CRM Systems Enhance Customer Service, Not Replace It

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:

“Furthermore, given that nothing travels faster than bad news—with estimates that reports of bad experiences outnumber good service reports by as many as 5:1—the importance of responsive, high quality customer service is yet again highlighted.”

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:

Step 1: Attention, Attention
Step 2: Collection
Step 3: Reward
Step 4: Follow-Up

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.


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