The objective with all complaining customers it to turn them into happy satisfied customers. To do this, you need to ensure that you are committed to providing them with a great service recovery experience.
Managing Your Customers’ Expectations is Crucial
How well you resolve complaints is considered to have a significant impact on the overall customer experience because customers are usually more emotionally involved and observant of the service they receive during the recovery process. So, this your chance to wow them and increase their trust, confidence and ultimately loyalty to your organisation.
Implementing Service Level Agreements (SLAs) as part of your service recovery strategy is a great way to help achieve this because:
- They are a strong statement of commitment to providing a positive service experience
- They help manage customer expectations and set clear boundaries from the start
- They clearly communicate to your staff that customer satisfaction is important
- They help you quickly understand and prioritise incoming complaints
- They help you tangibly measure your service recovery performance
If you choose not to implement SLAs then you are effectively allowing your customers to set their own service level expectations. The risk here is that every customer is different which means their expectations are likely to vary. This increases the chance of you failing to meet the wide variety of expectations ultimately leading to customer dissatisfaction.
How Dynamics CRM Can Help
You can set up your SLAs in CRM and easily track your performance against those SLAs. What’s more you can also trigger automated warnings and escalations if a complaint has not yet been closed out but is nearing the SLA deadline helping to reduce the risk of you disappointing the customer.
In the example shown below we have set up an SLA for two different levels of customer:
- Gold customers should expect a response within 5 days and if the response hasn’t been issued after 4 days CRM will send out a warning email
- Silver customers should expect a response within 14 days and if the response hasn’t been issued after 13 days CRM will send out a warning email
Another great feature of SLAs is that you can set them up to take into account any planned business closures e.g. bank holidays and you can also set them up so that they pause if you are waiting on information from the customer.
Benefits to Your Organisation
The benefits of using CRM to set up and manage your SLAs include:
- Increased customer trust and loyalty leading to growth and increased profitability
- Ensures customers receive a consistent service that meets their needs
- Improved communication internally and externally
- Ability to easily measure your performance and drive further service improvements
- Minimises the risk of you failing to meet your SLAs
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