Using CRM to Prevent Customer/Agent Backlash

As companies use the new year to set new standards for the relationships between customers and service professionals, another interesting thread has emerged in the mainstream media. What if the customer's not always right? What if the customer's wrong?

Books like Jeff Martin's The Customer Is Always Wrong and websites like NotAlwaysRight.com chronicle some of the more disastrous interactions between customers and service professionals. Meanwhile, sites like TheConsumerist.com track some of the more bizarre exchanges between customers and vendors.

Customer complaints pose problems for any manager. If the customer is telling the truth about receiving poor service, managers have to make hard decisions about staffing and development. However, if the customer is lying, a manager must weigh the consequences of caving in to demands for refunds or free services. Caving in to rude or angry customers can also cause front line professionals to feel unsupported by their supervisors, making relationships even more complex.

When used properly, CRM software helps managers track the long term relationships between customers and companies. In many call centers, audio recordings of conversations can now be attached to customer records within CRM software databases. In retail environments, cashiers can use club membership cards to track purchase histories. Some stores even allow front line service personnel the ability to attach notes to transactions, flagging questionable behavior or potential miscommunications.

The more information you have in your CRM software about a customer, the better a decision you can make when faced with a service recovery issue.