In previous pages, the discussion hinged on the fact that crm systems must get customers to know, like and trust you, in order to gain their loyalty.
The process of getting a customer to know like and trust you can be automated but, the automation process cannot supersede the human interaction that is experienced once in your establishment.
A compelling statement about customer service was made by David McCallum, Nielsen’s Customized Services’ global managing director, when he stated:
That statement is a reminder that bad news travels fast and even if crm systems did everything they could do; if your customers do not feel that your service is up to par, all of you hard work will be martyred by the fact.
Customer service is the glue that holds all your CRM efforts together. To make your customer relationship building flow smoothly and effortlessly, you must have a protocol in place.
Having a system takes the guesswork out of building a business because it automates every step in the business so that it can run without uncertainty and understand where problems arise.
Because there is always protocol to follow in every stage in the relationship building with the customer, if there is a problem a system provides you a way of going back and finding out where the breakdown occurred.
Organizations can then run seamlessly because it provides a blueprint for every stage in a customer’s interaction within their organization.
Superior systems have these 4 steps:
Follow these steps and your system will you assist in creating relationships with your customers that will flow easily and effortlessly to building the profitable business you want and deserve.
“I would recommend this program to absolutely anyone because it has definitely created loyalty! There is so much competition in larger cities and when we opened our second location in Burlington, IA we needed to do something to set our bakery apart. I can think off the top of my head at least 15 customers who eat here 4 days a week just because of the card, where as before they would come only once a week. It has really worked well for us and has created a word-of-mouth to where we don’t even have to “sell” it anymore. It has been a win-win for both our business and our customers.”
* Martha Wolf
The Ivy Bake Shoppe & Café