Author Archives: Calvin Longshore

Reasons why you should use effective customer relations strategy

The term Customer Relationship Management (CRM) has been around for many years but it is often misunderstood what CRM actually is, and the business benefits it can provide. A common misconception is that CRM is a technology, but this is only one part of the overall strategy. In fact, CRM incorporates every aspect of the business including organizational culture, people, processes and technology to identify, acquire and grow high-value customers.

However, the following are some reasons why you should use effective customer relations strategy on how to keep customers happy.

Improves relationships and reduce defection

Usually, CRM involves aspects including people, culture, processes, and technology. These all need to be interlinked to create a customer led business with the focus being on providing an outstanding customer experience. Ensuring that the entire organization is geared towards servicing the customer will lead to improved relationships with them and also reduced defection. This includes making sure your staff are empowered to deal with customers to a high level of service and that processes are in place to make sure this can happen.

Maximize up and cross-selling

Generally, the CRM effectively requires the businesses to engage and also interact with all their prospective customers and also to identify customer’s needs, and purchase behavior. These details can be stored centrally in the customer relationship management system, meaning that all sales staff has visibility of this information. When done correctly, giving staff the correct training to spot an opportunity, this will allow businesses to maximize the up and cross-selling potential of a customer.

Identify high-value customer and prospects

An effective CRM strategy will allow you to identify the groups of customers which provide the most profit to the organization. With this information, businesses will able to make sure that these high-value customers are serviced as effectively as possible to ensure a strong relationship and also to make them happy.

Optimize marketing

A better understanding of your customer’s needs and behaviors will allow you to identify the right times to market to your customers. If they upgrade their mobile phone every two years, for example, it might be a good time to contact them 3 months in advance of this date. As CRM gives insight into the most profitable customer groups, this information can also be applied to target similar high-value prospect groups. By targeting high-value prospects, at the right time, marketing resources are optimized. Concentrating on only valuable prospects will also ensure that you don’t waste time on customers that are less profitable, or worse, cost your business money.

Maximize customer lifetime value

At the initial point of sale, a customer is usually less profitable due to the acquisition costs associated with that customer. The longer they are is with the business, the more profitable they become the resources to up and cross-sell are reduced due to the existing relationship with the customer. Customer lifetime value is maximized as CRM helps improve and therefore lengthen the relationship with a customer while maximizing the revenue generated from up and cross-selling.

The above are some of the reasons why you should use effective CRM strategy in order to make the customer happy.


Customer Service: How To Handle Complaints


No matter how well you handle your business, you should always expect to encounter complaints from customers. Even a good business can experience this problem. Either there is indeed a mistake or one customer is simply in a bad mood, you should always be ready to handle complaints for better customer service.

When setting up plans on how to handle different types of complaints, you should first think of possible scenarios and determine how you will feel if you encounter one. Sometimes, as an owner, you will feel defensive if you hear complaints. You may also feel afraid thinking that there really is something wrong. You should recognize these feelings and immediately control it.

To better handle a complaint, you should look at the complaint from an objective angle and do not take it personally. Before you face the customer, have in mind that customer satisfaction is the key to your small business initiatives of gaining loyal customers. No matter how petty their complaints are, respect your customers so they will feel that their complaints are being handled seriously and you value their happiness. Always handle and solve complaints in a productive way without offending your customers.

Handling Complaints Through Emails

Ok, you have a customer complaint in your email. Breathe in first and read the email. After reading, let the information sink in then step away from your computer first for about 5 to 10 minutes. If the complaint is more complicated or let’s say, really harsh, step away for about 20 minutes. This way, you can calm yourself, think straight, and find a solution in a more objective and productive way.

After a few minutes, go back to your computer then type in your reply. Always remember, customer satisfaction is crucial for business success so the reply must absolutely not offend your customer and your business’ reputation. After writing your reply, read it thoroughly, check for grammar and spelling errors, and then let it sit for a few minutes. Do other tasks first or read other emails. After a few minutes, go back to your reply and read it again. Does it sound apologetic enough? Is the customer’s problem answered? Put yourself in the customer’s position and think how they will feel with your reply. If you think it’s good, then send it.


Wait for your customer’s reply within two to three days and if they do not respond from the email, call them so they will know that you give importance to their satisfaction.