Basically it's taking care of the customer as best as one can. This can be done by a series of different marketing practices that should be implemented throughout the company. Here are some best practices that I believe can make a CEM strategy excel at any business. Remember, if you hate getting on the phone with an automated "person", so will your customers!
If there's one thing I hate it's when I go to a company's website on my phone and the website is not optimized to mold to mobile. Make sure that all points of access to your company are smooth and easy to use.
If a customer makes a complaint and you don't immediately take action, remember an angry customer is more likely to talk about their experience than a happy customer. Pick your battles wisely.
More recently I've had a friend take a sales position, and now I feel like every time we try to meet up, it's just so she can try to sell me something that I'm clearly not interested. It's frustrating.
When you're working with business intelligence, be sure to only put information that is relevant to the company. Give them exactly what they're asking for. Otherwise, BI can get confusing very fast.
1. Build a flexible infrastructure
- Reduce customer efforts by allowing customization at all touch points
2. Omni-channel optimization
- Be present on multiple channels
- Make sure all channels are consistent and convenient
- Ensure all channels are receiving the same experience and message
The best way to provide great customer service is to respond in an appropriate manner. Whenever I have an issue with a product I've purchased, I just go straight to social media. That way, the company is quick to respond and I'll get my issue solved in about half the time I would have if I called in.
3. Integrate social media
- Customers are sharing thoughts and opinions on social media
- SM increases brand loyalty
- Helps businesses understand their customer needs or wants
Companies need to be on social media. It's basically free advertising! It also allows for the flexibility to follow them on Facebook, Twitter, Instagram, Snapchat, etc., this gives companies the flexibility to cater to all target markets.
4. Encourage, track, measure and listen
- Encourage customers to provide feedback
- Track and measure KPI's
- Analyze data and make changes
What are the point of analytic tools if you're not going to use them?! This is the best way for companies to track weather or not their customers are happy and engaging, hopefully positively, online! Klout is a great way to measure your online presence. It even shows you which posts are gaining the most engagement. Take advantage of the small things!
5. Invest in customer recovery process
- Train staff to acknowledge customers and take responsibility
- Allow optimal solutions and alternatives.
If a customer makes a complaint and you don't immediately take action, remember an angry customer is more likely to talk about their experience than a happy customer. Pick your battles wisely.
6. Build relationships
- Do not just try to sell a product.
- Talk to the customer to find a common interest that will help them believe you're not just in it for the sale.
More recently I've had a friend take a sales position, and now I feel like every time we try to meet up, it's just so she can try to sell me something that I'm clearly not interested. It's frustrating.
7. Talk to customers in real time
Talk to customers on the phone or through chat. No one wants to talk to an automated voice.Employees should feel empower and engage customers with confidence. I know when I have a problem with my internet or cable I better have a nice chunk of time dedicated to waiting to talk to a customer service rep. Just remember, the CSR is not at fault for the company. Bare with them while they're helping you!
8. Create a culture where employees feel comfortable to make decisions that are best for the customer
When I worked at a specific retailer, I won't mention names, one of the managers would always side with the customer instead of the employee. It got to the point where the employees wouldn't want to even answer any questions for customers because they knew their decision, which was usually the right one, would just be overturned. That's not okay. Never make your employees feel like that.
9. Gather customer feedback and quickly implement change
Listen to what customers are saying on social media and take those comments and relate them to changes being made to improve how things are done.
10. Adapt and refine customer experience using business intelligence analytics and reporting
- BI allows employees to help customers see a specific part of their business that may be struggling and what might be a better alternative.
When you're working with business intelligence, be sure to only put information that is relevant to the company. Give them exactly what they're asking for. Otherwise, BI can get confusing very fast.
So there you have it. If you can make sure these 10 things are being practiced in your CEM strategy, I don't think there's going to be much else that can go wrong!
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