- Investing in a client romantic relationship administration device is needed for your firm. The new company entire world is competitive, so you need a way to discover the appropriate prospects, boost your sales efficiency, and retain your inside knowledge when an personnel leaves the organization.
These are crucial pursuits, but it does not suggest you should go out and indication up for the 1st tool you find. You need to consider your possibilities, recognize what you really need in a system, and made the decision how to implement the software into your recent procedures.
A CRM ought to be about conserving your employees’ time, making them far more successful, and delivering you with info to support you operate the enterprise far more effectively.
If you are thinking about investing in a CRM, request by yourself these 5 inquiries:
one) What are my goals?
Just before you make investments in a CRM, you need to establish your targets. A CRM won’t be powerful if you just use it to keep data. You have to in fact use the knowledge you acquire in a way that enhances your business.
Think about these concerns as you think about how you will use a CRM:
Do you want your employees be more effective and structured?
Is it to prevent decline of expertise when a workers member leaves the company?
Do you want to give much better service to clients?
Will Advertising be in a position to develop far more qualified campaigns utilizing the info?
Is it to greater realize your lead funnel, near rates, sales cycle, and other crucial insights so you can focus on a lot more profitable accounts?
With this information, you can define your short- and long-time period aims and greater evaluate application alternatives.
two) How long will it take to employ?
The solution to this concern is distinct for each company. Personalized CRM methods can take practically a yr to deploy. Other people, mostly SaaS platforms, you can set up in considerably less than ten minutes. The timeline depends on the measurement of the firm, the number of consumers, if you need personalized integrations, the place your current data is located, and how effortless it will be to import it.
If your revenue and consumer support process is relatively straightforward, then you must be ready to get up and managing fairly swiftly. Nonetheless, your major priority need to be employing a technique that meets your targets.
three) Does it combine with my current toolset?
A CRM should make your function simpler, not much more tough, so you need to consider what tools you at present use and if you want these to connect with your CRM.
If you count on a advertising automation platform, integration with a CRM is important. You can enhance collaboration among marketing and income and see a a lot more complete image of potential customers and customers with the pairing of these two resources. (HubSpot’s CRM syncs with the HubSpot Marketing and advertising Automation system.)
If you prospect on social media platforms or use the data to tell sales discussions, you will want to seem for a resource that can consist of these details. If the platform can automatically input the details into the CRM, that’s even much better. There is absolutely nothing even worse than copying and pasting URL right after URL.
4) What info do I need to have to accumulate to locate actionable insights?
Dependent on your goals, you will want to decide what stories issue most to your organization. By outlining these prior to investing in a CRM, you can figure out if the platform supplies ample customization for your use.
Think about these inquiries:
Do you want to check out in on monthly forecasts for every product sales rep?
Do you want distinct sights for diverse people in the business?
Do you require reports on your present revenue funnel?
Is your product sales cycle special? Do you want to personalize a system’s deal phases?
Do you need to be ready to develop custom made houses?
What filters will be useful?
By defining this details upfront, it will be less complicated to appraise comparable platforms and question targeted questions of income reps.
five) Is it easy to use? How can I inspire my staff to use a CRM?
Not each and every company wants a complicated, characteristic-large system to deal with customer relationships and their income cycle. And simplicity will be a position in your favor when getting your team to actually use it.
Bear in mind: a CRM only performs if men and women use the platform, meaning they the two enter data and pull insights from the program. And it is only is value a financial expense if it streamlines the new company process, ensuing in a lot more new consumers, a lot more upsells, or increased undertaking fees.
The person experience must be intuitive. But you also want to consider about info entry. If your personnel commences spending twenty five% of their time inputing info, you’ve obtained a huge problem.
A CRM need to hook up with your electronic mail account, store mobile phone phone data, and pull in social info. If you integrate your CRM with a advertising automation platform, it can also pull in information about how a prospect moves via your website or interacts with your content material. This presents new business reps an notion of what a man or woman is most intrigued in.
