It takes a lot to build brand loyalty. First, you need to have a great product or service, and it needs to be offered at the right price. However, that’s not enough to build strong relationships and entice customers to come back next time. It’s also not enough to encourage that all-important word-of-mouth advertising.
For those involved in credit management, it might not seem like customer experience (also known as CX) is your responsibility. Surely, it’s more important for marketers, sales teams and account managers? Well, customer experience is definitely in their remit. But, really, it’s everyone’s responsibility – especially if you have any contact with customers.
In fact, you could say that a credit manager’s role in boosting customer experience is among the most important. That’s because it’s how you deal with uncomfortable situations like unhappy customers and unpaid invoices that demonstrates your commitment to excellent service.
Improving CX might seem like a big project, but it doesn’t have to be. Even the smallest teams can make changes to create memorable and positive experiences. Here are five simple ways that you can give your customer experience a boost:
- Pick up the phone more often – Emails are great – especially when they’re automated. You can send out an email to five customers or 50,000 with a few clicks, and the cost is virtually free. However, sometimes, the best solution is to just pick up the phone and talk to someone. Try to mix in a bit of small talk to the conversation as well. It helps to build rapport and can take the edge off a tricky situation.
- Customize your offering – Having processes in place is important, but it’s also good to vary your processes to ensure they meet specific customer requirements. It also helps to keep things feeling a bit more fresh for your team. After all, repeating the same thing over and over, every day can lead to a drop in enthusiasm. Segmentation can be a useful tool for creating a more personalized customer experience while maintaining efficiency.
- Show some personality – Let your team members show off their personalities – this makes it easier for customers to relate to them. Of course, you need to remain professional, but some options that can work include letting each person write their own letter templates, encouraging friendly banter on phone calls and starting up a company blog with contributions from the team.
- Be willing to go the extra mile – Customers know (and appreciate) when somebody goes beyond the normal level of service to ensure they’re happy. This could mean something as simple as providing a bit of extra help, or following up on an issue. If you always try to think of complaints as opportunities, this can be a lot easier.
- Collect and analyze data – This can help you to track trends, understand what’s working well and spot opportunities for improvement.
Find out more
Here at OnGuard, we understand the importance of creating great customer experiences throughout the O2C process. To find out more about how our software can help you build stronger relationships, while also reducing DSO and boosting cash flow, please get in touch on +31 (0)294 25 6666 or firstname.lastname@example.org. You can also keep up to date by following us on Twitter @OnGuardHQ.