Imagine you get a call from an angry customer explaining that the product you sold them has malfunctioned in some way. You send an employee to fix it or ask them to return the product for a replacement. Sorted.
But what happens if the same customer rings back with the same problem?
It might not happen often but, if it does, that customer is going to be understandably frustrated.
And when they realise the call handler has no recollection of the previous incident because either they are a different employee or they have dealt with hundreds of enquiries since then, the caller gets even more annoyed.
It doesn't look good.
Even though it stands for customer relationship management, many businesses don't often use the words customer service and CRM in the same sentence...
Improve your customer service with a CRM
A good small business CRM allows you to record these calls and take notes about your conversation, so anybody in your business can read through them and know the customer's situation.
The customer then doesn't have to keep repeating the problem and quickly learns that the company really does care!
The engineer you send round can then read through the notes so they understand the customer's problem before they even set foot in the house.
The conversation your employee has can be built around the customer's previous experiences - enabling a personalised approach to conflict resolution. It's the LOVE YOU part of Inbound Marketing which clearly demonstrates that your company values its customers.
It's not just about existing customers
What about the leads you have that are calling you for a bit more information about your products or services?
The same process for recording these interactions can do wonders for your sales team and the experience your leads have when communicating with your business.
Here's an example of how this can stop you from looking... well, stupid:
Imagine you're selling Fire & Security systems.
One of your top leads visits your website. They want some information about your commercial fire alarms, so they fill out a contact form asking you if you can fit a system for a 12 storey building.
Your office staff receive this and call the lead to say that this won't be a problem. The lead thanks your employee and says he'll have a think about it and call back.
Great, matter resolved! The employee makes a note of the call on a spreadsheet and thinks no more of it.
Except, one of your sales team also got the same email that your office staff did and doesn't have access to the note on the spreadsheet.
So, 10 minutes after putting down the phone to your office staff, this lead gets another call about the enquiry from sales. It makes your business looks unorganised and your chances of closing that lead into a customer are significantly reduced...
In this situation, an online Customer Relationship Management tool could have prevented your employees from pestering a potential customer.
Avoid mistakes like these...
A CRM can be used to track this information, in real time, so everyone in your business can have access to your contact records, staying up to date with every interaction.
And the best part about using the Hubspot CRM? It's free...