Category: Feedback

Biggest Reward!

Just got this Email from one of our customers, who are going live with their Oracle CRM On Demand deployment this week. Isn’t this the biggest reward one can expect?

Wanted to say a huge thanks for consistently providing us with quality builds. We did have some environmental issues and profile issues on our side, but your enhancements build was of a great quality.

I know it isn’t easy for you run with the Phase 1 solution as well as the pilot enhancements, but we wanted to say a big thank you for all the effort you do.

I don’t think we would be this far down the project without you!!

A big thanks from you side 🙂 its been such a pleasure working with you

Thanks Dear Customer, and Congrats Team CRMIT!

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Beware Of Inactive Inboxes

We have a curious problem in our apartment, Not something which can be resolved by calling a plumber or electrician.

There are 8 flats in this apartment and we have a small association of owners. We meet once in a while and discuss things such as maintenance fee, current issues, possible solutions etc.,

In paper, this sounds good, But in reality, it’s near impossible for us to gather all the house owners (just 8 of them) in one place. So, we kept postponing these meetings and many issues went untouched.

One fine day, we decided to sort this by using the power of internet. Someone created an Email group, asked all the owners to join there and we started interacting regularly. As we could read / respond to Emails offline at our convenience, this was very useful and we all liked it.

All, except two.

One of these owners, had an Email ID, But never used it. So he missed all important updates and was always raising a flag on every issue ‘when did you discuss this? I am not even aware of it!’

‘But we sent you an Email.’

‘Sorry, I don’t check my mail at all, you should have called me in phone and informed.’

Another owner, didn’t even know what an Email is. In fact, he never touched a computer in his life till date. So, he missed all updates too.

Thankfully, the other 6 owners had active Email IDs, and were checking / responding to Emails. But we could see some mismatches in the frequency of checking Emails, for example, couple of us checked Emails every few minutes, while others did it by end of the day, or even end of the week. As a result, we couldn’t make any decisions fast enough.

To summarize, eventho’ we had an Email group and discussing things, there is no assurance that all the concerned people get updated promptly. This brings down the overall effectiveness of the Email Group itself.

If this is the case with just 8 members, imagine what will happen with Marketing teams trying to push messages to hundreds of thousands of customers in their CRM Database. You may be sending a beautiful Email Newsletter, but 20% of your contacts may never open it, another 20% may open it late, effectively spoiling your party.

With “Social” messages, the risk is even higher. Most of your contacts in the CRM Database, may not be active in Social Media / check updates regularly, What is the point in touching base with them at great expense? May be they need to be contacted in a different channel?

To take care of this serious communication issue, it is advisable for marketing organizations to start analyzing their existing contacts and split them into different buckets such as:

  • Email Aware
  • Email Active
  • Social Media Aware
  • Social Media Active
  • None

This is just a sample, we may have more buckets like this, but the point is, if we know how active the contact is in various channels (by just asking them, “What is your preferred mode of communication? Email / Phone/ Twitter / Facebook / Others?”) we can push the same message to different people in different channels and expect a higher HIT Rate.

For example, a single campaign message may go to 20% of my contacts via direct mail (Post), another 20% in Email, 40% by Social Media etc., based on the bucket where they are. This way we ensure that a message has a higher chance of making an impact, by not falling on an inactive inbox / facebook wall.

Naga Chokkanathan

Senior Director, CRMIT

(Originally Published in http://nagachokkanathan.wordpress.com/2012/03/29/why-not-beware-of-inactive-inboxes/)

Understanding Service Delivery Gaps

The earlier article on Excelling in Service Quality would have helped you to identify the five elements of service quality (Reliability, Assurance, Tangibles, Empathy, Responsiveness) that you have to focus on to exceed your customer satisfaction. But what is more interesting to understand is to know what creates the Gap between the perceived levels of Service Quality VS the expected level of service by the customer. The Gaps model helps you to understand that better by splitting the gaps into four different constituents. Understanding these gaps, measuring and narrowing down the gaps would help you to reach the ultimate objective of exceeding your customer expectations. The below picture summarizes the Gaps model where Customer Gap = Gap 1 + Gap 2 + Gap 3 + Gap 4

Gap 1 generally arises due to difference in understanding of customer expectation by front end analysts who elicit customer requirements. You can consider this as not knowing what the customer expects / the knowledge gap. This can happen due to multiple reasons like capability of the Analyst who elicit the customer requirements, not interacting with the right mix of customer contacts, not listening the customer, Language / cultural barriers, not asking the right questions, too many layers of management etc

