CRM technology is just one of many tools that can assist in achieving customer satisfaction. CRM technology is very definitely effective, if used correctly, in making the process much more efficient. However the focus and starting point for any Customer Satisfaction endeavor should be with the CUSTOMERS and not just keeping good records of how you manage the customer.
Customer Satisfaction starts and ends with your customers. This should include ALL customers. A common mistake made is to ignore the power of internal customers. Often organizations, who sell themselves as customer focused, embark on beautiful campaigns with powerful slogans yet when you speak to their internal customers only a few rate 'Customer Service' as their main focus in the company. If Customer Service is even mentioned at all! The first step should very definitely be to involve your internal customers. Train them and make them part of the process for complete buy in and to champion the Customer Service initiatives. It is important to recognize the dynamic of the internal customer's role in satisfying external customers. This is where the Customer Relationship should start.
Next you should include your customers. You cannot manage a relationship with a customer if no such relationship exists to start with. You need Customer commitment to want to force a relationship. Customers know an act when they see it. Customers do not want lip service, if you say something you need to do it when you said you would. Customers often perceive companies' words and actions to be conflicting. To build real relationships with your customers you need to be passionate about them. The ultimate aim would be to create loyal customers as they are much more profitable. However this should not be the driving force behind the relationship. Forming successful partnerships with your customers involves effort. Successful relationships are based on mutual trust and respect. When you take the time to get to know your customers and build a solid foundation of trust and respect they will pledge their support by opening their wallets.
We can all create beautiful campaigns telling our customers we care and support this by buying all the latest technological advancements. This act alone will not succeed in satisfying customers. There is very definitely a ROI on most CRM activities, however you cannot expect the system do it for you. CRM technology should focus on the process between your people and your customers and cannot by itself create customer satisfaction. CRM technology lacks the people element, the face to face and the ability to put a name to a face. It dehumanizes the customer relationship. Only once you are prepared to take the effort, pledge your dedication, commitment and instill a true Customer Service culture where Customer Service is everything everybody in your company say AND do will you be able to build strong and lasting relationships with your customers.
