Leaving aside the role of Support, Customer Relationship Management has two worthy and measureable goals 1) reduce buyer’s remorse and 2) improve customer retention. Broadly speaking we want to create deeper relationships with our customers. We want to strengthen the bond forged in the sales process so that together our mutual goals can be met.
Reducing buyer’s remorse may call for reminding customers of the value they gain from their new service or product and perhaps a review of how the service or product works to help them reach their objectives. Ultimately on-boarding serves to reinforce a commitment to win-win, and in so doing develops trust as you commit to work together toward a shared vision for the future.
In his classic Swim With the Sharks Without Being Eaten Alive, Harvey McKay, meticulously describes a 66 Customer Profile that helps “take business relationships to a personal level.” Access to data helps us know our customers and their aspirations so we are able to circle back to why we are doing business together in the first place.
In today’s world we access and use massive amounts of data with great ease and efficiency. Amazing CRM systems and other technological tools including a myriad of social media platforms, can be placed on the structured framework of a calendar. Sophisticated, sleek, high-touch-low-cost technologies provide higher levels of engagement and retention.
Without a human connection from the start, however, technology alone can lead to cold anonymity and an I’m-just-a-number feeling with our valuable customers. Welcoming a new customer into the fold can start with a simple email, brief phone call or handwritten note, or may be as elaborate as a boardroom meeting.
Human interaction with customers is trickier and more expensive that sending out an email or a tweet. You have to pay someone to do it and it takes time. There is a risk of uncovering a snake-bed of customer misunderstanding or early onset customer remorse. A snake bed, however, can be a very interesting place, loaded with valuable information. It should not be missed.
Technology balanced with the human touch of a hand written note or a phone call enriches the customer journey and the connection. The balance serves to penetrate deeper, evoking emotion instead of merely providing data. The trick is to not be intrusive, but helpful.
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