By Running Programs For Client Relationship Management NY Companies Foster Loyalty -


By Running Programs For Client Relationship Management NY Companies Foster Loyalty

By Ann Turner

Modern consumers are sophisticated. They demand service and they know that they can move their business to another company if they are not totally satisfied with the service they are receiving. Businesses have to operate in a very competitive environment and they have to do everything they can to keep existing clients. To this end, through complex programs for client relationship management NY businesses monitor the satisfaction levels of their customers.

There is great profit to be made in taking positive action to keep customers satisfied. It is much easier to gain repeat business from an existing client than it is to find a new client. Satisfied customers refer others to the company and they serve as valuable public relations vehicles. Unsatisfied clients, however, can cause havoc. They can be the source of bad publicity and they can have a serious impact upon the bottom line of even very large companies.

All the employees of a company are responsible for maintaining a high level of customer satisfaction and this role should be clearly stipulated in their employment contracts. Many companies, however, have a senior employee that is tasked with managing a formal customer satisfaction program. Such a program has an impact upon all the activities and departments of the company. Even policy decisions are influenced by the impact such decisions may have on customer satisfaction levels.

Large companies deal with numerous customers. Some customers conduct very little business with the company and therefore do not justify intensive efforts to keep them satisfied at all times. Other customers, however, have a significant impact upon the profitability of the company and intensive efforts to keep them satisfied is of the utmost importance. To make productive decisions on this issue it is necessary to know as much as possible about the relationship between the client and the company.

Large businesses use advanced software to keep track of their dealings with their customers. They can produce reports that instantly tell them which customers are placing less orders, which customers have closed their accounts and which customers are placing more orders. This information is extremely useful in managing the relationship with individual customers. Data analysis can also be useful in identifying problems within the company and to deal with them straight away.

One of the biggest causes of customer dissatisfaction is a failure to communicate in time. Customers want their calls to be returned and their enquiries to receive attention. Their demands may sometimes be unreasonable, but that does not mean that they will recognize the fact. They will still be dissatisfied and they can cause harm in the process. Any client satisfaction program should make provision for resolving conflict without delay.

Most successful companies have training programs during which all employees are made aware of the impact that they have on customer satisfaction. A single enquiry or complaint not attended to, a single mistake in dispatch and a single appointment that was not honoured can cause customer dissatisfaction and result in a loss of profits. Employees are motivated to focus on their roles as ambassadors of the company, even if they never come into contact with a client personally.

Without customers no company can survive. Keeping their customers satisfied is therefore one of their main priorities. This requires a concerted effort and a formal program aiming at keeping existing customers happy and content. Unhappy customers not only take their business elsewhere, but they cause all their connections to do the same.

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