Customer relationship management (CRM) is crucial to any organisation – whether you are the biggest and best brand in the world or the smallest start up. You always need to work on your relationships. They will help you sell more, be more reactive to criticism, improve your product/service and ultimately could help you improve your profitability.
Alternatively, failing to work on your CRM strategy could lead your company down a dark path where you have no idea what your customers think, no idea if they are bad mouthing you, miss meetings, fail to uncover sales opportunities – and perhaps the biggest of all – fail to spot disgruntled customers ready to leave.
There are many facets to developing your CRM strategy, but why not start with my four basic principles:
1. The sooner you start building relationships with a customer, the better.
It’s never too early to start. The very first time you have the chance to connect do it with a personal approach. Empathise with them, listen to what they have to say and try to understand what they are looking for (or what problem they have). By listening and showing that you listen you will be able to meet their needs (or not in some cases) and gain a little bit of trust and respect.
2. It's inevitable to lose some prospects, but it's important to try to solicit feedback in a personal conversation.
If you find that your prospect is not suited to your product and it won’t solve their needs, don’t try to crow bar a sale by fitting a square peg in a round hole. You should, by now, have an understanding of how it isn’t a good match, and if you know your stuff, why not suggest an alternative which you believe is useful? It shows you are knowledgeable in the subject and genuinely want to help.
3. Don't be afraid to receive criticism or negative feedback.
When a prospect or customer says ‘no’ or wants to criticise your product or service, let them. There is no shame in not being perfect. By listening to what they don’t like you can look at what you are providing and see if it makes sense to modify or change the offering slightly. You can bet your bottom dollar this person won’t be alone in their thoughts. At Glasscubes we try to take every bit of feedback and build it into our product roadmap (and we generally prioritise these developments over our own).
4. Don't try to make a goodbye message into another attempt to sell.
I’m sure we’ve all done it, but I believe it’s crucial not to. Don’t try and push more marketing or sales messages to someone who is already leaving. Certainly be polite and courteous, but sales messages are so obvious. You’re likely to leave a better taste in the mouth by once again understanding their needs and accepting their decision to leave. This may help you keep the relationship going so that if circumstances change, a reunion may not be out of the question.
In the old days a quibble over a product or service not being up to scratch would be resolved through an exchange of letters with a customer service department. A swift resolution ensuing, the customer would be happy and the business might have gone beyond just saving face and reinforced its brand values, too. Today, this model is not quite so strong.
According to Webuser.co.uk, a holidaymaker has secured £600 in compensation for a disastrous holiday as a result of the prominent Google search ranking he achieved for the angry blog he fired off when a complaint letter to the holiday firm yielded no result.
The holidaymaker had originally penned a letter of complaint (ten pages of letter, in fact) detailing a depressing series of problems he encountered during a less than satisfactory Tunisian holiday. After six weeks, having only received an acknowledgment for his rant, the increasingly angry traveller went public and recorded his troubles on his personal blog.
In no time, he was getting lots of traffic – much of it from people who had simply typed search terms relating to holidays in Tunisia. In fact, the critical blog entry’s Google ranking was creeping ever closer to the summit on all the key search terms the travel company would rather see taking you to the holiday package they were trying to flog.
Once the holiday company became aware of the growing popularity of the blog post, blogs about the blog post and probably even blogs blogging about the impact of blog posts about the original blog post - such is the way the Internet feeds off itself - it became apparent that an “elevated” level of response was required. Compensation was paid to the blogger and an apology posted on his blog, to boot.
However, it may be too late for damage limitation – the rant, of course, has been widely seen and still exists in the public domain. The digital footprint of a blog post that would never have seen the light of day had the travel company responded sooner is now leaving the most indelible – and embarrassing – of stains on its reputation.
This comes under the heading of really useful. Also under the headings of kind of cool, and different from your competitors. How often have you gone to call someone in another time zone and, after getting their phone number from their website, struggled to work out the exact time where they are? If it happens when you call other people, imagine how often it happens when people call you from abroad?
