Developing CRM standards is a big responsibility. Defining the standards that the staff must live up to is a complicated process and needs to be well thought out. The three basic guidelines to service standards for CRM would be timeliness, accuracy and appropriateness. Each of these aspects will help improve the way the company makes its sales and the effect it has on the reputation of the company.
This means that the time needed for each stage of a transaction with a customer from initial engagement to actual sale must be defined. Then consider the accuracy with which the expectations of the customer can be met by the company’s product or service. The sales staff needs to make sure that they match their customer’s expectations well with the company’s promise to create an exceptional experience for them.
Last but not least is the appropriateness of the sale. Some common sense needs to be matched with honesty and integrity while making a sale to a customer. If you sell the customer something that he does not need it is not quite as bad as something that he needs but does not do the job as he expects. So the salesman needs to look at the bigger picture and not just rush in for the kill for this particular sale but consider the future repeat sales as well.
Now that we have established what the standards need to be let us consider who can contribute to creating these standards. Naturally the management is involved and will take on the bulk of the actual creation of CRM standards. The second source would be the employees who deal with the customers on a regular basis. They have a wealth of collective experiences that can be tapped into to streamline service standards.
Naturally the existing customers of the company are also qualified to contribute to the service standard creation. There is bound to be something that the customers like and some things that they do about the way the company performs its business. If their feedback can be obtained, your company will be able to design their CRM policies with the end customer in sight making it a sure shot way to lure in potential customers.
There is another source that can be tapped for contributions. These are the customer who the company lost to rival companies or former customers. Since most people have a natural tendency to criticize it would be fairly easy to dig up the old data base of former customers and ask them just what they would like to see improved in your business. Some of them will have nothing much to say and others will have more than they should. The trick is to sift through the verbal chaff to get to the grain of the matter.
Some unlikely contributors to your CRM systems and customer service standards would be your competitors and the regulatory authorities. The fact that your competitor is in business and manages to steal customers away from you means that they are doing something right. Study their techniques and take the best ideas out for your own use. The regulatory authorities can also contribute to your CRM standards by letting your know the minimum level expected.
About the Guest Author bio:
Sarika Periwal recommends KarmaCRM, a sales contact management software for businesses and individuals. This online CRM application can help you streamline a lot of sales and customer related data making your job that much easier.