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Why a customer-centric work culture is a must for every organisation?

Customer satisfaction management is a must for every business to survive in the long run. But do we have the tools to track feedback from our consumers? It is important to keep customers happy for brand success.

Each one of us knowingly or unknowingly are into customer satisfaction management. It could be internal customers or external customers. Internal customers include our own colleagues, family members, siblings, friends etc. In the competitive business world, customer engagement and relationship management is crucial whether it is existing customers or prospective customers.

How often have you referred a product or service, because the organization ensured Wow factor in every touch point or interaction with you?

In my opinion,  if you keep at least 80% of your customers happy, the business will continue to grow through referrals either through personal interactions or through social media, which can make or break your business. Just think, how many times you have used the social media to collect feedback and information about a product you are planning to buy or service you intended to use.

Customer Satisfaction Management: It’s important that you keep your existing customers satisfied, as they give you repeat business and let you farm by giving high value business, as long as they are satisfied and can be your best ambassadors. Keep them satisfied and farm from them, by ensuring the following.

Engaging them on a regular basis: it could be through a quarterly communication of product and services updates, involving them in some surveys or feedback initiatives, inviting them for events or a simple phone call / personal visit to check out, how you are serving them and how satisfied they are. Building loyalty by ensuring satisfied customers is imperative. Approximately 80% + first time customers buy after taking inputs from internet
and referrals.

Listen to them: Listening to your existing customers without waiting for a chance to speak or defending your product/service or yourself is the mantra. Show you are genuinely interested to help solve their pain areas, by empathizing and assuring that, their pain area will be fixed within a specified deadline. Ensure you fix the issue before the promised deadline by delivering more service than promised. Every employee must be trained to exhibit customer-centric work culture. 

Social media and sentimental analytics: 

Keep track of what your customers, partners, employees, competitors and vendors are talking about you in the internet world. Be proactive and ensure the issues are fixed, as negative things written about you can go viral in hours sending you out of business, whereas positive feedback may take years to convert to business. Invest in technology. Use Data Analytics / Business Intelligence which will provide you valuable insights to take well informed decisions. It will help you identify buying patterns of customers, identify lacunas and show stoppers in your service, increase productivity, stop prospective churn customers by doing business elsewhere etc.

CRM (Customer Relationship Management)

These days’ organizations spend lot of money to build brands, spread the awareness, increase market share, build prospective customer base etc.  The irony though is that, SMEs and few large organizations, have no uniformity, defined fool proof process and strategy. Moreover, they store their leads, prospects and opportunities in spreadsheets or word processors by risking the loss of valuable data which goes with the sales or marketing person managing it, resulting in huge loss of

money and time.

CRM in short is the process of keeping existing and prospective customers satisfied through focused interactions, providing excellent customer service through call centers, e-mail, web etc.  These days there are lot of CRM tools in the market like Salesforce, ENJAY CRM, Microsoft Dynamics, Oracle, SAP etc.to name a few.

The few advantages of using CRM systems are as follows:

1. Maintain the communication / interaction records from the time a lead is identified until the process of converting the lead into opportunity, submitting proposal, closing the sale etc. All at the click of a button. Organizations can define the process flows, SLAs and the templates required for various stages. The individual and the top management can track the progress through dashboards and
various reports.

2. CRM systems when used for marketing, sales and customer service helps organizations to customize their offerings to meet the customer / market needs. These days most of the CRMs can be integrated with social media like Facebook, Twitter, LinkedIn and Instagram etc. to spread awareness and track feedback.

To conclude, it’s imperative that organizations ensure customer satisfaction management and use customer relationship management tools to grow their businesses by hunting and farming. There are lot of tools which are available on cloud model / SaaS / Onsite model with Mobile accessibility for people on the move. russel

About SPI Group

SPI Group is a well known publishing house in the Middle Eastern region. The group has three premium publications namely Intelligent SME, Robust RAK and Apps Middle East under its porch. The group also conducts the Emirates NBD Global Business Series, The SME World Summit and The Global App Summit.

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