Business Leaders Management Consulting

Customer dialog in business processes

The Internet is an effective and cost-efficient means of customer communication. And, although it is used in many areas of the company for a number of purposes, online customer communication is rarely integrated systematically into a company’s business processes. However, integrating customer dialog into the processes as part of the company’s marketing strategy can generate a key competitive advantage. This offers great potential for improving effectiveness, while the standardized approach also cuts costs.

Customer experience – systematic and proactive

Typically, customer feedback will be gathered online or put into an online form by a call center agent. However, it’s not just about implementing an additional communication channel for customer care. Customer satisfaction surveys, which often provide suppliers with useful information on their performance or the market, also fall short in this respect. Customers who vent their frustration about product quality or support in this way stand to gain little and are likely to look elsewhere.

Space must be made in business processes for one-on-one dialog with customers. This is the only way for a company to successfully foster its business relationships and, above all, respond systematically to the emerging problems and opportunities.

Managing customer loyalty

In the service and knowledge economy of the 21st century, added value is generated first and foremost through customer interaction. This enables companies to react promptly to rapidly-changing customer requirements and to get a handle on market developments in good time, thus ensuring that they are in the position to manage customer loyalty directly.