Enter ClockLink. A range of fully customisable, free clocks for your website or blog. Very nifty, very clever, and just a bit fun. How about a retro digital clock, in the colour of your choice, showing the time in Osaka? Or a more traditional clock face showing the time in Moscow? Or you might want to be sensible and let people know what time it is in Wooton-Under-Edge. In fact, just about any look, colour, face and size is possible. They've even got count down clocks, perfect for your next event. Check out the website and give them a whirl.
Is this a blog from a professional marketer, or a thinly disguised rant from a miffed customer? I don't know, but after a visit to my local coffee shop this morning, I felt compelled to share a few thoughts on the subject of... smiling.
I've read no end of marketing books over the years and always taken some great advice from each one, in addition to some cracking statements that I use when training small businesses in the art of marketing on a shoestring. Most recently, the line: "the process is as important as the outcome" about the delivery of a product or service, really stuck out. And this morning, it was in at the front of my mind when being served by the owner of the coffee shop. She did the right things, albeit in an efficient manner that was bordering on brusque. However, she didn't make eye contact with me and she failed to smile even though I gave her a big beam. What made it worse was that she became animated and smiling when talking to her colleague.
It got me thinking that in our zeal to find the big marketing miracle at the end of the rainbow, we can often overlook the fact that the smallest things make the biggest difference. It's not simply what we actually deliver - whether we sell cakes and coffee or build websites, it is how we actually deliver and whether we make our customers feel fabulous. In my experience, many small businesses can get caught up in searching high and low for their unique selling point when in fact what makes them unique in a sea of "me too" products and services is how they interact with their customers.
So, a warm and genuine smile can go a long way, especially if we deliver products and services face to face. But, if we are not within an arm's-length of our customers, the words we use to describe what we deliver should communicate passion, warmth and enthusiasm. I believe that relevance, simplicity and humanity will define the successful brands of the future and not just the clever use of technology. Now will someone put the kettle on!
I've just returned from taking my wife (Jan) for an eye-test and experienced both ends of the customer care spectrum.
The good - I told Jan we'd meet in a coffee shop when she'd done and suggested she call me when she'd finished. She'd forgotten her mobile but the Assistant in SpecSavers overhearing said, "No problem, we'll call you, Sir..." Brilliant!
The bad - I drove to Jewsons meantime to get some wood. But I needed to borrow a tape measure as I self-selected from their warehouse. I went to the counter and waited while two 'Assistants' gazed blankly at a computer. 'Excuse me...' No response!
Then a bloke came to the counter and put a tin of paint in front of me saying nothing. Still no response from either 'Assistant' to either of us. I gave up and returned to the warehouse where I shifted 15ft lengths of timber while a fork-lift truck circled around me - and I had no health & safety measures while I shopped.... eventually I gave up.
At least when I went to Homebase I found a lady that knew where the stock was, a polite bloke at the till who told me I could cash all my Nectar points off the timber making the whole deal a lot cheaper.
Ah, my mobile. Now where's that coffee...?
Yes, you read that right. I was bowled over when I received customer service that went beyond the call of duty by my mobile phone operator, Phones4U.
I recently received an upgrade on my phone but for one reason or another was sent the wrong phone. When I rang Phones4U at teatime on a Friday, I assumed I’d be waiting in a queue for at least 5 minutes, but was instead put through to an operator straight away. They took my details, listened to my complaint and then transferred me to someone in customer accounts who would sort out swopping my phone for the one I wanted.
Given past experience with other phone companies, I was expecting to have to put up a bit of a fight to get what I wanted but the woman I spoke to was very apologetic for the mistake.
She asked if I would mind using my current sim card and handset for a few more days while they posted an SAE for me to return the phone they’d originally sent me. She was sorry that I would have to pay the postage for sending it back to them but they would include a cheque for £6 to reimburse me for this. As soon as they receive the wrong phone they’ll put the new, correct one in the post straight away.
So why am I so taken aback by this incident? Because it is so rare. How many times have you had to get on the phone to sort out a problem and been left fuming as you are put on hold and then passed from one person to another having to re-confirm your details and re-explain your story every time, that is if you don’t get cut off and left to start all over again.
Customer service matters and if your business gets a reputation for good customer service it will guarantee you customers.