What Is Customer Management?

Posted by Jacob Goodwin in Insights - Last updated

Customer management is part and parcel of every business. It is an essential process responsible for maintaining and enhancing your company’s critical relationships with potential and existing customers.

As such, getting it right can often make or break your success.

Should you delight your customers, and make them feel valued, you’re well on the way to sustainable growth.

Should insufficient management practices creep in, you’ll instead be destined for disillusioned customers and countless missed opportunities.

“The importance of customer management in today’s age of the customer is something that cannot be negated.

It is a successful business strategy that helps companies retain existing customers and acquire new ones.”

Gainsight

But customer management is not only about metrics or revenue on the board.

It is about building an authentic relationship, not an occasional dialogue. It is about being a partner, not a provider.

Outstanding customer management enables companies to ensure the services they provide are inline with what the customer wants both now and in the future.

Your customers are the lifeblood of your organisation. Don’t let mismanagement compromise your hard earned reputation.

Creating Impactful Customer Relationships

There are countless ways of constructing a loyal customer base who keep coming back for more.

The keys to doing so will be unique for every company’s circumstances, but the following 4 stages a simple start to getting the ball rolling.

Formulate A Strong Brand Identity

Give your customers something to latch on to. A brand mission or vision that they can buy into as an extension of their own values.

It’s important to transform a brand on paper into a reference point. And more specifically, a tangible concept.

Not doing so can create a major disconnect between what the company claims to stand for and what it does when managing customers in reality.

It’s vital to be introspective.

Ask questions like how should we speak to third parties? Who is authorised to do so? How can we connect our values and services to customers wants and needs?

Construct Best Practice Customer Processes

Your company’s reputation is shaped by day-to-day communication with your customers.

As such, formulating best practice customer processes to deliver quality communications across each and every stage of the customer cycle is essential for optimal customer management.

If you can’t replicate excellence internally, how can your customers expect to receive the best from you?

Invest In Personnel

Since relationships exist between people, a human factor here is key.

Without getting the right people in the right seats, customer management simply can’t happen.

Make sure to equip your team with the tools and skillsets they need to delight customers at every turn.

Customer Journey Mapping

When interacting with your company, your customers embark on a journey.

Whether that journey begins at the start of a new project, recommences whilst seeking support for an outstanding issue or reignites after a long absence; it doesn’t matter.

Each touchpoint, or interaction, throughout the journey has a direct impact upon their perception of your operation.

And in order to enhance your processes for maximum customer satisfaction, every touchpoint must assist your client in achieving their goal.

Without customer journey mapping, how can you gear your actions toward the most positive outcomes?

Connecting Customer Management To Company Goals

Effective management of customer needs is business critical. However, this management must be within certain parameters.

Parameters which will ensure the actions taken to satisfy customer needs result in the achieving of your company goals.

“For sustained success, it is important for companies to align their customer strategy with the company’s aims and objectives.”

Customer Consulting

Without making this distinction, resources can be wasted and changes made which restrict your ability to grow.

Companies with the best customer management infrastructure manage to secure this balance. Ensuring neither company goals or customer experience is compromised by too heavy a focus on the other.

The Role Of CRM

So you might be thinking this all sounds great. But what actionable steps can you take to enhance your own customer management capabilities?

This is where CRM comes in.

“Around 70% of buyers say that a positive customer care experience largely determines their loyalty to the brand.”

PWC

With tools like Anthill, you can monitor every website enquiry, appointment, installation, remedial or any other event you want to track.

That means no customer is left in the cold or an opportunity missed.

Sitting at the heart of your operation, Anthill is the one stop shop for your customer management needs.

With our business environment changing rapidly, customer management needs to be revised from time to time.

The process never ends for those organisations committed to putting their customers first, instead it evolves and matures to meet shifting consumer trends.

Implementing Anthill will ensure you stay ahead of the curve providing a single pane of glass for all your customer management needs.


Ready to explore how Anthill can elevate your customer management capabilities? Schedule a demo today.


Intrigued to learn more? Check out our Insights Hub to keep your business at the cutting edge.


Jacob Goodwin -

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