| Experts Corner |  Communicating intelligently with existing customers is critical, and marketing spend is heavily weighted towards this pool. But businesses cannot afford to neglect prospecting activity. So, what techniques can businesses adopt to ensure that the search for new customers is both targeted and cost-efficient ?
David Jefferies, Marketing Director, Pitney Bowes
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| Highlights |
 Getting Off on the Right Foot: Avoiding Common Master Data Management False Starts
Companies wishing to start a master data management (MDM) project may be unsure where and how to begin. After all, MDM is a journey and success or failure at the first step either defines or dooms the further evolution of the project.
by Ravi Shankar, Director of Product Marketing
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| Abstract: The notion and importance of effective customer relationship management in the public sector is not new. The CRM National Project was part of the Implementing Electronic Government (IEG) schedule for local authorities which came to its conclusion at the end of 2005. However, sceptics have tended to comment that the real work around implementing CRM in the public sector really started after the main eGovernment deadlines had passed. |
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| Abstract: First of all, it is important to understand that unified communications no longer simply refers to next-generation unified messaging solutions. Today, the term is used to describe solutions that increase the productivity of whole organizations and individual users via business applications and processes that have been enhanced with communications functionality. For example, contact centers that provide agents with a “click-to-dial” button from their CRM or desktop applications can eliminate manual dialing errors. While this might not seem to be an issue that needed to be addressed with technology, it was for one of our clients in the financial services industry. They found that approximately 10% of agent outbound calls were misdialed. By providing a click-to-dial button from within their SalesForce.com solution, they solved the problem and saved approx $140/1000 misdialed calls.
Unified communications also allows contact centers to create new ways of routing calls and seamlessly incorporating more of a company’s knowledge workers. With presence and skills data, contact centers can tap experts, no matter their location, into the service process. Without ever leaving the customer, applications that check on the availability of knowledge workers within the enterprise, but outside the contact center, can provide agents with a quick IM method for gaining the information needed to complete a call. If a transfer is required, all the contact details can be sent as well, eliminating the need for the customer to repeat themselves.
Unified communications is poised to change the way contact centers communicate and even collaborate with customers. However, it should not be viewed as an isolated technology, but a part of an integrated strategy that optimizes all aspects of the customer contact process — from IVR automation through expert handling. Taking a more holistic approach will ensure the best experience for all your customers. |
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| Abstract: Customer relationship management, or CRM, has had as one of its first and major principles the idea of treating customers consistently and appropriately “across all touchpoints”. However, until recently, the range of touchpoints has conveniently missed out two essential areas of regular contact – namely statements or bills, and the checkout. |
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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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| Abstract: The biggest challenge faced by many CRM resellers is the negative reputation that often comes with the software. Gartner estimated that more than 50 per cent of all CRM implementations were deemed failures in 2006. |
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