If you decide to take a look at out a CRM or use a method in your company, you require to get purchase-in. Professionals must call for its use, and men and women ought to not be in a position to revert to outdated approaches, this sort of as keeping deal information in a folder on their desktop or continuing to use Excel. It needs to be a organization-vast modify for anyone who deals directly with customers.
Ultimately, a CRM is just a resource. It is up to you to use it to increase your consumer interactions.
Your clients are critical to your company. In simple fact, no make a difference what your sector, no make a difference what your emphasis, no subject what variety of products or companies you provide, your customers are the single most beneficial asset of your business.
Clients give your firm a sense of objective and path. They offer a must have opinions, and serve as a springboard for new ideas and ideas. And let’s not overlook about the profits they deliver in. When all is said and done, customer gratification should be the variety-one particular focus of any company. This signifies far more than simply appreciating your buyers it means comprehension them.
Your clients are critical to your enterprise. In reality, no matter what your sector, no make a difference what your focus, no subject what kind of goods or services you offer, your buyers are the one most beneficial asset of your firm.
Buyers give your business a perception of objective and route. They provide invaluable feedback, and serve as a springboard for new principles and suggestions. And let’s not overlook about the income they carry in. When all is mentioned and completed, buyer satisfaction should be the amount-a single emphasis of any business. This signifies much more than just appreciating your clients it indicates comprehension them.
Do you understand your buyers?
The associations that you cultivate with your consumer-base will figure out your company’s degree of success. And, as with any critical relationship, it is level of accomplishment will depend seriously upon how well you know a single another. But not like most private associations, the company-client partnership is 1 that could truly feel a bit lopsided. Following all, most clients really do not have to function quite hard to discover about your organization every thing that they might want to know is likely commonly accessible. Nevertheless, for a company to obtain details on its buyers in purchase to greater aid a doing work relationship can be a difficult job. And the relevance of buyer data doesn’t end after it’s been collected trying to keep accurate and accessible documents of consumer transactions, choices, wants, and considerations can very easily imply the distinction in between a relationship that earnings both functions, and a single that leaves every person experience unfulfilled.
The Benefits of CRM
Gathering and organizing actionable buyer information is a total-time task, and 1 that is not quite forgiving of mistakes. As this kind of, investing in a large-high quality Customer Relationship Managament (CRM) tool is a need to for any company that needs to consider consumer gratification to the subsequent stage. CRM gives a variety of rewards that will assist you recognize, understand, and assist your consumers, so that you’ll in no way have to fear about losing earnings as a result of incomplete info. Listed here are six benefits of CRM computer software that can help your company discover success.
1. Enhanced Informational Group
The far more you know about your buyers, the better you will be capable to supply them with the type of optimistic expertise that genuinely pays off. Almost everything that they do, and every single conversation that they have with your business wants to be recognized, documented, and recorded. To do this, you need to shift outside of the sticky-notes and disorganized filing cupboards, and start off utilizing advanced organizational technological innovation that can not only accurately quantify and categorize info for straightforward future reference, but also make that data accessible throughout departments. Thanks to AfghanistanCRM this all gets a chance, it makes it possible for you to shop a extensive record of buyers and any important data concerning them. Access to their file is even more handy than prior to because of to the cloud, so no subject who it is that is helping the consumer in query, they’ll have the exact same actionable knowledge quickly accessible. This will outcome in less wasted time for clientele and staff.
2. CRM for Improved Communication
As mentioned above, CRM can make it possible for any staff to give the same higher amount of provider, by having obtain to the same buyer information. Soon after all, even if your consumers have a solitary, main position of get in touch with, there’s a very good chance that at some stage that contact may not be offered, and the shopper will be pressured to have to perform with an individual new. When that occurs, several clients confront the unhappy prospect of getting to ‘start fresh’ with someone who doesn’t recognize their personal unique choices and problems. CRM does absent with this worry, by producing thorough customer information communicable to whomever may well want it. As these kinds of, it won’t subject who it is that is presently helping the consumer, simply because they’ll be doing work from the same data. And offered that CRM is cloud-primarily based and available from any gadget with an web connection, the interaction benefits of cell CRM are not limited to the business office.
