What customers aren’t telling you: CRM data that indicates consumer dissatisfaction

December 15, 2015 TM Group

What customers aren’t telling you: CRM data that indicates consumer dissatisfaction

Some customers keep quiet about their concerns.

Microsoft Dynamics CRM provides users with the software features needed to track customer engagements and generate insight about buying behaviors. Collecting CRM data from daily procedures helps managers mine events and actions for details when customers refuse to voice concerns.

Market Research World posted the result of an in-store study that found most unhappy consumers prefer not to engage with customer service operatives. The participants in the report turned to customer care agents less than 10 percent of the time when they had a question or complaint. Some of the shoppers – 23 percent – approached the nearest employee for a quick answer, but the vast majority – 69 percent – kept their mouths shut.

Customer retention is more profitable than attracting new consumers and word-of-mouth recommendations are very effective marketing materials. Companies must keep their clients happy to encourage future patronage and to demonstrate successful business practices. A busy organization, however, may miss quietly suffering clients. CRM data gathering in Microsoft Dynamics CRM could help evaluate customer satisfaction provided a company knows where to look.

Direct feedback
There are customers who will contact a business when they have a problem. Although the consumers who approach customer care centers may be the minority of the buying audience, they could serve as an effective sampling of the overall clientele.

Customer care agents must log each interaction into a centralized software system like Microsoft Dynamics CRM. A complete accounting of call center engagements helps managers locate recurring trends in dissatisfaction. If people constantly call in with the same complaint, companies should assume there are many more customers who have the problem – but aren’t saying anything.

CRM services should be company-wide solutions. Every member of the business who communicates with clients should record the details of the interaction. By comparing data delivered to sales teams, marketing, customer service and shipping departments, managers can spot what information consumers feel comfortable voicing to specific sections of the business and why.

Lack of first contact resolutions
When customers make contact with call centers, data collected from interactions goes beyond the information spoken out loud. CRM data of the engagement could indicate where the employee could improve performance to foster greater customer satisfaction.

Specific CRM data is always more informative than broad metrics. Just measuring the length of calls is not as telling as detailing what transpired during an interaction. TechTarget suggested companies want to provide their customers with first-contact resolution whenever possible. If daily logs indicate a care agent had to perform multiple transfers or a specific client keeps making contact, the data demonstrates an inability to settle questions and concerns in a quick and efficient manner.

Companies must determine what CRM data they want to collect from care center activities. When a business approaches a CRM partner about implementing a streamlined customer software solution, they should communicate their goals for improvement and listen to advice on how to evaluate daily procedures.

Leads vs sales
Microsoft Dynamics CRM offers features that help businesses track lead generation and nurturing. Users can track the success of marketing materials like automated email and social media posts to see which content promotes inbound exploration. The American Express Open Forum blog said if there is a significant disconnect between leads and sales, the problem is probably customer service.

High click rates, social media sharing and requests for more information indicate a consumer shows interest in a company’s products or services. When CRM solutions display great success in marketing but a lack of sales conversions, it might mean potential customers lose interest once they begin actually interacting with a company.

A complete lead profile built on real-time CRM data from automated information collection tools and users consistently updating the system displays where the consumer stopped pursuing the business. Charting multiple lead journeys in a central solution can show exactly when interest was lost. Managers should devise solutions based on earlier data points that demonstrated success.

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