Why Personal Relationships Matter to Your Organization & How You Can Start Building Them



On a scale of 1 to 10 (1 being the most dissatisfied and 10 being the most satisfied), how would your customers rate your business when it comes to customer service? Now, ask yourself the same question. How would you rate your business when it comes to customer service?

Multiple studies and customer polls have unveiled an interesting observation about customer perception versus company perception. There seems to be a stark contrast between how a company states it treats its customers and how it actually treats them. This dichotomy has led to significant customer frustration and tension between companies and their customers.

If we were to be honest, all of our customer service situations could use some improvement. Long wait times, customer frustrations, and misinformed customer service reps can create for an extremely dissatisfactory experience. Add to that the fact that every time a customer calls in with a question or problem they are required to repeat the same information multiple times on a call, and you have a recipe for disaster. 

Why are customers so frustrated with the service they are provided?

The main source of contention between companies and their customers is one of a personal nature. When a customer calls or walks in, they want to be known. They do not want to have to answer the same questions about their recent purchases every time they call; they want to talk to someone who knows their history and can help solve their problem quickly and efficiently.

Unfortunately, most of today’s companies serve hundreds upon thousands of customers each year and remembering the details of each and every one of them is futile. While we all have the best of intentions, sales representatives and customer service agents simply cannot remember every detail about every customer. This is where customer relationship management (CRM) software comes into the picture.

CRM: A more personalized approach to customer management

CRM software is designed to be the brain behind your organization. It steps in where you cannot and fills in the blanks to important customer information without you ever having to utter a word. With CRM software, you can track customer histories, customer interactions and inquiries, and customer responses to marketing campaigns all within one system, giving you insider knowledge into what makes your customers tick. This, in turn, can help you better personalize your approach when they call with a question or concern.

For true improvement in customer satisfaction, personalization must permeate the experience at every touch point. Discover how you can use CRM to bring greater personalization to your customer service interactions. 

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