Discuss about the Customer Relationship Management And the Company.
Strategies to garner client feedback
Client feedbacks are extremely crucial for the success of any business. Feedbacks from clients guide the business in the right direction and helps the business to improvise its process and fill loopholes if any. However, it is not always easy to receive feedbacks from clients. They must be encouraged and motivated to provide feedback. Given below are a few process strategies that can be adopted by the business to encourage clients to give transparent feedback (both positive and negative) to the business.
Customer relationship management
Customer relationship management refers to the building and maintaining mutually beneficial relationships with customers. Effective CRM strategies can assist the business in identifying changing consumer needs, building relationships, attaining feedback and improving performance (Ernst et. al., 2011). Since a long time, customer relationships management is being used as a strategy to garner feedback from clients, understand their needs and address their grievances if any.
The referred organization in the case study must also focus on improving its customer relationship management strategies in order to ensure that client feedbacks are received at frequent intervals. Customer relationships strategies would include conducting meetings, having a designated relationship manager for every client and seeking client feedback in frequent intervals (Goddard et. al., 2012). Meetings with clients help in understanding customer problems and gaining a transparent feedback in the most effective manner. Few issues can even be resolved during the meeting and such prompt service will surely add on to customer experience. However, frequent meetings are time consuming.
A dedicated customer relationship manager must be assigned to every client of the business. This will make sure that the client can always know exactly whom to reach out to (Kumar & Reinartz, 2012). A team for customer relationship management must be in place and the team’s contact information must be shared with all clients at the time of onboarding. Their details must also be available on the company’s website as well as on the signatures of all official E-mails.
Social listening refers to the process of being completely aware of what is being spoken about the business on all social media channels (Powell et. al., 2016). These social media channels include Facebook, Twitter, Instagram and even Pinterest. Organization must ensure that twitter and Facebook mentions are responded to and analyzed in an efficient manner (Heller & Parasnis, 2011). It has been often noticed that customers who face any problems resort to social media in order to gain attention and get their issue resolved (Brennan & Croft, 2012). This is possible because organizations are beginning to understand the power and reach of social media. A negative review on social media can vastly impact the brand’s positioning irrespective of anything that the brand has accomplished before. Therefore, this business must also ensure that they are actively aware of all social media mentions and tags. This would not only help in gaining customer feedback but would also assist in improving the brand’s online positioning (Kerpen, 2011).
Feedback through website
Every time a customer faces a particular issue, it is the tendency of the customer to reach out to the organization. This can be done via phone, email, social media or the company’s website. Therefore curating the website interactively is very important for the success of the business (Belanche et. al., 2012). The company’s website must have a section for client feedbacks. Chatbots should be installed on the company’s website to make the website interactive. Customers can provide feedback on the website itself with the help of these technologically advanced and methodically coded chatbots (Khan & Das, 2018).
Exit interview for clients
An exit interview for clients is not necessarily an interview but simply a phone call or a meeting to understand the reason for quitting association with the business. Agricultural machinery is an industry where customers would ideally be associated with their suppliers for a long time. Therefore, it is important to focus on client retention. To achieve this, if a particular client does not renew the service, the client must be contacted for a transparent feedback. The client who does not renew the service must have had reasons and it is important for the business to know those reason.
Respond to feedback
Needless to say, in order to get more feedback from clients, it is highly important to address their grievances and fix their problems. Otherwise, the entire process of gaining feedbacks from customers becomes redundant (Lambert & Shimokawa, 2011). A client associated with the business would also not give a feedback if he or she feels that the feedback given is not being addressed in an effective manner. On the other hand, if the business continues to respond to feedbacks in a timely and effective manner then the client too would be encouraged to provide genuine feedback (Wang et. al., 2011)
Measure feedback response rate
The business must also keep a track about how it is managing feedbacks given by clients. An analysis must be conducted about the average time that the business is taking to respond to a feedback and must continuously strive to reduce that. Secondly, once the feedback given by the client is addressed and resolved, then the client must also be asked for a feedback about the feedback process. Encouraging client engagement will provide better feedback (Price et. al., 2011). Here the client would be able to express if the feedback or grievance was addressed properly or not. This data would help the business in understanding the intricacies of their feedback process and would try to improve it further.
A feedback can be both positive and negative. This part of the report will talk about receiving positive feedbacks. In order to encourage satisfied clients to share their positive feedbacks, they must be requested to write testimonials for the business, share positive reviews on the company website and chatbots. These testimonials should then be shared on the social media pages of the business. This would improve the overall brand positioning of the business and encourage other clients also to share their feedback.
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