create a strong customer relationship. The more so as traditional commercial approaches are running out of limits. Customers are educated and demand more authenticity from brands. 

With social networks, these challenges are increased tenfold. More and more companies are organizing themselves to develop a real strategy on digital channels, with the aim in mind: getting more commitment from consumers. 

They are just asking to share, give their opinion, positive or ... negative. An opportunity to better understand its targets and identify a threat if the company turns a deaf ear. 

Tools to manage these new channels are gradually becoming necessary. CRM software takes into account consumers' interactions and engagement through Social CRM solutions. An important dimension to take into account in new GRC projects. 

What are the levers of a relational strategy?

How to build a better relationship? Loyalty cards, emailing ... many operational tools exist. By gaining height, 3 levers stand out:

Satisfy customers:

To build loyalty, the first brick is customer satisfaction. This amounts to responding precisely to their needs by offering them quality products and services. You must be flawless and consistent in the execution of orders. 

Note that the search for satisfaction starts with the analysis and (good) understanding of needs.

Optimizing the customer experience:

It is a notion complementary to the first. It is about creating a unique moment of exchange throughout the customer's purchasing journey. The latter must feel that it is special, that it is at the center of all the attention of the supplier.

 A successful experience generates a positive influence on their loyalty. The goal is to go beyond mere satisfaction by creating an unforgettable experience.

Differentiation is playing out more and more in this area. With the competition becoming more and more fierce, the details make the difference in the hotly contested segments.

A successful experience requires value-added customer service.

Develop engagement:

Another lever: get customers who actively engage in the relationship by going further, by going beyond their status as mere consumers. These are prescribing profiles: they recommend you to their acquaintances or on social media.

The most invested become true ambassadors of your brand. In addition, their suggestions for improvement can generate particularly interesting product and service ideas. 

Commitment requires strong satisfaction and excellent experience. A hard-won trust.

Points of vigilance:

Efforts and investments can be in vain if the whole company is not in tune. This is potentially the case with multichannel inconsistencies - worse when touchpoints do not place the relationship on the same level as the rest of the business.

Multichannel: ensuring consistency between channels

The marketer now has the means to reach his target when he wants, in the chosen location thanks to a multiplicity of communication channels. This force can present a risk. We must ensure a certain consistency in the messages delivered by all of the action levers.

The stakes are high: the commercial credibility of the company and its ability to influence the consumer at the very moment when he is ready to make the purchase. Commercial channels must, therefore, know how to combine intelligently to achieve these objectives. 

The information system plays a central role and ensures data consistency within the chosen CRM software package. Each channel must interface perfectly so that the whole is fully under control. 

Master the other contact points:

The customer relationship is not built simply by the main so-called "front-office" channels: telephone reception, sales, and marketing departments. It also takes shape through the relationship that your client can have with your company via other sources of interaction (generally "back-office") such as After-Sales Service, accounting, store, etc.

The quality of your service is not evaluated simply in relation to the channels dedicated to customer relations, but by all of the contacts that your customers will actually activate.

No matter how much you invest in a sophisticated CRM project, all these efforts will be in vain if your client is "received" by your accountant, for example, during a recovery.

Therefore, mastering all possible points of contact is a major issue.

Customer relationship management does not only materialize through the implementation of highly advanced tools, but it also involves a relevant organization, a corporate culture, a management system that places the customer at the heart of the company.

Mastering touchpoints does not mean setting off a storm for a minor incident. This involves analyzing the situation and, depending on the importance of the events or risks, allocating the appropriate resources. 

Mastering does not mean being a firefighter, but on the contrary, knowing what you are doing and why you are doing it.

How to check that your contact points are under control?

The satisfaction survey is a particularly relevant tool for this task. It assesses how the customer perceives his relationship with your business. Even if the company has a battery of internal indicators, it is always strongly advised to measure the customer's perception. Because in the end, it is he who judges you. And its perception may be different from the image that the company thinks it gives.

Customer relationships are not built overnight. It is the sum of small meetings between your customers and your company. This relationship representing the foundations of your business, it is important to put all the assets on your side to build loyalty.

How to develop better customer relationship? How to develop better customer relationship? Reviewed by communication etiquette on 4:45 PM Rating: 5

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