July 2, 2019
Customer retention is the lifeblood of any successful sales operation. It takes trust. That’s why every salesperson needs to build relationships with employees throughout the organization, especially those individuals who work in the customer service department.
The most important aspect of sales is getting the customer. The most important aspect of service is keeping the customer. Both impact the bottom line. Customer trust is essential to generate repeat business. But trust will erode if your customers hear one message from a sales representative and a conflicting message from a customer service representative.
There is nothing worse for a sales rep than a customer service rep denying a request that had been promised to the customer. There is nothing worse for a customer service rep than a customer making a demand that requires breaking the rules, only to find out that a sales rep had promised them it would get done. The worst scenario is when a customer gets caught in the middle between the promises of sales and the rules of service.
Customer loyalty increases when employees in sales and service present a united front to customers. Employees in both departments experience the highest levels of customer contact in the company. The quality of communication between the two departments can significantly increase or decrease customer loyalty.
Schedule a monthly meeting to open the lines of communication between employees in these departments. If it’s not possible for everyone to attend, assign a liaison from each area who can report on behalf of his or her team.
Sales representatives need to communicate frequently and openly with customer service employees. They need to know about any promises that have been made to the customer. Customer service representatives need to give ongoing feedback to members of the sales team to alert them about the types of situations that may be increasing customer complaints or enhancing customer satisfaction.
Open communication between the sales and customer service teams will give everyone the opportunity to do what’s best for the customer without compromising integrity.