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If the business mantra that you follow is 'The customer is always right', then understanding and treating your employees as your first customers will make you realize where you're going wrong and related corrective measures.
Using feedback to improve performance and product offerings
Make your employees realize that immediately addressing complaints is the one way to win over a disgruntled customer. Addressing complaints is the best way to not only win over customers, but is also a great way to know where your business is going wrong. Response time is vital, make employees realize that the sooner they provide a resolution, the easier it will be to win over the customer.
Hold workshops where employees can be divided into pairs, each taking turns in being an angry customer and a customer relationship officer. This way, they can know where they're going wrong and how to reach a solution. Brainstorming in such sessions will make all the difference and will give employees a new perspective.
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It's no secret that CRM software is very effective for addressing any customer related issues. Thus, to make the workshop a resounding success, keep incentives and bonuses for employees that make it their duty in the future to address complaints through the CRM software which will give them access to a holistic customer view and centralized solutions database. In addition, a CRM solution's content library can be used to share information internally and analyze available knowledge collateral.
Sharing holistic customer views to improve collaborations
The best way to ensure that employees realize how valuable customers are is by helping them understand and embrace the CRM solutions that the company has taken such pains to implement. CRM software is an all-in-one package that can help to retain customers and increase profits, not to mention, help improve internal communication and collaborations in an organization. However, it may be an uphill task convincing employees to login to the CRM software without clearly explaining its all around benefits. After all, let's face it, salaried employees will only be truly motivated to use a CRM solution, if they are convinced that it can help them perform better by automating repetitive daily tasks and enable them to build rapport with customers to improve relationships, thereby increasing cross selling and up selling opportunities.
A renowned CRM vendor found from their survey that nearly 80% of senior management executives stated that employee resistance was the biggest hurdle in implementing effective CRM solutions.
So, genuinely convincing employees about the strategic benefits of CRM solutions could go a long way in ensuring that they use this software religiously. One factor that may motivate employees into using CRM software for better customer service is that it helps increase employee efficiency. For example, mobile CRM aids in enabling salespersons in the field receive accurate and updated information on customers' needs. Thus, they can immediately visit and deliver a product to a specific customer as required.
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One skill set that a lot of employers tend to underestimate is soft skills. Addressing all customer complaints politely, even if the customer is absolutely livid and screaming his heart out, is a quality that any good employee must learn to cultivate. Have you noticed how most high end businesses have employees that speak in a deliriously cheery voice all through a complaint call by an angst riddled customer? There is a reason for that - a dreary, dead and disinterested voice is often reason enough for a customer to scream and complain into a telephone mouthpiece. Hence, having a small but effective soft skills talk with employees could go a long way in fostering employee-customer bonds.
At the end of the day, many customer services employees believe that they are merely salaried workers in a company and have no contribution towards the company's profits. However, the management needs to make employees understand that their performance will be judged on the basis of their customer interactions and satisfaction levels. Also, with a successful CRM implementation, employees can be offered incentives to cross sell using CRM tools that simplify identifying the most appropriate products based on customers' needs, purchase history and budgets.
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As mentioned earlier, every successful business believes that the customer is king. To make existing and potential customers believe they wear a crown on their head when interacting with any department in your organization - consistent active listening and enhanced customer experience must be maintained always. Your CRM solutions will motivate employees to be more sensitive to customer needs and make each customer interaction mutually productive and enjoyable.