| Experts Corner |  CRM investment is wasted if the intelligence it delivers fails to influence despatched communications. How can businesses ensure that money spent on CRM analytics actually begins to benefit the messages that are delivered to customers and prospects?
David Jefferies, Marketing Director, Pitney Bowes
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 Seven Ways to Reduce IT Costs with Master Data Management
Information Technology managers are facing a dilemma given the current economic climate – despite budget cuts, companies do not expect reductions in the service levels provided by IT to the business. Under such circumstances, how do you maintain or improve service levels, and continue to run the business efficiently?
by Ravi Shankar, Senior Director of Product Marketing
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| Abstract: As customers become more demanding, mobile, and sophisticated, contact centers need to use every weapon in their arsenal to ensure that the service they provide exceeds expectations. Video is the most recent innovation savvy organizations are evaluating today to both enhance service operations and enchant their customers. Consider video for:
• New opportunities for self-service: New Interactive Voice and Video Response (IVVR) solutions offer a visual user interface for menu presentations yielding faster navigation and richer services.
• More effective technical and installation support: Providing video clips for frequently asked technical questions will decrease call time significantly. The caller can replay the video as needed to see what comes next and what if any steps they may have missed.
• New branding and advertising opportunities: Video can enable innovative solutions such as playing targeted ads to callers on hold and the use of avatars in video menus to further reinforce corporate branding.
• Enhanced agent effectiveness for complex sales: Video is also an effective tool that agents can use to better assist customers and speed purchasing decisions. Once the caller has explained their requirements, the agent could provide video clips for the 3-4 products that best suit their needs. The caller would then be able to quickly compare each product’s feature set and price to quickly reach a decision.
Being the first to offer a more engaging and useful customer experience will definitely pay off in future loyalty. And, it may not be as difficult as you think to implement. Today’s more advanced IVR platforms already offer video capabilities and VoIP ensures that applications can seamlessly handle both voice and video in the same call. When considering any new technology, it is important to remember that time is of the essence – today’s competitive advantage will soon become tomorrow’s norm. |
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| Author: By Jim Rembach, SVP |
| Doc Type: Article |
| Pages: 3 |
Format: PDF |
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| Abstract: For many companies, the contact center is the most important component in relationship management. Yet very few companies recognize and leverage this fact. In most companies, Sales and Marketing get all of the credit and attention while the Contact Center is seen as a very distant relative. Sound familiar? |
| CRM Function:
CRM ROI | Customer Retention |
| CRM Methology:
CRM Strategy | |
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| Abstract: As companies move further into the 21st century with each passing year, firms in a variety of industries including HR, Telecommunications, Energy, Financial Management, Aerospace and Information Technology (IT) are seeking more efficient and effective solutions to managing customer relationships and client and customer service. As a result, many small, medium, and large companies are turning to the use of web-based Customer Relationship Management (CRM) systems to serve such needs as their firms grow and expand. |
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| Author: By Gregory Stebbins, Ed.D. |
| Company: People Savvy |
| Doc Type: Article |
| Pages: 2 |
Format: HTML |
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| Abstract: My Customer is Ticking Me Off!
That was the recent comment I heard from a seasoned sales professional. He then described the customer’s controlling nature including how he would often interrupt, and want answers in Cliffs Notes version.
The sales person had a style mismatch. He was choosing to be upset by the customer’s actions.
After letting him unload, I asked him how he’s adapting to the customer.
“Adapt?” he asked, puzzled.
I said, “You could just live in your hurt feelings, like you’ve been doing. Or you could choose to pay closer attention to your customer and work with him the way he wants to be worked with. Specifically, allow this customer to have control over the sales call, give him the information he needs in the timing he needs it, and allow him to cut you off.”
Ultimately when you allow your customer to win, you’ll end up winning too. Your customers don’t necessarily want to be your friends. They want to be your customers because they need your products and services, don’t they?”
How toMake Sales, Not War
War metaphors such as “It was a hard fought battle” or “We had to punch the proposal through their defenses” are often used to describe the sales process. However, a more elegant and effective sales close approach is to give the customer what he or she wants in the way they want it with a nice ribbon around the package.
When the customer perceives you as the expert who really understands what he or she needs and when you give it to them in the way they recognize as serving their needs, you automatically turn an adversary into an ally. This will turn your customers into lifetime customers.
The Ultimate Secret to Turning Customers Into Lifetime Customers
Many companies struggle when differentiating their products or services. When you know how to adapt your personal selling style to align with that of the customer, you become the point of differentiation.
This requires you to be very aware of your approach to selling and the customer’s approach to buying.
For example, high-steadiness behavior types hate change. When a sales person shows up, he or she represents change, and that alone is enough to cause the customer to freeze. High-conscientious types often want detailed facts and figures, delivered with precision.
We’re most successful when our approach is identical to the customers. So you may find it beneficial to adapt your approach to theirs, even if it’s not your natural style.
