Company culture is a huge factor in how well your company runs, and discussions surrounding culture are still on the rise. If the morale of your employees and the experience of your customers matters to you as much as it should, you have certainly considered the topic of your business culture. The conversation generally focuses around how owners and managers can work to provide employees with a positive workplace environment, or how you can foster values that your customers will appreciate. However, while your culture is certainly important to many of your customers, your customers also have the potential to have a significant impact on your company culture, for better or worse.
How Customers Impact Your Culture
Relationships are reciprocal, including professional relationships, so it makes sense that while you are focused on cultivating a relationship with your customers, they also change the landscape of your business. Any customer-facing employee will tell you that the interactions they have throughout the day have the potential to impact their mood and, ultimately, their productivity. Providing a framework and a culture that provides great service and meaningful customer relationships can go a long way in improving these day-to-day experiences. On the opposite side of the equation, providing your employees with a positive and person-centered culture gives them the ability to better provide for your customers. Employees and customers who feel taken care of are more likely to stay or return with your company. On the other hand, if you fail to meet their expectations, or provide lackluster company values, neither your customers nor your employees will want to stick around.
The Role of CRM
If you truly want a customer-centered approach supported by a great team, a customer relationship manager (CRM) is an essential tool for your business. The benefits of CRM are enormous, both for your customers and for your business. These databases track anything from simple customer contact information to in-depth sales data and customer behavior reporting. Many CRM’s also offer incredibly powerful tools such as automated marketing campaigns, and suggested follow-up for your sales and marketing teams. Working with a CRM will allow your employees to have detailed information about a customer available to them, while also allowing for large-scale views that help you understand the needs of your entire customer base. Ultimately, using a CRM can help you to provide better service, easier follow up and more personalized marketing.
Cultivating Positive Relationships
A CRM makes the job of forming great business relationships and customer loyalty easier, but as with all tools, it only does some of the work. The relationship itself is always more meaningful to your customers when it is tied to the face of an employee. Depending on the type of business you run, this could take many forms, including a dedicated customer success manager that your client can get to know and love or a well-trained customer service staff that provides helpful advice and problem-solving. Your primary obligation as an employer is to provide your employees with the tools, training and culture they need in order to provide a seamless experience and a fantastic product to your customers. Despite the fact that providing employees with extra training and state-of-the-art equipment and programs can cost more up front, your customers will notice an improvement. Interacting with well-trained, knowledgeable and positive employees will make a difference that could set you far above your competition.
Customers are a vital part of any business, and they play an important role in your company’s morale and culture. Providing a great experience for your customers is essential, and can be made easier through CRM and other tools as well as world-class customer service. Top-notch employees can be cultivated through training and will thrive in a culture dedicated to giving them and your customers experiences of value. Using everything at your disposal to create strong business values will foster a strong workforce, customer base, and positive impact on the world.
Publish Date: July 29, 2020 3:25 AM