I’m near the end of a two year dental ordeal. Without getting into too much detail, it has involved surgery, bone grafting, implants, and appliances. It hasn’t been a lot of fun. Three different specialists have been part of the journey. It seems I’ve given the same information, been asked the same questions, and heard the same explanations…over and over again. It has been aggravating and disappointing.
Do Your Customers Share this Pain?
How often are your customer’s required to repeat themselves within your organization? Put yourself in your customers place. If they have to tell the same story multiple times, what do they think about your organization? The more a customer must become the liaison between your personnel and departments, the less likely they will become a loyal customer. The more they have to repeat themselves the less likely they’ll be a repeat customer.
How to Avoid Communication Breakdown with Customers
The answer is easy but not simple. Communication must be shared. There are several challenges, but one of the largest is—how do you communicate? Should customer information be shared via email, shared documents, or face-to-face? Should it be part of a CRM (Customer Response Management), would it be better to communicate over a closed social media group? Any and all of the above will work—if you have a system and everyone uses it.
Using a Customer Information System
The critical component to becoming a rock star of customer communication isn’t which system you use, it’s that everyone involved with customers uses the same system. Large investments of time and money have been poured into CRM systems only to fall apart when information isn’t submitted accurately or timely. The bottom line—a lot of time and money wasted.
If you want to avoid appearing as if you don’t care about customers, develop a system and be sure your entire team uses it. Are you good at customer communication? How do you avoid causing your customers the pain of repetition?