Salespeople who have learned the secret to adapting profoundly increase their sales because they possess the ability to sell to different kinds of people.
How to Identify Your Style and the Style of Your Customers
I gave the person I was coaching the following explanation so he could identify his style and the styles of his customers:
“D” Behavior– Demanding, directing and domineering. Individuals with this behavior style are usually ambitious, bold and impatient. They can also be argumentative and stubborn.
“I” Behavior– Interacting, inspiring, and influencing. Individuals with this behavior style are often expressive, charming, optimistic, cheerful and enthusiastic.
“S” Behavior– Supporting, stabilizing and steadying. These individuals are usually loyal, calm, patient, cooperative and humble.
“C” Behavior– Conscientious, cautious and correcting. These individuals are often diplomatic, meticulous, private, incisive and exact.
How to Put This Knowledge Into Action During Two Key Stages of the Sales Process
Opening the call:
· Customer behavior type D: Be clear, specific, brief, and to the point.
Customer behavior type I: Be friendly. Listen for both facts and feelings. Make time for relating and socializing.
Customer behavior type S: Be genuinely sincere. Create a non-threatening environment for them.
Customer behavior type C: Ask lots of questions and be patient while they answer in minute detail.
Obtaining commitment:
Customer behavior type D – Briefly highlight their key options and ask for the order assertively.
Customer behavior type I – Inspire them to action. Keep the close relaxed and friendly.
Customer behavior type S – Detail how they can take practical action and confirm without pushing or rushing them.
Customer behavior type C – Create a scheduled approach to implementing action with step-by-step timetables. Point out guarantees.
You can double or even triple your sales by getting a grasp on your customer’s behavioral style. It will make a difference in your sales figures and will turn one-time customers into lifetime customers. |
| Topics:
Customer Service | | | CRM Function:
Customer Loyalty | |
| CRM Methology:
CRM Strategy | |
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| Abstract: When your customers buy an important product from you, they trust your company will support them after the sale. In many companies, this trust is being violated. Customers are experiencing “customer service blow-offs” and translate these experiences into your company saying:
“You’ve already bought. Now our priority is getting more new customers”.
“You want service? Go figure it out on the Web or wait on hold for one of our poorly trained customer service representatives”.
Per my company’s research findings, the damage from poor Customer Service Call Center experiences is serious. Here’s how…
Sharply reduced willingness to buy from the company: 86.3%
Negative perception of the company: 98.9%
Sharply reduced likelihood to recommend the company to others: 91.5%.
Poor Customer Service is Not Company or Industry Specific
Companies spanning all industries and sizes are hurting their company image and credibility with their customers due to poor customer care experiences.
In fact, in one of our recent studies about the impact of poor Customer Service Call Centers, we discovered that two-thirds (66%) of professionals rated their recent Customer Service Call Center experiences as negative or neutral. Only 34% report positive experiences with Customer Service Call Centers.
This alarming statistic demonstrates the strong need for companies to focus on customer service, if they want to keep customers and grow their business. The first step in improving and re-engineering your Customer Service Call Center, is to know exactly what customers want.
Top 7 Customer Service Improvements Your Customers Are Begging For Now:
Issues resolved in a single call by one customer service representative who speaks clearly, understands their needs and has access to customer records quickly.
Customer-friendly experiences including an easy-to-use menu with a minimum of clutter to quickly reach a representative.
The ability to call back the same rep, should the need arise
Don’t out-source customer care centers. In our recent research we discovered that most professionals (98%) report a negative to neutral impact when Customer Service Call Centers are located offshore or outsourced in the United States
Adequately trained representatives who know how to actually solve customer problems, and who will provide customers with a case number they can use for credit if they do not receive great service.
Rapid access to a live person from a company with sufficient staff so customers are not on hold for more than five minutes.
The ability to speak to a highly-qualified supervisor quickly if the customer problem is not resolved in an efficient manner.
Here Are 3 More Tips to Help You Improve Your Customer Service Call Center
Do not view customer service centers as cost centers. These are revenue-generating centers. In your rush to cut costs, you must consider the financial ramifications of losing customers due to poor post-sales experiences. Positive customer service call center experiences solidify relationships between your customers and your company resulting in more future sales.
Do not cut back on training, quality control procedures and investments in Customer Service Call Centers. The damage from poor customer service call center experiences have significant impact on repeat purchase likelihood and willingness to recommend the company
Personally check your Customer Service Call Center to see if it’s up to your standards. Take note on the amount of time it takes to get a live person or just to navigate the phone tree. Experience the frustration of talking to someone who is not a native speaker. Ask questions that are not in your pre-made scripts and experience the irritation you get when you talk to someone who is not familiar with the product or service they are selling.
By improving their customer service call centers using these guidelines, one of our clients, Golden Rule Insurance improved their sales conversions by 88%. You can expect to achieve this magnitude of increases to your bottom line as well when you follow these proven customer service call center techniques. |
| Topics:
Customer Service | Call Centers | | | CRM Methology:
CRM Strategy | |
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