A good quality Customer Relationship Management is the base of a phenomenal brand

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Keeping pace with rapid changes in the business and market is necessary to create and keep a customer. Today’s market requires getting close to the customers, so close that you tell them what they need well before they realize it themselves. This is what Steve Jobs, the co-founder of Apple, believed in since the beginning. His belief tells us a lot about the tremendous success of Apple INC.

According to Steve Jobs, the design of the company’s customer experience reflects the hallmark of their product. Apple’s X-factor can be summed up in two words, user-friendly. With its seamless customer journey, Apple has created an image which is now beyond commerce. It had been stated once in the New York Times that “The business of Apple should have been dead 15 years ago, but it was the people who said we’ve got to support it. ” This is the best example to show that influence on your customers can highly impact your survival.

Though the importance of customer relationship management has been understood, developing a CRM program involves understanding the general human nature regarding the product, their expectations, factors that can make them happy, sad, cheerful or aggressive.

Developing a strong relationship with the customer is not a laborious task and can be done by making fine adjustments to the policies and strategies followed. Here are some easy everyday tips that can make differences if adapted sincerely-

  • Quick response to the issue of customer
  • Avoid asking the same information from the customer repeatedly
  • Every customer is different, you should be able to handle surprises, sense the customer’s mood and adapt accordingly.
  • Clarity in communication. Use authentically positive language, stay cheerful no matter what and never end a conversation without knowing whether a customer is satisfied or not.
  • Practice active listening so your customers feel heard.
  • Remain updated in terms of technology so you can connect instantly
  • Provide extra knowledge which you think would be required or related to the issue of the consumer
  • Take advantage of the negative feedback, be sporty enough to accept it and take corrective measures
  • Usage of tools to go the extra mile. Companies such as Salesforce.com, Microsoft, SAPandOracle provide a full suite of CRM and related products that cover marketing, sales, and service.
  • Give your customers a way to provide feedback, because no matter how pro-active you are, you’ll never be able to get in front of every customer issue.

It is worth a thought how these little steps can play a major role in accretion of sales and development of the brand. Sales today means fulfilling the buying needs of the savvy customers who do their own research to determine which vendors they want to engage further.

Also, providing quality services to your customers helps your business in ways you might not have thought before-

  • Formation of Brand Image by a word of mouth

A customer communicates his opinions about your product or service to ten more people which are further communicated, and unknowingly a network relating to your product image is formed.

  • Repeat Business

Some organizations maintain such good customer relations on a global scale, that their repeat business is commendable. Customers have full faith that if something goes wrong, they will be supported. Apple is the best example, it breeds tremendous loyalty firstly because its products are excellent and secondly its customers are treated very well by the representatives.

  • Extension in Selling

Great services provided to customers at every stage makes the customer keen to buy more of your products and services. 

  • Identification of new products, hence new opportunities

Discovering the reason for complaints, interactions with your customers and taking up their recommendations may help you identify opportunities for new product or service. Since your new products/services will be based on customer recommendation you will surely feel confident about it.

It is time we realize that the era we live in does not measure the growth and stability of a  firm with its sale and cost, but by the lifetime value of customers that have been developed and it is not the customers job to remember you, but it is your obligation and responsibility to make sure they don’t have a chance to forget you.

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