Customer relationship management tools include traditional methods such as customer service departments and surveys, as well as newer technologies like websites and social media networks. These tools can be used proactively or reactively to establish a connection with consumers.
Customer relationship management tools represent items or processes that a company implements to create a connection with consumers. These tools can be standard internal departments or technology that collect customer data or feedback. Traditional customer relationship management tools include a customer service department, surveys or outsourcing. The latest tools include websites and social media networks, among other technologies. Companies can use various tools to saturate the market with customer relationship tools.
A customer service department is often the front line in terms of customer outreach. This department has enough staff to handle phone calls or other queries about the company and its products. The department synthesizes the collected data for analysis by top management. In most cases, this tool represents a reactive stance in terms of establishing a customer relationship. The company simply expects customers to contact the company to react to problems.
Surveys and outsourcing are two tools related to customer relationship management. A survey is usually a paper document that companies send to customers. Various questions or other survey information seek information about customer opinions of the business and its products. Outsourcing this process to a third party is common because the outsourcing company usually has the necessary tools and items to gather information quickly and inexpensively. These steps are often a proactive stance in customer relationship management.
Technology adds a new wrinkle to customer relationship management tools. Companies can use a corporate website as both a proactive and reactive answer to customer relationship management. The website allows a business to inform consumers about sales, changes and other information related to the business. The biggest problem, however, is the fact that companies have to wait for customers to visit the website to take advantage of information or feedback forms. Businesses can use the site with some success if it is set up and managed correctly.
Social media networks take technology – and website usage – to a whole new level for customer relationship management tools. These networks often provide standard websites or tools that a business can use to inform or query information about consumers. Depending on the social media platform, a business may proactively send direct notes or emails or simply advertise a link to their social media page. Either way, both methods provide the company with new customer management tools to reach consumers. These tools are often in addition to websites because social media can be a more frequent place for consumers to visit on the Internet.
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