Having captured the complaint, routed it to the best person to deal with it and identified the cause of the issue, it’s time to look at how best to resolve the complaint.
Empower Your Employees to Own the Customer Experience
When a customer’s complaint is dealt with and resolved quickly, it instils confidence and trust which can often lead to them becoming more loyal to your organisation.
Your front line staff tend to be the first to know about problems and are also in the best position to determine what can be done to satisfy the customer. That means it’s important for them to be able to handle any type of situation which involves interacting with a customer confidently and efficiently.
To do this they need to have access to the right knowledge and information to empower them to solve problems quickly and make decisions that will be in the best interest of both your customers and your organisation; a win-win resolution.
How Microsoft Dynamics Can Help
One of the great features of CRM is the ability to customise forms and views to display key information about your customers. So, in the example shown below you can see that a single screen tells me straight away that this is:
- A priority customer
- They’ve been trading with us for a long time
- Their level of spend with us is significant
- They haven’t registered that many complaints with us recently
- We are working on a £100,000 sales opportunity with them
Giving front line staff visibility of this information creates context for them i.e. they see the bigger picture of what that customer means to our organisation rather than just dealing with the complaint as an isolated incident. It means that when it’s time to make a judgement call on how to resolve the customer’s complaint we are giving them all the relevant information and empowering them to own the customer experience by:
- Solving problems quickly
- Delighting customers
- Making decisions that are aligned with the organisational strategy
CRM also has a knowledge base feature which can be hugely effective in helping to answer customer questions and resolve issues quickly. The knowledge base allows you to store information such as FAQs, product manuals, installation instructions, how to videos etc. Staff can also email articles directly from the knowledge base to customers.
In the example below you can see that, within the Case, we have clicked on KB records and CRM has searched the knowledge base displaying all articles that may help us resolve the issue.
If an article helps to resolve an issue, the staff member has the option to link that article to the case to help their colleagues resolve any similar issues that may crop up in future. From there you can then start to keep track of how many issues have been resolved with solutions from the knowledge base but also issues that could not be resolved using the knowledge base allowing you to understand where you may need to build your organisational knowledge further.
Benefits to Your Organisation
Using the information and knowledge sharing functionality within CRM can help to:
- Improve efficiency and productivity leading to reduced costs
- Improve communication both internally and externally
- Increase customer trust and loyalty leading to growth and increased profitability
- Encourage collaboration, creativity and innovation
- Gain and sustain a competitive advantage
- Increase employee satisfaction and engagement leading to even higher levels of service
- Manage risk because they help to prevent any single points of failure
For more insights into the Microsoft Dynamics CRM suite, soon to be part of Dynamics 365, visit www.tecman.co.uk/Microsoft-Dynamics-CRM-2016