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Improving Service Delivery through Customer Relationship Managers


Service delivery means a lot of different things to a lot of different people. However in the end, it really means delivering services to the satisfaction of the customer: customer service. Because ultimately, that is what organizations want to accomplish. It means increased sales, loyalty and profitability. Providing outstanding customer service, and the delivery of that service to their customers is the lifeline of any organization.

Now how do we do that? We do that through service to the customer. Listening to their needs, understanding their wants and empathizing when things do not go their way.

That is where the Customer Relationship Manager (CRM) comes in. The CRM establishes and maintains a business relationship between the service provider and the customer based on understanding the customer and their business needs; and the CRM ensures the service provider is able to meet needs as needs change over time and between circumstances.

So, with that in mind, ensure that your CRMs are more involved in setting and monitoring the Service Level Agreements (SLAs) with your customer. The role of the CRM should be both strategic and tactical where they focus on the overall relationship between the Service Provider and the customer and which services the Service Provider will deliver to meet the customer's needs. The key measure should be customer sanctification.

CRMs should provide updates on major incidents; escalation; complaint handling which feeds into SLA management. They should should also be on the look out for improvements through satisfaction surveys; service performance; journey mapping; and improvement plans.

CRMs ensure that the customer’s requirements (e.g., Service Level Requirements as part of the Service Level Management Process) are clarified, evaluated, documented and communicated toward the Service Level Management Process. In cases of Service Level Agreement (SLA) changes the Customer Relationship Manager coordinates all activities with Service Level Manager for that particular customer.

Setting up an effective CRM program is the beginning of developing a sound customer service organizations focused on the Voice of the Customer (VoC).

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