By Dick Wooden on December 6, 2016 at 7:57 AM
This is part 1 of a 3 part series where we will talk about Infor CRM strategies that empower your Customer Service Team to both manage and improve core elements of your customer relationship.
In this post we will discuss strategies to manage customer complaints by empowering customer service representatives with the right technology tools, along with standard processes.
Managing Customer Complaints
This Payroll Services Company offers educational training classes to their clients on how to use their payroll software, and uses Infor CRM to track and identify if their client associates have been trained and for managing customer complaints.
When customers contact the company with user questions about their software, the CSR is able to verify if the customer has been trained on the software or not and if there is a need to redirect them to the proper educational classes. If the CSR determines that the customer does not need training, the CSR documents the specific question or problem they’re having with the software and provides the proper resolution.
But in some cases, customers will repeatedly submit service requests about a continued problem they are having with the software. In one such case where this was happening, the issue was escalated up to the customer’s owner who called the company to complain about what he perceived to be the company’s inability to help his associate and essentially, their poor customer service.
But because CSR’s had documented the history of each interaction with the customer, the company was able to resolve the client complaint by providing detailed service request records. These records documented the number of service requests that had been created and resolved, as well as who created the requests, when they were created, the nature of the requests, and why they were created. The level of data compiled by their CSR’s not only demonstrated that they were fully equipped to help the associate, but that they had actually provided the resolution, but that the real issue was that customer had not followed the documented resolution.
So how were the CSR’s empowered to manage this customer’s complaint? They were provided the right technology and tools and a standard process to manage the complaint.
As we see, the Payroll Company used the CRM system to both track customer interactions and generate reporting that offered insights into that ultimately helped resolve the complaint quickly and concisely.
Imagine however, if the company was not using Infor CRM and the information regarding his complaint was instead scattered amongst several CSR’s. Or if there wasn’t adequate records at all. Resolution would have been neither timely nor concise and possibly not available at all. And worse, the company would have had to give back some software and training dollars to rectify the situation. It could have damaged the customer relationship or worse, severed. But because there was detailed information, the CSR was able to quickly provide answers and deliver a resolution without any further conflict arising.
This is all a result of the company having the appropriate technology in place, with the appropriate functionality available and accessible to their representatives.
Tracking: The ability to track customer interactions to gain insights
Continuity: Information was accessible and consistent across the customer service team
Reporting: The ability to generate reports on customer relationship history
Infor CRM Customer Service Dashboard Metric
The processes that a company uses to allow a CSR to intelligently and effectively interact with their customers are more vital than even the execution of the process itself. In the example above, the company had an established process supported by their CRM software for identifying the complaint, analyzing it, and resolving it. Here’s a quick review of that process.
Identify: When the complaint came in the CSR was immediately able to identify who the complaint was coming from and the nature of the complaint. This prompted the CSR to immediately review the customer relationship history to get familiarized with the situation in order to provide a solution.
Analyze: This familiarization came by the representative reviewing the detailed service request records associated with the client. The representative was able to gather a comprehensive view of what occurred and all of the pertinent information needed to communicate with the owner intelligently and to continue towards a resolution.
Resolve: The CSR was able to provide documentation of what happened to the owner and confirm the cause of the issue as well as to provide a recommendation of how to rectify the problem (further training) and guard against it in the future.
In the end, with a process in place to manage customer complaints, the company equipped themselves with a means to collect data that added value to the customer relationship because as the owner was able to walk away with understanding and with an immediate way to solve his problem.
Continuous Improvement Opportunity
Managing customer complaints also offers an opportunity to bring the customer right back to a business’s core product or service. In this case, after it was determined that the associate did not follow the documented resolution, it was even easier to determine that it was very well likely because the associate didn’t know how to execute the resolution. This presents an opportunity to provide additional training, which is what this company seeks to provide to their customers anyway.