CRM Experience Management is Uncommon Sense
Motives Determine Customer-Centricity
Motives are at the heart of our listening habits. Think of your friendships. When a friend doesn't listen, you can bet they're preoccupied with their agenda. They may believe they've heard it all before, and perhaps they believe your thinking is inferior. Maybe they're too rushed, or deep down, they fear what they may hear, or maybe they can't wait to tell you what they think.
Contrast this situation to an instance when a friend listens intently, then strives to gain a deeper understanding, and then adapts to accommodate your preferences. The former scenario is a recipe for relationship disaster, and the latter exemplifies real customer CRM experience management.
A pure motive in any relationship is "to make it easier and nicer for the other party to get and use the solutions they seek". When this motive takes priority over your agenda, you are customer-centric. It takes a bit of faith to believe that your own needs will be met as a natural consequence of this pure motive. Yet you've probably observed this advice to be true in nearly any setting. Acknowledging this fact and demonstrating faith in CRM experience in it is indeed uncommon sense.
Easy & Nice to Get?
Far too often, customers find it's neither easy nor nice to get the solution they seek. For example, a CRM experience software program I've used daily for years suddenly announced in a popup box on my screen that a complimentary download of a new version was highly recommended.
There was no supplementary information about what changes would be made, how the changes might affect the look-and-feel I'm accustomed to, or how I might invoke the changes at a more convenient time. In the absence of this desirable information, I was left to assume "no action" on my part could result in security or operability issues.
What was intended by the CRM experience software company to be an easy and nice download was certainly not, from my perspective: the program I've been loyal to for so long suddenly re-arranged content and controls at a time when I was under significant pressure to complete urgent tasks using the software.
Uncommon sense: don't just assume what is easy and nice to get a good CRM experience; ask first, and avoid the temptation to assume that what works for one customer will work for all of them. Segmenting the voice of the customer data by customers' circumstances (rather than demographics or psychographics) is a better way to make it easy and nice for them to get the solution they seek.
Easy & Nice to Use?
Far too often, customers find it's neither easy nor nice to use the solution they seek. For example, the upgrade to another software program I've used for 15 years included extremely significant changes in the menu's look and feel. The CRM experience situation was akin to the New Coke snafu: in the pursuit to adopt CRM experience features prominent in the major competitor's product, loyal customers were taken by surprise, and an unpleasant surprise at that.
Over the years, I've contributed time and again to this CRM experience software company's revenue stream. To add insult to injury, I paid for this upgrade not only financially, but also with significant time and stress in transferring files and re-learning how to use the product that I've already been using for 15 years.
When I looked for answers to some of the CRM experience challenges I encountered I had to obtain a password to search through a mountain of frequently-asked-questions. Why weren't these surprises anticipated, with simple, stress-free guidance before and after my purchase?
Uncommon sense: know each customer segment deeply, double-check your assumptions, communicate clearly before their purchase, make it easy for customers to absorb and welcome the changes you make, and reward — don't punish — your loyal customers.
Importance of CRM Experience Management
CRM experience management is a strategic approach to improving the customer experience at every touchpoint.
It involves understanding customer needs and expectations and then designing and delivering solutions that meet or exceed those needs.
CRM experience management can have a profound impact on a company’s bottom line. A study by Temkin Group found that companies that excel at customer experience enjoy 60% higher revenue growth than their competitors.
Furthermore, happy customers are more likely to use a company’s products and services again, recommend them to others, and give them positive online reviews based on a good CRM experience.
In short, customer experience management is essential for any business that wants to succeed in today’s competitive marketplace.
There are many different aspects of CRM experience management, but some of the most important include:
- Identifying customer needs and expectations
- designing customer-centric solutions
- delivering those solutions consistently across all touchpoints
- measuring and analyzing customer feedback
- using that feedback to continuously improve the customer CRM Experience.
CRM experience management is not a one-time initiative; it’s an ongoing process that should be woven into the fabric of your organization. By making it a priority, you can create a competitive advantage for your business and build loyalty among your customers.
The benefits of providing a good CRM experience:
- Customer satisfaction and loyalty
- Increased revenue
- Positive word of mouth and online reviews
- Competitive advantage.
A good CRM experience is beneficial to both the customer and the company. The customer enjoys a positive interaction with the product or service, while the company gains a loyal customer who is likely to tell others about their good experience. In addition, a good customer experience can lead to repeat business and increased sales. Therefore, it is in the best interest of both parties to provide a great CRM experience.
Who benefits from a good customer experience?
A good CRM experience is beneficial to both the customer and the company. The customer enjoys a positive interaction with the product or service, while the company gains a loyal customer who is likely to tell others about their good experience. In addition, a good CRM experience can lead to repeat business and increased sales. Therefore, it is in the best interest of both parties to provide a great CRM experience.
The customer experience is becoming increasingly important in the world of business. A recent study showed that 86% of buyers are willing to pay more for a great CRM experience. This means that if you're not focusing on delivering an excellent customer experience, you're likely losing out on potential revenue.
So how can you improve the CRM experience? Here are four easy ways:
- Use CRM experience to track customer interactions and preferences. This will help you better understand each customer's needs and how to best serve them.
- Train your employees on the importance of CRM experience service and how to deliver it effectively.
- Make sure your website is user-friendly and easy to navigate. Customers should be able to find what they're looking for quickly and easily.
- Follow up with customers after purchase to ensure they're satisfied with their CRM experience. This can be done through surveys, phone calls, or emails.
By following these four simple tips, you can dramatically improve the CRM experience and, as a result, boost your bottom line.