Definition – what is the customer relationship in business?
Also called Customer Relationship Management in English, the customer relationship is the set of tasks involving interactions with the customer. Prospecting , mission management and after-sales service are all activities that aim to maintain customer relations within a company.
According to the definition given by Ecommercemag.fr, the customer relationship is: “all actions aimed at increasing sales by creating and monitoring a relationship with customers.”
The 5 keys to successful customer relationship management
The objective of a good customer relationship is to bring added value to customers. For this, it is essential to know how to organize in order to know the preference of the customers. The manager of the company is the one who is responsible for developing a good strategy with the help of the teams he leads. From marketing managers to production managers and quality managers, all members of the company must contribute and work in the same direction to guarantee customer acquisition and retention.
We have identified five priorities for successful customer relationship management.
1. Listening to the customer
Listening consists of taking into account the expectations and perception of customers to decide and act. By taking into account customer reviews you:
- show the customer your interest
- identify the specific needs of the client
- prepare a good sales pitch
- sell better because of this
- succeed in establishing a solid and long-lasting customer relationship between your client and your company
2. Defining a good strategy
The Customer action plan must be one of the fundamentals of business management. It is developed in four stages:
- the choice of its positioning value for money targeted
- identify the main targets to be reached: which customers do you want to retain?
- develop desired customer experiences for target customers
- improve on a daily basis to build customer loyalty
It’s a process that involves knowing not only your customers, but also your competitors. It requires you to define your vision for the company’s culture: the way you want to be perceived by your buyers, the position you are aiming for in the market, the ideal service or product you want to deliver. It is also work that requires the participation and collaboration of all the company’s stakeholders, starting with management.
3. The importance of using CRM software
The use of CRM software is essential today in any company for its development. Customer relationship management software is an information system whose role is to centralize all information as well as interactions with your customers and contacts.
Thus, all the company’s departments have up-to-date data to fulfill their role. Marketing is responsible for identifying and targeting potential customers. Sales reps prospect and sell using their best assets. Customer support addresses customer concerns and improves their reviews. Logistics takes care of stocks and deliveries. The department responsible for the analyzes evaluates the results and ensures the continuous improvement of knowledge of the customer.
The main components of a customer relationship management tool are the centralization of data for all customers, the preservation of the history of each customer, the accessibility of information for all workers and the updating in time. real information.
4. Customer experience design
The design of the customer experience is a practice that is based both on the formalization of your customer’s journey by taking into account several channels, and on the diagnosis of each target customer. It consists of noting their expectations on the customer journey, but also their negative and positive experiences. It is then necessary to draw up a diagnosis on the basis of which an improvement phase is developed to boost the challenge of customer enthusiasm.
5. The multi-channel approach
The multi-channel approach is a method that allows you to have access to your customers through many channels. You can thus contact your customers to advertise this or that product. This technique plays several roles, namely: reminding the client of your presence, making him aware that you are listening to him and at his disposal to help him find solutions to his problems. This approach is done through emails, telephone, SMS, postal mail, social networks or websites.
Without customers, there is no business! Customer relationship management is a management strategy aimed at customer satisfaction and fostering loyalty. One of the essential factors for the growth of a business is the optimization and maintenance of a good customer relationship. Therefore, you must take care of your customer relationship to make your business successful. By respecting the principles mentioned above, you can make your customers happier.