3. CRM Improves Your Consumer Services
Your time is valuable, but so is your customers’ time. And, must your customers knowledge a difficulty that requirements resolution, they’re heading to be sad unless of course that difficulty can be taken treatment of rapidly. With CRM, as quickly as a customer contacts your firm, your reps will be ready to retrieve all available action about past purchases, preferences, and anything at all else that may help them in finding a remedy. In several situations, your much more seasoned associates, armed with earlier information and history, will be in a position to identify a resolution within the initial few minutes, many thanks to an accessible database of likely issues. And, should a resolution not be easily evident, then bringing in other reps, or even crowdsourcing for solutions by means of consumer portals, is a easy make a difference. With CRM, customer assistance becomes a stroll in the park.
4. Automation of Each day Jobs
Finishing a sale is never as simple as just getting a buyer to agree to dedicate. Together with the surface area specifics of any sale, there are hundreds of scaled-down tasks that should be accomplished in purchase for everything to operate properly. Forms want to be stuffed out, studies require to be sent, lawful problems want to be addressed’these ancillary chores are a time consuming, but crucial factor of the revenue method. The best CRM systems are made to take the load of a lot of of these tasks from off the shoulders of your personnel, thanks to the magic of automation. This implies that your reps will be able to focus a lot more of their efforts towards closing prospects and resolving customer soreness details, even though the automatic CRM system requires treatment of the specifics.
5. Higher effectiveness for several groups
Routinely saved interaction enables you to check out email messages, calendar and phone phone information in 1 simply obtainable place. Add that to the potential for multiple groups to entry the same information, it merely sky rockets the volume of achievable progress. Income, advertising, and buyer services groups can share worthwhile data about clients to keep on to funnel them down the pipeline to get the preferred result of closing a sale, knowledge of new goods, or superb consumer provider. Every division can now tag group to get the correct data to the appropriate person. With this new discovered ease, teams can seamlessly perform collectively to enhance the bottom line.
6. Improved Analytical Data and Reporting
Miscalculated knowledge should not be the explanation you are not able to succeed, with CRM this is no lengthier a probability. CRM programs store data in one area which prospects to enhanced examining of the information as a whole. Simply integrated with different instruments or plugins, you have the ability to produce automatic reports to improve your time. Personalize your dashboard sights to rapidly track down data required this sort of as consumer details, sales objectives, and performance reports to get to untapped possibilities. With better reporting info you can make resourceful and efficient selections to experience the benefits in buyer loyalty and long run profitability.
CRM for Happier Consumers
The crucial to supplying customers what they want lies in comprehension them, and a CRM method does just that. It facilitates items by providing you and the consumer, relieve of communication, structured information, and improved consumer services. All of this will streamline the procedure of making confident needs are fulfilled and actions get fixed in a timely method.
Your clients are the most important element of your business, and trying to keep them satisfied ought to be your top precedence. Do not put your enterprise at threat make investments in a high quality CRM tool, and confirm to your customers that you treatment about their satisfaction. The CRM procedure should not be about a operating harder but about working smarter, so that your consumers get what they want, and you do as well.
