Improving customer relations | The key to your company's success




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SOyez vigiliCustomer relations: a term that has become increasingly popular over the last two decades, taking over the business world! From its origins in marketing, this concept now affects all corporate functions, to the point of being at the heart of our strategy. Today, improving customer relations has become a key success factor.

"We see our customers as guests at a party, where we are the hosts. It's our job to make their experience a little better every day."

Jeff Bezos, Amazon CEO

Whatever the size of your business, the importance of maintaining good customer relations is well established. But what is the relationship between a company and its customers, and how do they influence the company's development?

Improving customer relations?

Let's take a closer look at this term. Customer Relationship encompasses all exchanges and interactions between a company and its customer. It involves all the tasks involved in interacting with the target: from prospecting to mission management, not forgetting, of course, after-sales service.

This is defined as all actions aimed at increasing sales by creating and maintaining a relationship with customers. In order to implement a customer relationship, it is necessary to have a management model, i.e. to put in place tools designed to capture, process and analyze the desires and expectations of customers and prospects, with the aim of building loyalty and satisfying them by offering or proposing services that meet their need(s).

Improving customer relations is essential, as it brings a technological dimension and data to improve knowledge of customers and prospects, enabling us to adapt our communications, products and services to meet their needs and desires as closely as possible.

Lay the foundations of your customer relationship

Knowing your customers

For a company, getting to know its customers is essential to building a relationship with them. The first step is to realize that consumers are all different. Purchasing processes, ways of consuming, etc. are specific to each individual.

There are a number of questions to ask in order to get to know them better:

  • What are their basic needs?
  • What are their buying patterns?
  • Does the service meet their expectations?
  • What do they think of the brand?
  • How did they hear about the brand?

It is therefore vital to have certain information, both personal, such as their profiles and interests, and about their vision of the brand, i.e. their needs or expectations regarding the product. This means gathering information through a variety of means and channels.

In this respect, we need to study their behavior towards the company, first and foremost via the web. The behavior of customers on the web is very varied, but they don't hesitate to give their opinions about the products or solutions they've adopted, or about the company itself.

"Your most dissatisfied customers are your greatest source of learning."
Bill Gates

Gathering opinions for a better relationship

What could be better than a customer review, whether positive or negative, to make you aware of your strengths and weaknesses? How do you react to negative feedback? Listen to your customers and take the time to respond. Negative reviews can help you identify weaknesses in your business. Use them to improve your services and increase your chances of building customer loyalty.

Be on the lookout! There are many sites and forums where you can find reviews about your company. Keep an eye on what they say about your company and your products/services. It's customer feedback that will help you improve your services.

In addition to websites and forums, many reviews are circulating on social networks. It's essential that you have a directory of all the platforms on which it's possible to find reviews about you. This will enable you to keep an eye on what's being said about you, giving you the opportunity to respond and, of course, adapt your offers.

Your website is another essential element for gaining insight into the behavior of your customers and prospects, so you can adapt your marketing to them and improve customer relations. The best-known and most comprehensive website analysis tool is Google Analytics. You can retrieve : Session duration, a top list of most-visited pages and bounce rate. The tool also allows you to retrieve demographic information on your visitors, enabling you to get to know them better and therefore set up the right relationship.

Opt for customization

Offering your customers a personalized experience they'll remember means getting to know them. Gone are the days of mass emails sent to your entire address book! Send relevant content that is likely to respond to your customers' issues and wishes. You'll be all the more likely to catch their attention! You'll increase your open rate, and therefore your visibility, by communicating effectively.

The challenges of good customer relations

In addition to personalization, successful customer relations require effective responses to customer requests. Every day, many consumers turn to brands for advice or to make a complaint. Digitization and the boom in communications have made consumers more demanding. With the immediacy offered by the Internet, consumers expect fast, efficient responses from customer services.

To meet these demands, an omnichannel strategy is essential. It's all about thinking holistically. Companies must optimize the customer experience by offering communication channels adapted to the profile of their customers. The use of a CRM (Customer Relationship Management) tool is essential to increase the efficiency of customer services.

The customer at the heart of the company

"The more you engage your customers, the more things become understandable and the easier it becomes to determine what you need to do."
John Russel, former Harley Davidson VP

This quote from the former Vice President of Harley Davidson, on the place and importance of the customer in the company, underlines the principle that satisfaction is the very essence of a business. There is therefore a need to focus the efforts of all employees to work together on a customer-centric strategy.

Gaining the trust of your customers by creating a close relationship with them helps you to understand them better and to make them understand you better, which is essential if you are to meet their expectations in a more relevant way, and thus increase their satisfaction so as to win their loyalty and turn them into committed customers.

Customer-centric strategy

According to a study by Deloitte & Touche, 60% of companies that have opted for a customer-centric strategy prove to be more profitable than those with a standard strategy. In addition to being profitable, adopting such a strategy gives greater meaning to the work of all employees, who act together to improve customer relations.

In other words...

Improving customer relations means listening to customers' expectations while remaining committed to customer satisfaction. Customer satisfaction is essential to a company's success, as it involves real stakes. This is where the key to a company's success lies.

A solution that supports you

Agendize is the most comprehensive online diary and appointment scheduling solution on the market. Presented in the form of a toolbox, it offers users a range of tools to support them in their day-to-day customer relationship management. Whether you're a small business or a major corporation, the solution adapts to your needs.

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