FREE online courses on CRM - Factors Influencing Customers - Customer Performance Factors

To a large extent, customer performance is determined by what happens inside the company. There is direct correlation between customer performance and customer focus. If the organization improves customer focus, customer performance will also improve automatically. If the company performs well internally, it will impact what happens outside the company. The customer focus factors include:

·                     organization

·                     Communication

·                     Information

Organization

·                     Implies strategic planning to serve the customer

·                     Requires commitment from the top management and employees in all department of the organization

·                     Customer focus gets created by example and the budgetary limits of time and money as set by the top management.

·                     The staff members need to possess the desired customer care skills and experience.

·                     Management of an organization can be measured in terms of how they deal with customer and improve the customer care processes.

·                     Moreover, employees can be appraised in terms of how they increase customer satisfaction.

Communication

·                     It is of prime importance to plan and implement all forms of customer communication in time.

·                     Each customer group should follow the most appropriate methods/media/messages.

·                     Communication should be focused upon customer benefits rather than product features.

·                     An interactive communication has a better impact.

·                     Through the communication, we can measure how well the company conveys its messages through the media.

Information

·                     To maximize profitability the role of data and systems have to be tightly integrated within the total customer relationship-marketing program.

·                     The customer data needs to be relevant complete and up-to-data.

·                     Even the customer information systems should be effective, flexible and user-friendly.

·                     Customer information can be measured by assessing the relevance, completeness and timeliness of information that the organization has on the customers.

·                     System managing customer information should be measured in terns of the ability to consolidate data, access data from all possible sources, merge data and to build a customer contact management capability.

System touching the customer may include:

–                     Call centre agents

–                     Dealers

–                     Internet

–                     E-mail

–                     Customer service points

–                     Intermediaries in the chain.