If you are or at any time have worked on a little advertising and marketing team then you know that nowhere will you uncover the exact same type of insanely driven, dynamic passion to do all the issues. And while there are definitely some perks to getting on a small marketing crew, little teams also face some distinctive difficulties, from allocating methods to trying to keep up with content material demands. So here’s a listing of hacks that can assist little marketing and advertising groups remain effective, keep up with content and smash their targets (as you do):
1. Recycle your material
When it will come to sustainable content development, it is a little bit like sustainable living. The much more you recycle, the far better you do. Fortunately, content material is a renewable resource. There is no disgrace in having a huge Book and breaking it down into scaled-down chunk-sized pieces of content material. With every of your scaled-down parts you can dig into your topics a lot more deeply, and use the process of deconstructing your Book, report or whitepaper to jumpstart some inspiration for more new material. Generating content a little team typically implies placing in a good deal of energy and a great deal of function, so do not waste it! Recycling is not just for newer material. You can get more mature items and freshen them up, bring them up to day, and push them out yet again.
2. Embrace Your Agility
Scaled-down groups have the gain of currently being capable to switch on a dime ‘ and you should embrace it! Agility is a useful trait. B2B marketing and advertising is altering fast, and getting able to consider on new techniques and methods without having breaking a sweat is a massive good. Continue to be agile by guaranteeing that although every person possibly wears a number of hats, all hats are obviously labeled and your workflow is streamlined and effectively organized. It may seem like the opposite, but bringing your social media, material and electronic mail marketing hats together with your style and product sales hats for each and every planning assembly can give you some remarkable insights into how you can all work with each other alongside the entire daily life of a marketing campaign. Having onboard concepts from all the different sections of your crew can preserve you streamlined and in sync (which can make any essential pivots a good deal less difficult to take care of).
3. Get authorities on board and source contributors
The benefit of a contributor is indisputable when it arrives to producing a large quantity of articles. Contributors arrive in a lot of varieties: industry specialists, considered leaders and even some of your customer evangelists are all very good resources for contributed content of all designs and measurements. Circumstance scientific studies, articles or blog posts, website posts (like we do below at Pardot), interviews, movies and far more can all occur out of obtaining and maintaining good associations with contributors. The other part of this material hack is a great professional. Specialists lend believability and can usually dig significantly much more deeply into their subject of emphasis, which provides a great deal much more value for your goal viewers.
4. Commit in advertising automation
Depending on your spending budget this might be a large inquire or a far more realistic one, but both way, automating your advertising and marketing presents you a big benefit on a little team. Develop guide nurturing strategies rapidly and easily and pass the warmest qualified prospects to sales with the click of a button. 1 of the greatest advantages of advertising automation is how it presents you a central dashboard to hold up with your entire marketing and advertising approach ‘ from tracking engagement metrics like open up prices and simply click-through charges on your emails to developing out your entire marketing campaign complete with triggers that will adapt the up coming stage of the marketing campaign to your prospect’s habits.
5. Outline Your Approach
On a small group, every person does several positions, and with all the work flying close to it can be tough to maintain monitor of the place things are and the place they’re going. Defining your advertising technique, as nicely as the goals for each stage of your strategies and the metrics you want to use to measure your progress will be even a lot more essential. A obviously defined method will assist hold your staff targeted, and with measurable goals you will be in a position to verify the effect of your initiatives on ROI and income.
3 Things Marketers on More compact Groups Need to Aid Increase Their Enterprise
In my very initial marketing and advertising function, I worked for a company of just 7 folks. I constantly feel again on this distinct situation as one of the very best (and most tough) I have at any time had. I realized a lot ‘ and rapidly. On a marketing crew of just 4, I got to put on hats as diverse as copywriter, editor, admin and and storyboard artist. As a latest graduate, I was not even mindful of how significantly I was understanding each day ‘ rather there was just an overwhelming feeling of getting to get from a single activity to yet another in file time. To this day, I perform fast when I’m occupied.
Entrepreneurs on developing advertising and marketing groups confront some exciting challenges. There was no lack of excellent suggestions, but figuring out how to execute on them with the resources we experienced was no mean feat. In between controlling eNewsletters and e-mail strategies and maintaining up with all the admin and content material generation, we have been swamped. We exported, outsourced, and scaled down, but it was often a juggling act, and the title of the match was expansion.
