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In a market full of options, the way a customer is served can be the key to winning them over or losing them. How can we ensure that this experience is always positive, regardless of the contact channel or the person serving them? The answer lies in the standardization of service processes, which transforms the way companies relate to their customers and drives sustainable success.

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What is customer relationship management?

It goes beyond a simple system or tool, it is a set of practices and strategies designed to create, maintain and strengthen the connection between the brand and consumers. The aim is to provide a fruitful experience at every point of contact, ensuring that the customer not only returns, but also recommends the company. For this to happen, it is essential that processes are organized and standardized, guaranteeing consistency in service.  

Irregular interactions can lead to customer frustration and damage to your reputation.

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CRM: turning data into connections

CRM tools have been developed to facilitate the effective management of customer information, updating customer relationships. Imagine them as intelligent databases, designed to manage the data you have on each consumer who has a relationship with your company. This set of structured information helps to create more personalized interactions, which in turn improves the customer experience.

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Deciphering your customer: the first step towards lasting relationships

Knowing your customer in depth is the first step to providing quality customer service. Understanding their needs, preferences and expectations allows the company to align its processes with what really matters to the consumer.  

According to a Salesforce survey, 76% of customers expect companies to understand their expectations.

In addition, Forbes indicates that 64% of consumers are willing to share personal data in exchange for a more personalized experience. Therefore, having clear processes for collecting and analyzing this information is crucial. Data management helps staff to quickly access customer history, resulting in more agile and effective solutions.

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Be where your customer is: multiply your service channels

Nowadays, people want options and flexibility. They can start an interaction via the website chat, move on to WhatsApp and eventually call to resolve issues. Offering several service channels is not just a trend, but a necessity. According to Zendesk, 87% of customers believe that brands should provide an integrated experience between channels.

However, the real challenge is to ensure standardization.  

That's what every retailer wants, isn't it? Ensuring efficiency and control of various operations, with centralized auditing and real-time assisted operation.

This is within your reach through technology. An example of good practice for ensuring standardization between stores in the same chain is the implementation of an Intelligence Center based on Inwave Darwin technology - a platform for monitoring and controlling processes, from cashier service to the layout of the sales area.

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Standardize with technology and scale your service

Standardizing processes means creating a replicable and scalable approach, while maintaining quality. By establishing clear service flows, all employees know exactly how to act in each situation.

Similar to what happens in a factory, where each stage of production is well outlined, in customer service, standardized processes avoid rework and minimize errors that can damage the customer experience.  

McKinsey studies show that companies with well-constructed customer service processes can reduce the average time taken to resolve problems by up to 33%, allowing teams to serve more customers in a more coordinated way.  

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Standardization is the foundation of a consistent experience:  

  • Improves the customer experience: when all your customers have the same positive experience, they tend to come back and refer your products to others;
  • Increases efficiency: with standardized processes, your employees work in a more organized and productive way, reducing errors and waste;  
  • Strengthens your brand: a strong brand is recognized for its quality and consistency. Standardization helps you build this reputation.

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Turn interactions into relationships

Consistency is the key to success in customer relationship management. Creating standardized processes and integrating technology into the various service channels guarantees memorable experiences.

Research by the Harvard Business Review has shown that consistency in customer experiences can increase loyalty by up to 20%. This means that by standardizing processes, your company not only maintains a quality standard, but also establishes an emotional bond with your customers.

Using platforms that centralize customer information facilitates communication between the company's different departments, ensuring that everyone has access to the same data and can offer a cohesive service.

For example, by having access to the customer's history of interactions and preferences, an agent can make more relevant recommendations or anticipate needs, making each contact meaningful.  

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Continuous feedback and improvement  

For interactions to turn into relationships, it is vital to establish a continuous feedback loop. Companies should encourage customers to share their experiences and suggestions, using this data to constantly improve their processes and services. This open dialog demonstrates to the customer that their opinion is valued and that the company is committed to evolving.  

This approach turns ordinary consumers into brand ambassadors, who not only buy from you again, but also recommend your company to others.

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