Restoring Client Trust and Securing a Lifetime of Loyalty with Microsoft Dynamics CRM

Recently, I read “The Six Building Blocks of Customer Trust” by Peppers & Rogers Group, a customer-based business strategy think tank and management consulting firm. The article cites the “Edelman 2012 Trust Barometer, which found that only 53 percent of consumers around the globe find businesses trustworthy. Evidently, companies that do manage to build trusted relationships with their clientele will experience a significant competitive advantage. Acting in the best interests of customers and creating and consistently operating in a trustworthy environment results in clients becoming less sensitive to price and less inclined to consider alternative offers and solutions from competitors. As seen in Figure 1 from the Peppers & Rogers article, having more trusting and engaged customers adds values to the firm in the areas of client acquisition, retention, and growth.


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Leading firms across all industries that are successfully crafting and executing trust-based strategic initiatives are receiving more referrals and recommendations, truly earning customer loyalty, and ultimately increasing revenues.

On the other hand, lagging firms are the ones that still offer high quality products and services, but fail to proactively communicate and build lasting relationships with their customers. They may state their commitment to act in the best needs of their customers, but they only sporadically demonstrate their good intentions. Overall, the company is really just paying lip service to this concept. Since these employees rarely exceed their brand promise, the customer experience suffers, customer complaints increase, customer satisfaction declines, and customer defections surge.

Building a loyal customer base and earning the trust of customers does not happen overnight. It is not easy, even if one has the support of executive management. Often, client-facing sales and service employees fail to effectively execute the trust-based activities merely because they don’t have the right technology tools at their disposal. Specifically, they don’t have access to a centralized CRM platform, such as Microsoft Dynamics CRM. By integrating with other legacy systems, CRM provides a 360-degree comprehensive view of product, transaction, and interaction history of all existing, prospective, and former clients. As a result of tracking and analyzing all of this real-time information, companies can devise more appropriate up-sell and cross-sell offers that are more attractive and useful to customers and referral sources. Additionally, the more accessible, accurate, and actionable insights in CRM make it easier for employees to provide enhanced service levels. Thus, client types of varying levels of tenure, profitability, and at-risk rating will all recognize and appreciate that the company is more in tune with their unique needs. As customers notice that the company is living up to its promise of going beyond the expected, they will fill find the business more trustworthy, have more respect for the brand, and therefore extend and expand their relationship over time.

To learn more about how Microsoft Dynamics CRM can serve as the foundation of your strategic initiative to improve and restore trust with your client base, please contact [email protected]. Our robust, flexible, and industry-tailored CRM solutions can help get your firm get up and running quickly and affordably.

Post by: Kevin Wessels, Customer Effective

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