Many firms recognise the importance of establishing and sustaining mutually beneficial relationships with customers and have developed customer relationship management (CRM) strategies. In this course, we examine CRM as a business strategy that integrates internal processes and external networks to create and deliver value for targeted customers and for the organisation. We will take a broader view of ‘marketing’ than just designing a product, advertising, pricing and distributing it to consumers. It examines the role that stakeholders, such as internal staff, suppliers and influence groups, play in shaping relationships with customers.
Tools For BCL
The Customer service Tools
• Effective customer relationship management means organising your business to focus on the needs of customers.
• Setting out the levels of service you plan to offer different customer types. For example, you might assign key account managers to your most profitable customers.
• Ensuring that all customer-facing employees have all the information they need to effectively serve your customers. Empower them to act independently, where possible.
• Draw up procedures for handling customer contact. For example, standards for speed and courtesy when answering phone calls.
Identify and address weaknesses that could affect customer service
• Choosing reliable suppliers
• Building good relationships so they will help you out in a crisis.
• Setting up a production process that minimises defects, rather than relying on inspection of the finished product.
• Establishing systems and cross-checks to ensure that every order is correctly executed (the right product delivered to the right address on the right date).
• Make sure you have the capacity to fulfil orders and provide quality service.
Develop strategies for providing a personalised service
• Personalise all communications and the email addresses of customer-facing employees
• Giving each customer a named account manager
• Give key customers benefits which are particularly visible
• Only make promises you can keep e.g. if you say you will speed up delivery for key clients, ensure you are able to fulfil this
Aim at Reducing and Managing Complaints
Having a customer complaint process is vital for every business. You will learn why customers feel they need to complain and what they expect to achieve from it, whilst also learning how a good complaints process can benefit your business.
• Receiving Complaints
Complaints can arise through a number of different forms, from phone to social media to in person. Here you will learn how to react to these complaints and how to structure any response to the complainant.
• Investigating Complaints
Any complaints you receive need a thorough investigation process. Here you will learn about what considerations need to be taken into account when deciding to investigate a complaint, and the 3 steps to carrying out an investigation. You will also understand how to deal with the complaint with impartiality.
• Use Complaints to Improve
Finally, you will learn how to review your complaint handling process and examine other ways to reduce the number of complaints you receive.