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CRM IMPACT ON CUSTOMER LOYALTY
CRM IMPACT ON CUSTOMER LOYALTY

CRM IMPACT ON CUSTOMER LOYALTY

CRM is the core of modern customer service departments. In today’s competitive environment your organizations future and reputation is measured by the quality of the customer service you provide. What makes for a good customer experience? What do your customers perceive as a superior experience and how can your organization achieve its best results?

Defining what makes up a good customer experience can be challenging: it involves how your organization delivers its services and products in a way that is most efficient, cost effective, and is most humanly satisfying. While that seems simple to understand, you need to consider the industry your organization in, the size of your company, your organizational culture, the number of employees, and the quality of your employees when defining what is necessary or you to provide the best customer experience possible.

CRM Increases Efficiency by 20-25%

The impact CRM can have in improving customer experience is large – and is a very rewarding investment. CRM will make your company’s operations more efficient. It can increase the administrative efficiency of your organization by as much as 20-25% provided that you select an implementation vendor that specializes in CRM implementation and customization. It is important that your CRM solution is tailored to fit your business. Not that your business fits the CRM solution. CRM increases efficiency by centralizing customer information such as demographics, geography, location, interests, source, products and service history, and much more. Customer segmentation allows you to promptly provide your customer service representatives with the information they need to provide the best customer service possible.

CRM Reduces your Costs

A properly selected and implemented CRM system should also be a cost effective choice for your organization. Your initial investment can be returned to you in as little as 1 year. This is accomplished by providing an efficient user interface that reduces the time spent on the phone, on site or in person by your employees. Your customer service team will have access to the information they need, when they need it, information such as communications logs, previous complaints and solutions, purchase history, delivery preferences, location of the customer, and much more.

CRM Increases Customer Loyalty

Your customer service team is there to satisfy your customers and make their experience as smooth and comfortable as possible. Understanding them – and their needs leads to a long lasting relationship. This can be as simple as ensuring that when a customer phones your organization they don’t feel like they have to repeat themselves regarding problems they previously explained, but have not been solved yet. If a customer has to repeat themselves multiple times – its evidence that you are not providing the customer experience that you could – if your staff were properly equipped. A properly implemented CRM solution allows your customer service team to quickly check history and inform your customer about the progress of a specific solution. When your customer feels like your employees understand them, and that is accomplished by having all information is centralized and made available – your CRM system will already be returning results for you.

CRM can also be used to help resolve problems or to repair a damaged relationship. This could be as simple as advising some alternate products or services that match the customers, or providing a special discount at the time of a call. If one is not happy with a particular purchase an up-sale or alternate-sale recommendation might be a perfect solution for that customer.

When a customer has a satisfying experience with your organization, their experience will make them loyal to you and eventually your CRM system impact in customer service will increase your revenues, organizational efficiency, reduce the staff needed for repetitive and unrewarding tasks. CRM benefits everyone.

Author: Aylin Barnes

 For more information about our services in CRM and ERP please contact us.

 


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