Whilst there have been a lot of issues we needed, these are 3 of the most crucial factors that smaller marketing teams can use to ramp up their marketing and advertising initiatives and make that juggling act a little simpler.
1. Excellent Customer Associations
As the company expands, small but mighty advertising and marketing groups are central to establishing the manufacturer and building interactions with potential customers and consumers. These associations are a single of the most critical methods we have, so making confident that prospective customers experienced a streamlined, personalized and personalized 1st knowledge with our brand name was emphasis #one for us. Focus #2 was making sure that once our potential clients experienced become customers we had been even now cultivating individuals interactions.
It commences with constructing a brand name that can go the length. When you are increasing, these early interactions with customers are super crucial. You might not be new to the industry, but you’re bound to be attempting new factors, so keeping your target firmly on your consumer, their requirements, and their soreness details, and making powerful branding and messaging that offers clients a very clear knowing of who you are and what you do is heading to help a great deal in the lengthy run.
2. THE Correct Instruments
Again then, we struggled to balance the wants of equally buyers and clients simply because we didn’t have tools like marketing and advertising automation or even a sturdy knowledge analytics platform to bolster our efforts. When I think of what we could’ve completed with those tools in location, I want I could go back in time and set them up. Constructing and keeping these crucial interactions would’ve been a breeze!
Critically, really don’t underestimate how significantly the right equipment can help a smaller sized team. No issue what, marketers dress in numerous hats ‘ but equipment like marketing and advertising automation make the everlasting approach of getting issues completed a good deal less complicated. Instead of agonizing for days above how to recognize and then move the warmest prospects from your most recent email marketing campaign to your latest ‘ and only ‘ revenue rep, you can open up a dashboard, and merely see it all laid out with scores and grades. Even now, I could cry considering about how much time that would’ve saved us. Then, forget getting to print off a listing of contacts ‘ try automated alerts that permit your revenue rep know as quickly as you’ve handed him a lead. I consider our income rep would’ve cried as well.
3. THE Ability TO Try out NEW Issues
This is most likely the amount a single factor that any advertising ‘ whether 1 or a hundred need to have in their arsenal. It’s not just about getting agile when you are making an attempt to grow a company, though agility is certain to assist ‘ it’s about getting capable to just take hazards, scaled-down kinds, and often bigger types ‘ with your general advertising and marketing approach. When something does not work, you need to have to be able to scrap it and locate anything better. Fantastic new ideas are excellent ‘ but seeking critically at the procedures you have in spot, regardless of whether it’s your alignment with your revenue group, or the way you qualify your leads, or producing certain that you and your C-Suite share the identical targets for your marketing and advertising plans is going to be the greatest way to keep inefficient procedures from getting to be also massive and challenging to resolve.
There are a bunch of factors ‘ more time, a greater price range, matching t-shirts ‘ that could’ve assisted us back then, and there will often be more issues that marketing and advertising teams would secretly like to do no issue what dimension they are, but when it arrives to expansion, more compact groups have some remarkable likely. With the appropriate resources, and a robust customer concentrate, you can put processes in spot that will keep on your success and increase your customer’s fulfillment no issue what measurement your team ends up getting eventually, and that will impact not just your advertising strategy, but your total organization.
Most tiny firms need to hold a limited price range across the board. So it may possibly not be a surprise to some visitors that utilizing tech resources is a line product that frequently will get crossed off early on in budget arranging. We executed a study of small firms proprietors and located that much more than fifty percent of the respondents think about CRM to be also pricey. This is one particular of the greatest misconceptions about CRM and why numerous SMB homeowners will decide to use spreadsheets or a pen and paper to observe customer particulars relatively than making the investment decision in employing CRM. We’re right here to breakdown the prime three reasons CRM deservers to be a priority line item in the firm price range.
