Breaking Down the Barriers to Customer Relationship Success (Part 2 of 2)
Last week, I wrote about The Four Barriers to Customer Relationship Success in a Social World. This week, it’s time to give you a strategy – and a Clicktools sledgehammer – to break those barriers down.
As a refresher, the barriers cited in last week’s blog were:
- Many managers just don’t get it.
- CRM systems are implemented on the wrong foundation.
- Companies suffer from memory loss.
- Marketing is still a monologue.
The new fundamentals for customer relationship success require that we work harder to connect the dots between customers, CRM, and the company. Specifically, this means following some key principles:
- Build mutuality into culture. Remember, customers are always more important than company structures, so be ruthless in weeding out those old school managers who don’t understand the importance of the customer to business success. Support staff at every level, from the CEO down, to leverage CRM to deliver relevant, timely experiences to customers. Smash those organizational silos by insisting on a consolidated and up-to-date view of the customer across departments, populated with information collected across channels, including pertinent interactions from social media. Insist that people use these data in decision-making and their conversations with customers.
- Build CRM systems around the customer journey. Take down the barrier that “CRM systems are implemented on the wrong foundation” by taking an outside-in approach to CRM. Much of CRM software’s promise failed to deliver because the customer got lost in the design and implementation. Pipeline processes dominate implementation methodologies, but few generate a realistic view of how customers interact with the company. Smarter companies will structure their CRM system and processes around the experience they want to deliver at each step of the customer journey.
- Capture information once, integrate, and reuse it. Break down the “corporate memory loss” barrier by integrating different data types into CRM in real time. If a company is to serve a customer effectively at any point of contact, then all transactions, campaign responses, and feedback have to be made available at those points. Plus, companies can improve their insights and move from purely reactive to proactive communication. The information must also be used more aggressively to automate responses and/or trigger alerts for people to act.
- Engage customers in a dialogue. Solve the “marketing monologue” barrier by never exploiting customer information for purely selfish purposes. Engage in two-way communications and use customer information to their benefit – to serve and predict their needs better. Failure to reflect the needs of the customer in fundamental things like product design, offers, and even broader issues like corporate responsibility will reduce their willingness to engage and buy.
Clicktools Takes a Sledgehammer to the Barriers
Whether it’s a web form to create a new sales opportunity, a script to capture details from a help desk call, or a survey to measure the quality of the customer experience, Clicktools connects customers and CRM and YOU. You can leverage this connection across many channels, including capturing information via social networks, and automate many of the actions or responses to feedback, significantly reducing the cost and time required. Integrating feedback data into CRM (via Clicktools) ensures that insights and information are available to staff across your organization, allowing them to focus on delivering a great experience. From there, the sky’s the limit on how you continue to impress and delight customers.