CUSTOMER MANAGEMENT

Customer Management is a comprehensive, full time activity managed by an enterprise or its partner vendor. It comprises multiple activities, such as customer acquisition, customer relationship management, customer support, and customer engagement.

• Customer acquisition is generating the right kind of leads by pitching the right kind of solution in the language of the customer.
• Customer support involves L1 and L2 customer assistance in an omni-channel environment in the customer’s preferred language.
• Customer relationship management is a set of activities and strategies with a goal to improve customer service and customer satisfaction, thus influencing customer retention and driving sales.
• Customer engagement is driving the emotional connect with a brand or an enterprise to improve the customer loyalty and net promoter score.

Customer Management reaps significant benefits from Computer Assisted Telephone Interviewing (CATI). It is used for extensive customer surveys and profile creations to understand the voice of the customer as a part of customer management. A human interviewer uses computer keyboard and mouse to record the survey responses elicited during a telephone interview. The data gets directly incorporated in the survey database, which is integrated with live dashboards for querying and researching. Now-a-days CATI platforms are combined with online survey methodologies to improve response from the target audience.

Keeping multiple communication channels open for customers by quoting their unique id, such that the customer has the option to begin where they have left earlier on any channel is omni-channel customer management. The customer profile on the customer management system should be updated and synchronized with the customer’s latest communication credentials across all channels for a seamless user experience.

It is important for an enterprise or its vendor partner to understand a customer’s journey, deliver great user experience, and understand that customers are humans and not just digital entities. Good customer management influences customer retention and customer loyalty to a significant extent.