Gap 2 arises due to translation of analyst understanding of customer requirements to service specifications / design. This is the services design and standards Gap. This primarily happens due to constraints (technology, people, process) that limits your ability to map the customer needs, not so flexible in-house processes to adopt to customer needs, lack of capability in translating the requirements specs to a well rounded design etc

Gap 3 is due to difference in the way the design is done against how it is actually executed. This is the services performance gap. This primarily happens due incompetence of delivery staff, process non compliance, employee-company conflict, high empowerment leading to people taking ad-hoc decisions etc

Gap 4 is due to difference in what is promised to the customer against what is actually delivered to the customer. This is due to you not in a position to deliver what you promised to the customer. Most obvious reason could be false promises by Sales / Marketing staff to the customer, poor expectations management etc

Unless you have tight measures to manage each of the Gaps by having right checkpoints, audits, surveys, reviews etc you may not be able to reduced the Customer Gap which is the difference between the expected service of the customer and perceived service.

Venkatesan Sundaram

Senior Director, CRMIT

(Originally Published in : http://venkysundaram.wordpress.com/2012/03/28/understanding-service-delivery-gaps/)

What To Monitor In A Tweet?

One out of every three Twitter users talk about brands in their tweets and that’s a fact. This is a good way to keep an eye on your brand. A tweet may look very small and even insignificant, but actually there are so many things that you can monitor in a single tweet. There is lot of business information that can be driven from this amazing social media tool. You can know a lot about your customer and their feelings by just carefully observing the tweets they write. Check out this picture, which talks about various things you can track from a single tweet.

There are various factors that can be considered while looking into a tweet of one of your customers or prospects and this can be mapped to your CRM data, as well. While Twitter not only works as an opinion poll, it also helps people to build an instant “backchannel”. And if your prospects are online most of the time, monitoring the tweets and responding to them promptly, can immensely help with business development and augmenting customer service.

Charu Mehta

CRM Consultant, CRMIT

Clarity In Communication

Saw a newspaper advertisement for a general insurance service, with the following text prominently displayed:

No Claim Bonus

Of course, people in the insurance industry / those who bought insurance / made claims earlier will immediately understand this as:

If you don’t make any claims in the policy period, you get a bonus

However, assuming most of the  people reading this advertisement (and are primary targets) are laymen and won’t understand this “No Claim” terminology, what will they see in this Ad?

No Bonus

You may call that silly, but when I look at the words “No” and “Bonus” near to each other, I naturally assume this company is refusing to pay me bonus (for whatever reason). There is no clarity to teach me that they are actually paying me bonus, for not making any claims.

This whole  communication gap could’ve been avoided if the company did some beta testing of its Advertisement text, they would have come up with better alternatives such as:

Bonus for No Claims

Attractive No-claim Bonus

When millions of dollars are spent on advertisement, we can never ‘assume’ things, it is better to be clear, than create a wrong impression in the target readers’ mind.

Naga Chokkanathan,

Director, Presales, CRMIT

Listening To Customers : Very Valuable!

Here is a wonderful CRM story I read today, about listening to your customers!

J Sainsbury Plc, a London based prominent retailer has recently decided to chang the name of their “Tiger” bread to “Giraffe” bread. Reason? Feedback from a customer!

So, what’s new? Everyone listens to customer feedback, once in a while they change the product name, Nothing great!

True. But this news item is unique because, the feedback actually came from a 3 year old baby, and the big fat organization listened to this very young customer and decided to make the required changes.

Lily Robinson, the now-famous baby who gave that feedback, saw the tiger bread and stated that it has more resemblance to Giraffe Bread.

Chris King, working in J Sainsbury’s customer service team picked up Lily’s letter and replied “renaming tiger bread giraffe bread is a brilliant idea, it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn’t it?” and he thanked little Lily Robinson for helping them see the spots for what they are.

Reading this story, one thing that really stroke my mind was how listening to customers can prove helpful. We all are familiar with the fact that listening is one of the most important skills, when dealing with customers, but do we really know how to listen?

Well, the reality is that we just pretend to listen and usually, try to overcome the situations by stating “thinking about your response” or may be “wondering how this will impact your work”.

To really listen to our customers, we need to put ego aside and open ourselves to the customers. Although this is difficult, it is an effective way to drive a positive impact on customers. This helps to enhance the customer experience and improve the product and service base.

When a customer complains, that means he / she wants the products of our company to serve him / her better. This is an effectual way to share the important happenings in our industry that customer is actually seeing from the opposite side of the street. So, just love when customers complain.

To learn more about how an open minded approach to negative feedback boasts earnings and morale, read this interesting article from ‘inc’ magazine :
http://www.inc.com/vanessa-merit-nornberg/why-i-love-when-customers-complain.html

Charu Mehta,

CRM Consultant, CRMIT