Relationship Management Services
“Every contact we have with a customer influences whether or not they’ll come back. We have to be great every time or we’ll lose them.” – Kevin Stritz
Managing, analysing and executing customer interactions is complex but it is vital to overall growth.
Perception Surveys, CSQ and NPS
Customer perception surveys offer a broad insight into how customers think and feel about your brand, product and/or services. They usually comprise a mix of multiple choice, scored and open-ended questions. The latter are invaluable in harvesting commentary (including testimonials) from respondents. Customer perception can be about their experience and their perceived level of service. It can also be about how customers view an organisation in the wider context of the market. For example findings might reveal that customers are happy with certain services, but perceive the brand negatively overall due to ethical associations or substandard visual identity and marketing.
Net promoter score (NPS) is a customer loyalty and satisfaction measurement taken from asking customers how likely they are to recommend your product or service to others on a scale of 0-10. Customer advocacy is calculated by subtracting those who recommend and those that are less likely to. Research has shown that customer satisfaction is not, per se, a good indicator of repeat business. Businesses must get beyond customer satisfaction and generate loyal clients who become advocates for your business. Identifying the right type of customer is key.
Customer service questionnaires (or CSQ) provide useful feedback for all businesses. Used more on a project-by-project basis they can help identify strengths and areas for improvement, and are useful for new product development and identifying potential training requirements.
Chapman Consulting’s experience embraces all of the above and includes face-to-face interviews with key customers as well as delivering surveys electronically.
CRM software (customer relationship management software) enables your business to offer customers a seamless experience. It also helps to build better relationships by providing a complete picture of all customer interactions, keeping track of your sales, organising and prioritising your opportunities, and promoting collaboration between various teams.
Your CRM system should provide management dashboards on your customer activity, revenue tracking and accurate forecasting. It should also provide data on historic projects, customers with whom you have worked, dormant and lapsed customers, new prospects, marketing intelligence and new contacts achieved through networking.
Chapman Consulting can advise on the selection and implementation of the right system for your business. This can be on a stand-alone basis but usually forms part of our BD support retainer.