Technology Tools for Client Service
Today, competitive advantage increasingly depends on how firms manage client relationships—and not simply on how well they design and build their products. Firms must implement strategies and provide tools that enable them to be more customer-centric in a world where customer expectations continue to escalate.
Client service is providing service to customers before, during and after a purchase. It is normally an integral part of a company’s customer value.
Firms attempt to differentiate themselves from their competition through providing the best possible customer service. The consistent delivery of superior service requires the careful design and execution of a whole system of activities that includes people, technology, and processes. The rewards will include improved revenue from clients that are impressed and find value with the services provided.
Technology equals results
Technology has made available a wide range of customer service tools. They range from support websites and the ability to have live chats with technical staff to databases tracking individual customers' preferences, pattern of buying, payment methods etc., and tailoring products and service responses based on this advanced data.
Customer relationship management (CRM) is a broad term that covers concepts used by companies to manage their relationships with clients, including the capture, storage and analysis of customer information and communications. Microsoft CRM is the program Boomer Consulting is using to accomplish this purpose.
Exploring the tools
There are numerous tools and functions within the CRM system to increase efficiencies while providing superior service to clients. Templates are specific tools that help provide accurate timely communication with clients.
Whether used for individual mailings or bulk mailings, email templates provide an accurate, timely and efficient method of communication with and service to clients.
Accurate information may be pulled from standard fields within CRM., e.g., individualize an email by pulling the client’s name and firm from CRM.
The same applies for Word merge templates; whether creating a letter for one individual or for many, the merge function allows efficiency with accurate consistent information.
Increased efficiencies
The facts: Successful businesses typically see 80 percent of their business come from 20 percent of their clients. Too many businesses neglect this loyal client base in pursuit of new clients. However, since the cost to attract new clients is significantly more than to maintain your relationship with existing ones, your efforts toward building and maintaining client loyalty will certainly pay off.
Leaving a great impression
Remember that every time that you, your employees, and your colleagues make contact with a client — whether it’s by email, phone, written correspondence, or a face-to-face meeting — the interaction leaves an impression with that customer. Address the client with his or her name correctly.
Timely response to questions or requests is imperative to good client service. When possible, standard responses may be quickly created using an email template and edited if needed prior to sending. Go the extra distance and meet client needs in their time frames and at their convenience. Train staff to do the same.
Clients remember being treated well and with respect. Whether it is an email response to a question, a newsletter, monthly flier, a reminder card for an appointment, or a holiday greeting card, timely response or communication is just good client service. Who would want to receive a birthday card a month after celebrating a birthday?
Strong customer service is a business essential. Providing it isn’t as difficult if you and your employees utilize the technology available.
