Internal communication via CRM

We meet them with great regularity: b2b organizations that have done an expensive customer intimacy project but see hardly any improvements in customer satisfaction. And that’s not so strange. Because unlike the b2c, customer satisfaction in the b2b often falls with internal communication: does the account manager who speaks the customer pass the technical question on to an engineer and then call it with the right answer? And the interior department understands the situation in a company, because only their field colleagues have visited here. For this internal communication, an average customer intimacy project has hardly any attention.

customer intimacy

Does working from home complicate internal communication?

Success among customers often depends on the extent to which all employees with customer contact are aware of the situation. Now that corona means we’re no longer allowed to work in the office, a lot of the usual communication is falling away. There are no more conversations in the walkway and at lunch. Of course, colleagues speak to each other via Zoom or Teams, but these are often very focused conversations. While a new business idea for an existing customer often arises precisely from an informal conversation in the hallway. Now that those conversations are gone, mailboxes are filling up and employees are losing the overview in that series of messages they need to deal with.

Or is information transfer only getting better?

How do you ensure that this informal communication continues to have all the space, while at the same time making formal communication more efficient? Because the less time employees spend reading all those cc emails, the more space they have to think about how to better serve their customers. You realize that with CRM. By using a common platform for everything that has to do with customer communication, everyone in the organization is informed. When someone gets a customer on the line or receives an email, they immediately see which colleague was the last contact and what was discussed then. In this way, employees can work more autonomously and independently.

Create peace and overview

When you communicate with customers through CRM, peace and overview are created. From this tranquility, space is freed up – both in heads and agendas – to make video calls with colleagues about the question: how can we better serve customer (group) A in the present time? Or: customer (group) B faces these and these challenges. What can we do to help them do that?

Of course, it is a condition that employees change their behaviour and really start using CRM as a central communication tool. The good news of the big changes by corona is that we see that this necessary change in behaviour is now happening much faster and easier than before. After all, everyone sees its usefulness. So this is the time to introduce CRM. Or, if you’re already working with it, better to use it as a central system for exchanging information about customers.

Give employees autonomy

Do you want your employees to be able to bring the creativity to think out-of-the-box at the end of a long working day? Then stop the flow of emails and then use your CRM system, also for all internal communication about customers and prospects. This gives employees autonomy, ensures transparency and facilitates them to think along with their customers. Bet that this will lead to a higher customer satisfaction score?

(Thanks to Archie partner Reginald Verhofstede, A-switch)