So you managed to convert a prospect into a customer and an order – good stuff!
Now what are you going to do to keep them as a customer? One thing for sure is that you want to keep them happy.
Happy Customer = Profitable Customer
Building up loyalty fosters repeat business – which reduces the cost of sales in customer acquisitions. Happy customers are also most likely to refer you to others; acting as your champion and bringing in more sales….bonus!
How do you know if your customers are happy?
You need to measure it.
And after you measure it, you need to manage it
And then you need to report and act on it.
You may already have a process and methodology in place (or maybe not). Either way, you can have VISUAL be part of the process and help facilitate and manage accordingly.
Let’s walkthrough how we can do this with VISUAL ERP.
Let’s say we want to measure our customer’s satisfaction based on Price, Quality and Delivery on each sales order. So after each shipment of an order, someone will follow up with the customer and have them rate the service based on Price, Quality and Delivery. The customer can rate each as “Great”, “Okay” or “Not Good”.
Simple metrics – I leave it to you on what the definitions should be.
Now to configure VISUAL ERP, go in Customer Order Entry, and bring up the User Defined Field Maintenance window from the EDIT menu (Edit > Customizable UDFs…).
From there, you will want to click on the Insert Tab UDF toolbar icon (or select it from the EDIT menu). We’ll first start by adding the first customer satisfaction metric “Price”. Set the following parameters:
- Data Type: select String List (which will contain the 3 possible values Great, Okay and Not Good)
- Tab: enter “Customer Satisfaction” – this is the tab that will appear in the customer order header area
- Label: enter “Price” – this is the caption of the first metric
- Seq No: accept the default value
As mentioned earlier – Price can be either “Great”, “Okay” or “Not Good” – so we will need to create a pre-defined List containing these values.
Check the LIST checkbox on the right…and click on the SET LIST button.
In the following window, use the INSERT button to enter the 3 values. You may notice in the screenshot – I also refer to a number range – so that customers can be asked to rate on a numbered scale too. Again – your company’s metric definitions may be different.
Once you have created the above list. Click Save to continue
You will want to repeat the above steps for the Quality and Delivery metrics (fields)
We’ll also create an extra field to capture any additional information a customer may provide (a free form field).
So, in the same manner as you did previously, click on the Insert Tab UDF toolbar icon and set the following parameters:
- Data Type: select String
- Tab: enter/select “Customer Satisfaction”
- Label: enter “Comments”
- Seq No: accept the default value
Your User Defined Field Maintenance window should now contain the 4 fields created (shown below). Click on the Save toolbar icon to save everything to VISUAL – which will create these new fields to the Customer Order Enter user interface.
Your Customer Order Entry window should now have a “Customer Satisfaction” Tab in the header area – with the 4 fields we created.
Custom “Customer Satisfaction” Tab in Customer Order Entry window
So now you have a place to capture and maintain Customer Satisfaction at the customer order level.
Having a place to capture this information is great – BUT how can we ensure that someone from customer service will remember to follow through and contact the customer?
Well, one way to help facilitate this is through using VISUAL’s Workflow.
With Workflow, you can have VISUAL send an email reminder as well as create a task for customer service after the customer order has been shipped and closed
The workflow structure could look like this (simplified):
The above is one example on how you can leverage VISUAL’s features and functions to measure and manage customer satisfaction. I hope this get’s you thinking on how you can incorporate something similar into your practice.