Customer relations, just like society as a whole, have undergone major changes in recent years. Difficult economic conditions, more demanding clients and increased anxiety all contribute to reshaping the way companies approach customer relationship management.
What Is Customer Relationship Management?
Customer relationship refers to the communication methods used by a company to maintain a privileged connection with its clients.
The channels involved are vast, including:
prospecting, call handling, after-sales service, digital communication, social media, and more.
Maintaining and Improving Customer Relationships
Be responsive and efficient
68 percent of customers who switch providers do so because they were not satisfied with the way they were treated. This shows just how crucial customer relationship quality is to the long-term success of a business.
A complaining customer is a customer who still values your service.
A disappointed customer, however, will leave.
A client who expresses dissatisfaction is giving you a chance to improve.
Resolving the problem of an unhappy customer fosters loyalty and strengthens their trust in your company.
Give clients the choice of communication channel
Changes in buying behavior and the digitalization of services require businesses to adapt their customer relations strategy.
Offering multiple communication channels is essential.
However, you must ensure your messaging is consistent across all these channels.
A message that varies depending on the channel can harm customer trust.
Imagine receiving an offer by email that does not match what appears on the website or in-store.
By developing multiple communication channels, you allow customers to contact you in the way that suits them best.
Some prefer speaking with an agent by phone, others prefer email for a written trace, and many appreciate fast responses via social media.
Physical mail may seem outdated, but in some communication campaigns it is perceived as a thoughtful and personalized touch.
An omnichannel strategy helps you gain customers, improve satisfaction and loyalty and build a competitive advantage.
The Impact of Telephony on Customer Relationships
As seen earlier, there are many contact methods, so why does the telephone remain so important?
A human touch
The presence of a human voice is more reassuring and personal than an automated message or online form.
A voice also conveys emotion, which is a key element of customer relationships.
A universal method
Regardless of your customers’ age, everyone knows how to make a phone call.
Since 2016, mobile connections have surpassed desktop connections.
Many clients now contact you from their mobile phones.
Higher-quality interactions
Phone calls allow customers to explain their issues in detail, even in complex cases.
Improving Customer Satisfaction
Using VOIP not only reduces costs but also allows teams to work from anywhere.
Remote work and professional mobility are major trends, and happier employees mean better interactions on the phone.
Advanced telephony features like IVR (Interactive Voice Response) or CRM screen-pop (caller information displayed automatically) also improve satisfaction.
A well-designed IVR helps customers solve simple issues or reach the right agent immediately.
However, if your IVR is too complex, too long or unpleasant to listen to, it will harm your brand image.
Key Performance Indicators for Your Customer Service
There are many indicators you can use to evaluate customer satisfaction. Whether qualitative or quantitative, they are essential for measuring call center performance.
Average handling time (AHT)
The total time an agent spends on a customer case, including conversation time, hold time, and post-call tasks.
Average waiting time
Also called Average Speed of Answer (ASA), it measures how long incoming calls stay in the queue before being handled.
Customer Effort Score (CES)
Measures how easy it is for a customer to interact with your company, for example to resolve a problem.
Throughout the customer journey, every action requires a certain level of effort.
CES reveals the ease and quality of these interactions, which directly impacts experience and loyalty.
Call data also allows you to analyze the number of positive interactions compared to total incoming calls.
Such tools give supervisors a clear picture of service quality, which directly influences customer relationships.