1. It will adjust the way you interact with clients.
Client make contact with information and personal preferences can be logged in a one platform and very easily accessed by any consumer. Clients acquire a fluid knowledge, no make a difference which man or woman they converse with, because you’re no more time digging through e-mail to determine out when you or a colleague last spoke with a client and what the discussion consisted of. It can also track private details like birthdays and anniversaries, which presents buyers an even much more exclusive and pleasant knowledge when interacting with your business. CRM provides consumers the ability to present clients that they comprehend their wants and tastes. Even better, CRM permits customers to do so in a scalable way ‘ now you can concurrently remember these critical particulars for hundreds or countless numbers of customers.
2. Your product sales pipeline will often be entire.
Monitoring leads and shifting them via the pipeline in an effective way is important to organization success. CRM helps product sales men and women to successfully deal with direct management by maintaining observe of where sales opportunities slide within the consumer journey and producing it easy to adhere to up at the proper time and with the most proper content. For instance, when a likely buyer is intrigued in acquiring a merchandise but isn’t very prepared to indication on the dotted line, a sales particular person can make a note to adhere to up on a specific day or share related instructional supplies that will aid the guide to make a ultimate determination.
3. It won’t split the lender.
CRM has been traditionally regarded to be a instrument that only enterprise firms can find the money for to use, and that it’s not a device that is properly suited for smaller firms. Plainly, this isn’t the situation, and there are a lot of strategy options that can match into even the smallest of budgets. Even much better, CRM remedies that have been particularly developed with tiny companies in thoughts, not only provide lower cost details, but also the characteristics and functionalities that will tackle SMB company owners’ certain wants. So instead than squandering time striving to figure out how to use clunky platforms that have hundreds of attributes that you’re likely to never ever use, a CRM made specifically for SMBs can commence to show ROI virtually immediately.
The rewards that a CRM will have on your line are well worth any upfront expense. Your clients will be happier, your workers will be a lot more effective and your bottom line will enhance. For the duration of the next budget meeting, bear in mind these aspects when taking into consideration how important it is to the allocate funds necessary to apply a CRM ‘ the positive aspects will surely outweigh any charges.
مطمئنا هیچ شرکتی مشتریان خود را عمدا ناراضی نمیکند. اما گاهی اتفاقاتی پیش میآید که روابط خوب ما با یک مشتری را برای همیشه خراب میکند. این اتفاقات معمولا آن قدر سریع رخ میدهند که دیگر فرصتی برای جبران و رفع آنها نداریم.
برای هر شرکت، ارتباط خوب با مشتریان مهمترین عامل در رشد و پیشرفت کسب و کار است که متاسفانه علی رغم اهمیت، بسیار شکننده و حساس بوده و با کوچکترین اشتباهی از بین خواهد رفت.
بنابراین جهت پیشگیری از اتفاقات نامطلوب، قصد داریم در ادامه پنج مورد از دلایل متداول نارضایتی مشتریان را معرفی نماییم تا احتمال وقوع آنها را به حداقل برسانید.
۱. در دسترس نباشید
با شرکت خودتان تماس بگیرید. شماره اصلی شرکت و یا شماره مستقیم خودتان. فرض کنید که به عنوان یک مشتری جدید، اولین بار است که با این شرکت تماس میگیرید. با توجه به نحوه پاسخگویی چه برداشتی در مورد شرکت خواهید داشت؟ تلفن چند بار زنگ میخورد تا کسی آن را جواب بدهد؟
اگر به جای یک شخص واقعی، پاسخگویی تماسها توسط تلفن گویا انجام میشود، آیا صدای ضبط شده بی احساس و بی انرژی است؟ آیا برای رسیدن به بخش مورد نظر باید مراحل زیادی را در منوی تلفنی بگذرانید؟ آیا نهایتا تماس گیرنده به صندوق پیام صوتی هدایت میشود؟ آخرین باری که شما و همکارانتان به پیامهای ضبط شده در صندوق صوتی خود گوش دادید، چند روز پیش بوده است؟
متاسفانه معمولا چند روز طول میکشد تا به پیامهای صوتی مشتریان پاسخی داده شود و تا آن زمان، احتمالا مشتری پاسخ سوال خود را از روشی دیگر پیدا کرده و یا از درخواست خود منصرف شده است !
