Small Business Entrepreneurship

Customer Relationship Management: How to Turn a Good by Graham Roberts-Phelps

By Graham Roberts-Phelps

Each purchaser is someone with a decision. The position of shopper dating administration (CRM) is to make sure that each one first-time shopper turns into an ongoing purchaser, and each consumer a self-perpetuating recommend of your business.

This ebook explains the weather of CRM and the way to set up an built-in purchaser relationship-oriented technique on your business enterprise. How, in a note, to develop into a company the place each customer's want isn't just supplied for yet anticipated.

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Know exactly what customers want in their relationship with you. ᮣ Know why customers leave your enterprise by producing customer exit surveys. ᮣ Conduct a failure analysis on your enterprise. ᮣ Know your retention improvement measures – have a strategy in place. ᮣ Use market value pricing concepts. ᮣ Do what works all over again! Remember! 96 per cent of unhappy customers never complain. But if their problem remains unsolved – they usually tell ten other customers! 38 chapter four Defining customer service excellence chapter four Defining customer service excellence Nothing impresses like competence Before you start using any particular tricks, techniques, promotions or special devices to keep your customers, ‘your customers’, there is one inescapable fact: nothing impresses a customer like competence.

In some cases some organisations can give you a mortgage on a property within a matter of days, if you go in with a valuation and evidence of your pay etc. On the other hand let’s take a minor issue: a call centre will know that the percentage number of calls that hang up increases dramatically as the length of time on hold increases. It may be that after a certain time – say a minute or two – there are very few calls left at all. If your call centre or your telephone inbound operation is a sales line, then this is costing you a fortune in terms of lost revenue.

The company set about beginning to reverse these feelings of unspecialness that customers were experiencing. It wasn’t that there was anything particularly bad that customers could mention but there was nothing, either, particularly good. Comments such as: ‘we just feel like we’re being processed not served’ were quite common. 42 chapter four Defining customer service excellence Following are what I would consider to be the seven most important elements in making a customer feel special, over and above solving their initial problem or basic concern.

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