Cross-Channel CRM Continuity
To be really effective with
your customer relationship management (CRM) efforts, it's important that all the support channels
work cohesively. Here are some common mistakes that businesses make when their customer
service isn't integrated across all channels:
- E-mail to a customer that touts the benefits of a new Web-based feature that they have already
signed up for and used. - A new business phone solicitation to a repeat customer.
- A promotional coupon for first-time customers that is sent to an existing online shopper of your
site. - A customer that calls with a recurring problem that is forced to repeat their story a number of
times to different reps.
These instances, and others like them, are enough for customers to start thinking that your company
doesn't have its act together. Be mindful that every encounter with a customer builds on the overall
impression of your company and these types of mistakes can make you seem somewhat
disorganized.
Depending on the size of your organization, it could be difficult to know what each department is doing
to cultivate customers, retain business and support the existing customer base, but with some
careful structure and automation it is possible. Whether you create some type of in-house program or
use a turnkey CRM application there should be a record of every customer and every contact. And all
departments should be able to access the information — the e-mail marketers will be able to
document every correspondence and the call center will have notations on the essence of every
conversation.
Reprinted from the ECommerce
Guide
Robyn Greenspan, an independent researcher and speaker, is interested in innovation, market trends and information technology. She was a participant in the AI Summit and also took part in the IEEE International Conference on Edge Computing, International SOA Symposium series and the International Cloud Symposium series. She graduated from Temple University. She was previously the communications and research manager for the AMS, an internationally recognized professional association that advances knowledge in the IT and business management areas.
