Building A Customer Service Course, Part Four: The Relationship Between CRM And Customer Service

This is part four of how to build a customer service training course.

If you use a Customer Relationship Management (CRM) strategy, you should discuss how it relates to superior customer service. For example, in the non profit sector a Major Gift Officer wants to ask the right person to fund the right opportunity at the right time. She needs data to achieve that outcome. As she builds a relationship with that potential donor, she will need to use customer service skills to establish a strong relationship, answer questions, and possibly handle complaints. In the business sector, the sales rep does the same.

This particular section of the course should show how customer service and CRM complement each other. You can have the best data in the world but if you have a poor customer service strategy and skills, you increase the risk of failure. Conversely, excellent customer service skills won’t help you if you have inaccurate data on a customer or constituent.

Don’t try to provide in-depth training on CRM here; that should be covered in a separate course.

Regards,

Glenn

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