با اینکه پاسخ به تلفن های مشتریان وقت زیادی را از شما و همکاران شرکت میگیرد، اما مطمئنا در دسترس نبودن و پاسخگو نبودن به سوالات و درخواستهای مشتریان، یکی از مهمترین دلایل عصبانیت و نارضایتی مشتریان است.
۲. مشتریان قدیمی را نادیده بگیرید
وقتی با یک مشتری برای مدت زیادی کار میکنید، ممکن است این تصور به وجود بیاید که این مشتری دیگر نیاز به مراقبت و توجه ندارد. خیلی ساده ممکن است سفارشات معمول و وفاداری ظاهری مشتری را با رضایت واقعی او اشتباه کنید.
گاهی شرکت پیشنهادات وسوسه انگیزی را برای جذب مشتریان جدید تبلیغ میکند، اما حاضر نیست هیچگونه تخفیف یا امتیازی را برای مشتریان قدیمی اعمال نماید. فکر میکنید در این شرایط مشتریان قدیمی در مورد شما چه احساسی خواهند داشت؟
بهتر است سالانه حداقل یک جلسه با مشتریان مهم خود داشته باشید تا اتفاقات سال قبل را مرور نموده و برای سال بعد برنامه ریزی کنید. در این جلسه حتما از مشتری به خاطر روابط کاری گذشته و جاری به بهترین نحو قدردانی کنید. همچنین بر روی ارزشمند بودن حفظ این ارتباط از دیدگاه کاری و شخصی تاکید کنید.
همچنین هنگامی که یک کمپین بازاریابی برای جذب مشتریان جدید طراحی میکنید، مشتریان فعلی را فراموش نکنید. برای آنها هم امتیاز متفاوت و خاصی قائل شوید که تصور بی اهمیت بودن برای آنها پیش نیاید.
اگر مجبور به افزایش قیمتها هستید، به مهمترین مشتریان فعلی خود اعلام کنید که جهت قدردانی از وفاداری آنها، تا پایان سال مشمول افزایش قیمت نخواهند شد.
۳. بر علیه رقبا صحبت کنید
بدون تردید با توجه به رکود و محدودیتهای اقتصادی، شرایط همه کسب و کارها سخت شده و فشارهای رقابتی نیز بسیار بیشتر از گذشته شده است. گاهی وسوسه میشوید که با تخریب رقبا و اشاره به نقاط ضعف و مشکلات آنها برای خود مزیت رقابتی ایجاد کنید. اما توجه داشته باشید که تمرکز بر روی نقاط ضعف دیگران، شما را در نظر مشتریان، فردی مغرور، از خود راضی و بی ادب جلوه خواهد داد.
گاهی یک مشتری بالقوه از شما میخواهد که خود را با یک شرکت رقیب مقایسه کنید. در این مواقع به جای بدگویی در مورد شرکت رقیب، سعی کنید که بدون نام بردن از هیچ شرکت خاصی، به صورت کلی مزایای خود نسبت به دیگران را توضیح دهید. به نقاط مثبتی از شرکت و محصولات خود اشاره کنید که متفاوت و منحصر به فرد بوده و به بهترین نحو میتوانند نیازهای مشتری را برطرف کنند.
همچنین میتوانید برای جلب اطمینان مشتریان جدید، از بررسی ها و مقایسههای انجام شده توسط منابع مستقل و نظرات مستند و مکتوب مشتریان قبلی استفاده نمایید.
