Developing an amazing product is one of the hardest challenges that a company can overcome — but it's not the only factor that will determine the success of a business. Today's consumers have more industry influence than they've ever had in the past, allowing them to focus on more than just the product that you're selling them.
Now, consumers are interested in what you're selling them, how you're selling it, and what happens after you've sold it to them.
The shift has placed pressure on companies to invest in their customer service teams and meet rising customer demands. In fact, a 2018 study showed that 59% of consumers have higher expectations for customer service than they did in 2017. Businesses are now facing the challenge of creating an excellent customer experience that's consistent across every interaction.
To achieve this, many companies are now focusing on how they manage their customer relationships. Building strong customer relations is a great way to develop customer loyalty and retain valuable, long-term customers. If you're looking to improve customer relationships at your company, it helps to understand what successful customer relations look like and how you can create them with your clientele.
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Customer RelationsCustomer relations describe the ways that a company will engage with its customers to improve the customer experience. This includes providing answers to short-term roadblocks as well as proactively creating long-term solutions that are geared towards customer success. Customer relations aims to create a mutually beneficial relationship with the customer that extends beyond the initial purchase.
Customer relations is present in all aspects of a business, but it's most prevalent in the customer service department. Customer service teams, customer support, customer success, and product development all play important roles in building a healthy customer relationship. Customer relations also extend to marketing and sales teams as well since these departments have a significant influence over the company's interactions with the customer.
What functions does customer relations include?
Customer relations includes both the reactive and proactive functions performed by your customer service teams. Reactive functions are the efforts made by your team to solve issues that are reported by customers. This includes tasks like responding to customer complaints and solving problems with the support team. Being able to solve unexpected customer roadblocks is essential for brands that are looking to build strong customer relationships.
Proactive functions are the measures taken to ensure a long-term relationship with customers. These efforts are aimed towards fostering customer success by consistently satisfying evolving customer needs. Customer success teams do this by providing information about products and updates as well as by promoting discounts and exclusive offers. This type of long-term customer relationship management helps companies create lasting impressions on customers who eventually become loyal to the brand.
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