Abstract: In this study, the factors that affect the satisfaction of the workers in the Internal Customer. Relationship Management (IntCRM) in a X. In the highly competitive hotel industry, it is essential to encourage patterns of continuous repurchase and to retain customers. This may be achieved through the. This paper provides the overview on Customer Relationship Management that is strongly influenced by corporate culture, corporate identity and employees.The Impact of Employee Satisfaction on Customer Satisfaction
Improving employee perceptions of these root causes will have a positive influence on their behaviors and thus, you will see improvement in customer perceptions as well. To further improve customer relations and, of course, profits you must also survey your customers. As with employee surveys, customer surveys are invaluable if they are scientifically sound.
I am not referring to a 5-item questionnaire like the too brief instruments I have seen at many of the businesses I patronizebut rather I am referring to a comprehensive, carefully worded instrument designed to measure both obvious and subtle influences of customer behavior.
Organizational psychologists have specialized doctoral-level training in survey instrument design and are the best choice for this task. The next part of the process is taking action on these root causes. Improving customer perceptions of the root causes will further increase their desire to continue doing business with your company. This leads to increases in sales and profits.
- The Relationship between Employees, Customers, and Business Success
Taking action on customer root causes is not the final step, however. The survey process needs to be ongoing. There are two reasons.
First, resurveying is the only way to know for sure if the strategies you implemented had the desired impact. Secondly, human behavior is not static: You must continue to keep your finger on the pulse of your employees and customers in order to stay abreast of the root causes of their attitudes and behaviors. By doing so, you can adjust your strategies when necessary and continue to see increased profits.
Employees, Customers, Surveys, and Business Success
Recently, the National Business Research Institute NBRI conducted a scientific survey of the employees and the customers of a large financial advising company. The item identified as the primary root cause was: The root causes were positive, meaning they were having a statistically significant, positive impact on the items they influenced.
The first item identified as a root cause was: The second part of the survey, measuring customer attitudes and perceptions, revealed three root causes of overall customer satisfaction. In order of significance they included: Once again, three root causes were identified.
It is coincidence that many of the variables studied at this company had three root causes.
The number of root causes varies by sample as does the specific drivers identified. Any interventions made by this company that improve customer perceptions of the root causes will directly and significantly increase customer overall satisfaction and willingness to recommend and therefore, will increase financial performance.
The relationship is bi-directional meaning that decreases in perceptions of the root causes will directly decrease financial performance.
Do Good Employees Build Customer Relationships?
Leonard Berry has written a book called Discovering the Soul of Service: I both agree and disagree with his approach. I agree that in order to have a successful business you must place a high emphasis on the people involved; both the employees and the customers.
And some employees are in positions that directly affect the service of customers.
Good or productive employees can demonstrate customer-relationship building in several ways. What Differentiates Good Employees The best-performing employees put customers first.
There was a problem providing the content you requested
They immediately drop what they are doing to help answer customers' questions or resolve the problems or concerns of customers. Good employees also demonstrate various hospitality skills when working with customers, such as smiling, addressing customers by name and informing them of new products or services that they might be interested in. Good employees take on a consultant role with regular customers, learning what they like and helping them find it.
Job Responsibilities Some employees are forced to build customer relationships because of the nature of their jobs. Sales reps must build customer relationships to obtain repeat sales. Those who don't focus on relationship building are soon replaced by other salespeople.
Customer service employees must also be effective at building customer relationships. Small technical companies, for example, need customer service employees to be adept at helping people install products such as computer software.
Subsequently, relationships are built by helping customers resolve technical issues or update outmoded software. Small business owners in the service industry need employees who can inform customers when certain products are scheduled to be serviced.
Examples include automobile service establishments such as those that do repairs, oil changes or install mufflers. Focusing on Customer Needs Most small companies base their operations on meeting the needs of customers.