CRM essays

CRM essays Most companies believe that they are doing a good job of keeping their customers satisfied... because they don't get complaints. The issue though, is that there is no effective way to allow the customer to express their frustration or the occasional complement. I have found that companies don't want to take the time to listen to the complaint and understand what the underlying reason is for the complaint. In some of the research that I have done on Customer Complaint Management, the primary objective is to get the customer off the phone. In call centre performance measurements, the focus is on Average Speed to Answer (ASA) and Talk Time (or Handle Time). Very little time is spent on root cause analysis... finding out why the customer complained in the first place. Let's take a look at some reasons why unhappy or dissatisfied customers don't complain. They don't because it's not worth their time or trouble, it won't do any good, they don't know who to complain to or they fear retribution! To this point, here are some of the reasons why customers "quit"... 68% Because of an attitude of indifference to them by service personnel Keeping customers can be easy if we treat them with courtesy, efficiency and with genuine interest! Here's another interesting tidbit of information. Research finds that customers who do complain, have a desire to maintain their relationship with the supplier or service provider, as long as they feel they are being heard and that the problem will be resolved to their satisfaction! Isn't it time that we took the customer seriously? After all, they are the reason were in business! We live in an age of choice. Building loyalty is extremely difficult, even we do it right. Customers are enticed by the attraction of something better so we need to pay attention to them. We need to listen and ...