۴. به کارکنان خود هیچگونه اختیاری ندهید
حتما تا به حال برای شما هم پیش آمده که با یک کوپن تخفیف به صندوق یک فروشگاه یا رستوران مراجعه کردهاید و بعد صندوق دار شما را مدتی منتظر نگه داشته تا از مدیر خود جهت پذیرفتن کوپن تخفیف سوال کند.
وقتی این اتفاق برای یک مشتری میافتد، بلافاصله احساس ناخوشایندی به او دست میدهد که چیزی شبیه حس حقارت یا شرمساری است. مسلما چیزی که مشتریان انتظار دارند این است که صندوقدار شما با لبخند و کمال احترام و بدون کوچکترین تردیدی، کوپنهای صادر شده توسط شما را پذیرفته و از آنها بابت خرید تشکر نماید.
یا حالتی را در نظر بگیرید که شما با یک شرکت تماس گرفته و با یکی از کارشناسان در مورد اشتباه رخ داده در صورتحساب ارسالی به صورت مفصل صحبت نمودهاید. اما در نهایت کارشناس مربوطه به شما میگوید که با وجود آنکه حق با شما است ولی او مجاز به اصلاح صورتحساب مشتریان نیست و از شما میخواهد که هفته آینده مجددا تماس گرفته و با مدیر مربوطه مستقیما صحبت نموده و مورد خود را از ابتدا مطرح نمایید. در این شرایط چه احساسی خواهید داشت؟
جهت پیشگیری از نارضایتی مشتریان، بهتر است به کارمندانی که در ارتباط مستقیم با مشتری هستند، اختیارات کافی جهت تصمیم گیری سریع و اقدامات مناسب با هر موقعیت داده شود. این اختیارات به ویژه در مواردی که مشکلی از طرف شرکت برای مشتری ایجاد شده است، به رفع و جبران سریع مشکلات کمک زیادی خواهد نمود.
در آموزش کارکنان حتما اتفاقات و سناریوهای احتمالی را بررسی کنید و نحوه برخورد آنها با یک مشتری ناراضی یا عصبانی را آموزش دهید. حتی میتوانید موقعیت های احتمالی را شبیه سازی نموده و به آنها عملا شیوه تصمیم گیری و اقدام را آموزش دهید. تمام کارکنان باید به صورت شفاف محدوده اختیارات خود را بدانند تا بدون نگرانی درخواست های منطقی مشتریان را انجام دهند.
۵. با مشتریان خود صادق نباشید
این یکی از موثرترین روشها در ناراضی کردن مشتریان است که متاسفانه در برخی شرکتها به شدت از آن استفاده میشود !
شاید به دلایل مختلف نتوانید یا نخواهید واقعیات را با تمام جزئیات برای مشتریان توضیح دهید این تا حدودی قابل قبول است. اما مشتریان دروغگویی شرکت یا کارکنان شما را تحمل نخواهند کرد. یکی از اشتباهات بزرگ این است که برای جذب مشتریان جدید به تبلیغات و ادعاهای غیر واقعی متوسل شوید. به این ترتیب ارتباط شما با مشتریان جدید از همان ابتدا همراه با عدم اعتماد و نارضایتی خواهد بود.
همچنین مشتریان فعلی نیز از شما انتظار دارند با آنها در مورد تغییرات احتمالی در کیفیت محصول، زمان تحویل و مسائل کوچک و بزرگ دیگر، صادقانه و حرفهای برخورد نمایید.
حتما شنیدهاید که مشتریان ناراضی چند برابر مشتریان راضی درباره شما با دیگران صحبت میکنند و از طرفی گسترش شبکه های اجتماعی را هم در نظر بگیرید. در این شرایط واقعا ناراضی کردن مشتریان هزینه بالایی دارد و به قیمت از بین رفتن اعتبار شرکت تمام خواهد شد.
مطمئنا دلایل مهم دیگری هم برای نارضایتی مشتریان از دید شما وجود دارد که خوشحال میشویم آنها را از طریق بخش نظرات این مقاله مطرح نمایید.