Avoid doing these poor practices
No customers records kept
Customer records difficult to access
Customers kept waiting while their records are accessed
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Do these good practices
Common systems are used to exchange important account information
from a number of sources across the organization through an
array of methodologies. These systems are easy to use and highly
accessible making customers input accessible to staff in all
areas of the organization — especially product design.
Interconnected information systems – some enable customer
access.
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Principle 3: Customer Perception of Value (Item 9)
Providing what your customers value – now and in the future –
must be a key influence in your organization's direction, strategy and
action.
Your Information Technology Systems make it easy for you to record
and retrieve information about your customers (ie, they help make the
customer contact easy for the customers and easy for you to do your
work).
One of the main pieces of organizational design needed is strategic
use of an IT system to record all this listening and learning about
customers needs, requirements and relationships.
The IT system should make it easy to store and retrieve information
about your customers.
The word `retrieve' in that sentence is very important. Many IT systems
store data in ways that are not convenient for the users of the data.
What a huge waste! It usually means that the data is not used. Consequently,
the customer contact staff, who should be relying on that data, are
hamstrung.
It can be very useful if you can have your IT system physically placed
in your customer's and supplier's workplace; gathering data directly
from the place where it is hot. Such an arrangement implies considerable
trust on both sides. It can be very beneficial to both parties –
each working on providing their specialty (core competency) to the business
relationship. And exchanging the relevant data to make each jointly
successful.
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