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Key Issues for CRM: Enhancing Customer Experience and Managing Multichannel Service

This piece discusses critical aspects of Customer Relationship Management (CRM), emphasizing that success isn't simply about individual sales but rather maintaining happy customers and cultivating loyalty. With insights from Gartner, it highlights how dissatisfied customers can negatively impact businesses, emphasizing the importance of evolving customer service practices to address multichannel needs. Organizations must rethink their strategies, focusing on delivering a superior customer experience through informed interactions, continuous support, and tailored applications.

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Key Issues for CRM: Enhancing Customer Experience and Managing Multichannel Service

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  1. JORDAN SZENICER • KEY ISSUES for CRM • CRM – Success or Failure – When should an organization be complacent? • Successful CRM ≠ individual sales. • For CRM to be successful, current customers need to be kept happy, and new customers need to become returning customers. • Ex: Coupons • Gartner: • “Unhappy customers may be abandoning companies and their products in great numbers” • “Dissatisfied customers cost enterprises large sums of money and damage to the brand.” • Moving Forward: Which CRM areas need the most attention?: • Customer Service Contact Center • Workforce Optimization • Voice of the Customer (VoC)/Enterprise Feedback Management System • Social CRM $UCE$$ WRONG You successfully get a customer to buy your product. You collect their money The customer continues to buy your product in the future http://my.gartner.com/portal/server.pt?open=512&objID=260&mode=2&PageID=3460702&id=1589014&ref=g_sitelink

  2. JORDAN SZENICER • KEY ISSUES for CRM • How can organizations best improve their customer experience? • Understanding the “before, during, and after” of a customer interaction: • Not just a sale  a potential relationship • Discerning customer interactions can create not just any customer, but a loyal customer. • Ex: Amazon • Move to a context-sensitive dialogue with the customer • Don’t generalize! Don’t assume! • Who, Where, What • Arrive at an outside-in set of customer processes • Design and test your customer service processes directly with your customer base. http://my.gartner.com/portal/server.pt?open=512&objID=260&mode=2&PageID=3460702&id=1589014&ref=g_sitelink

  3. JORDAN SZENICER KEY ISSUES for CRM How will the contact center evolve to handle multichannel customer service? Mobile • Problem: • Current customer service and support (CSS) applications for contact centers were not designed to support multiple communication channels! • Gartner: • “Through 2016, 75% of current CSS apps in the contact center will require an overhaul to keep pace with shifting business needs” • Revamping CSS = Costly Process • Automation? Saves money but potentially less satisfying to customer. • Potential savings in CSS would be mitigated by any drop in customer satisfaction. Web On the Phone Channels Social Media In Person http://my.gartner.com/portal/server.pt?open=512&objID=260&mode=2&PageID=3460702&id=1589014&ref=g_sitelink

  4. JORDAN SZENICER • KEY ISSUES for CRM • How to sort through the CSS vendor playing field? • CSS apps ≠ domain general. • Usually tailored specifically to individual organizations’ needs. • Glut of CSS vendors crowding the CSS application playing field. • What should an organization do? Single-channel apps Multi-channel apps Industry-specific apps • “More than half of customer service applications are custom-built” (Gartner) Organization http://my.gartner.com/portal/server.pt?open=512&objID=260&mode=2&PageID=3460702&id=1589014&ref=g_sitelink

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