International Business

Customer loyalty and retention is based as much on their confidence in your organization and people as it is in product quality.

Confidence is gained in suppliers and service providers when it is perceived that they have a comprehensive profile with you and that your records are accurate and relevant.  This includes

• what they’ve bought from you,


• their unique product requirements,


• their technical data , e.g.  in the case of a Customs Broker a data profile of product description and HS Tariff codes,


• their pricing agreements,


• their credit terms and credit application,


• their management infrastructure,


• their contact details,


• their Sales /Revenue history


• their history of queries and concerns

 

When a call or communication is placed by the customer, whether to voice a complaint or inquire about a service, it is expected that you are able to retrieve all of their data quickly so that you can solve the issue and give an answer without any delay.    It doesn’t really matter to a customer how you do it,  just that you do.

The issue of course is that your customer’s systems are not always perfect and the person communicating with you may not be the one who set up the account or even has access to all of their data at the time.  When you display the efficiency of knowing their account details, who they are and what they do, it tends to bring them closer to your company as a whole and you are now perceived to be more of a partner than a provider.

I’ve often encountered this, during my many years in Sales and Development that even faced with a cost saving proposal, and upgraded services, a prospect is still likely to say of the incumbent “ they know us very well and we have a good working relationship”.  Superior customer service is often the familiarity between two companies, as this leads to ease of communication, quick troubleshooting and ultimately customer satisfaction.   

An efficient and easy to use CRM software program is invaluable in ‘knowing your customer” . It’s important however that Users are the people who are interacting with customers on a day to day basis.   Management of course will always require reports on activity, complaints, revenue etc, and Sales Personnel will always want to have a record of their own activities and contacts,  however neither of these functions have constant interaction with existing customers nor an interest in entering anything more than the simplest data .  They are more internally focused than customer focused.  

Knowing your customer is one of the most important things any company can do for their growth and recognition. 

Gloria Rubaine

 

Second Review Business Analysts

 

Copywright©2008 Second Review Business Analysts

About the Author:
An independent consultant for the logistics and CRM industries located in Toronto, Ontario. With over 30 years experience in international airfreight, oceanfreight, customs and freight forwarding, Gloria Rubaine has extensive knowledge about best practices in sales, consulting, customer service, freight forwarding and human resources. Website: http://www.secondreview.ca

Article Source: ArticlesBase.com - Getting to Know Your Customer