50 Phrases Customer Success Professionals Hear – Part 2
Customer Relationship Management strategy is about managing and monitoring the relationships and interactions with customers and potential customers in an organization. In some organizations, CRM is merely a technology solution that extends separate databases and sales force automation tools to function as a bridge between sales and marketing functions in order to improve targeting efforts. CRM is not merely technology applications for marketing, sales and service, but it is rather, customer-driven, technology-integrated business process management strategy that maximizes relationships and encompasses the entire organization. Customer relationship management strategy leverages marketing, operations, sales, customer service, human resources, R&D and finance, as well as information technology and the Internet to maximize profitability of customer interactions.
Customer service relationship management is about how companies use strategies and technology to manage a company’s interaction with current and potential customers. Through data analysis customer’s history is analyzed in order to improve business relationships, customer retention and to increase growth. Through Customer satisfaction score we can analyse how far the customer expectations have been met or fulfilled. Measuring customer satisfaction comprises of gathering customer feedback via surveys. Any company committed to a customer satisfaction strategy needs to shift its focus from merely measuring to managing customer satisfaction.
Most of the time, the primary cause for churn is mismanagement of expectations. Instead, liaison with the Sales department to find out which features were actively pitched, and which aspects garnered the most interest. Then, focus on implementing those first. The first login experience should highlight the key features that will get the customer going. If your onboarding team never misses a beat, then your onboarding will flow smoothly and naturally. If the experience is confusing or overwhelming, it will put more pressure on the Customer Success team to demonstrate and establish the usefulness of the product.