Some days business is very hectic, other days it is slow, but there is a risk of forgetting information on any given day regardless of the pace of the day. That is why it is important for a professional business to have a customer experience management (CEM) system in place to document the day to day actions of the business. This is not just for the benefit of the business, but for the client as well. When it is designed it should be put in place to represent the facts of a transaction to refer back to for your company when necessary. The CEM can also be used throughout the relationship with the client until a transaction is completed.
Starting the Business Relationship with Your Client
Your customer experience management system should start as soon as a potential relationship starts with a client. Enter the client’s business name, address, phone number, website and any other information you can gather off a business card. Add to this the name of the primary contact. Using a notes field in your system, document the type of business and what their scope of business is.
Record Your Interactions with Your Client
Starting with that first contact, be sure to document your interactions. The contact management system will allow you to create a database entry that includes the nature of the conversation completed with the client. Don’t forget to include notes about personal information shares such as hobbies, travel, etc to make conversations easier to reference.
Prepare for Future Communication with Your Client
A meeting or interaction with a prospective client should always include mentioning the next step in communications. This might be sending a follow-up email, calling in a certain number of days and any future meetings. You can then pair your program up with a scheduling and email program to remind you of upcoming meetings. This might be sending a follow-up email, calling in a certain number of days and any future meetings. You can then pair your program up with a scheduling and email program to remind you of upcoming meetings. If your client makes a purchase, note when the next likely “re-order” date would be and contact the client before then for future business.
Avoid Overloading Your Clients with Communication
Document every time that someone in your company contacts any clients in your company’s book of business. This will allow you to avoid attempting to contact a client too frequently. Different departments within your company can see when an employee in another department communicated with the client via phone, email or personal meeting. Clients can feel smothered, to avoid that happening develop a policy about how often communication should be attempted, include incoming contact from your clients as well.
Think of Your Customer Experience Management System as A Modern Filing Cabinet
Most business employees can count the number of times they visit a filing cabinet to retrieve information on one hand. The fact is that with the ability to scan documents and access information online, the physical filing cabinet is being replaced.