Just over a fortnight since supermarket chain Morrisons announced the implementation of a new CRM system, the first success story has already emerged on how the move has improved the brand’s customer service.
Morrisons customer Ian Golding dedicated a recent blog post to the company’s exemplary social media service response following a complaint sent in via Twitter. Golding describes how Morrisons’ CIM team replied with an apology and request for information, to enable them to look into the situation further, within just eight minutes of the post. This rapid response not only publically promoted the impression of a customer-focused brand, it also prevented further negative comments from other consumers in reaction to the complaint.
Next, Morrisons passed on the issue to the relevant manager from the store in question, following up the initial social media contact with a phone call to address the issue. This step represents a push by Morrisons to ensure feedback filters through to the shop-floor level to make a real difference, alerting store managers to any social media comments regarding their store.
Finally, recognising that the set-up of the in-store bakery could be making it difficult for staff to notice customers in need of assistance, the manager in question decided to alter the shelving design to alleviate this problem. This last step marks the real value of Morrisons’ efforts to utilise its new CRM system to boost the brand’s customer service offering.
By creating a process that effectively transfers feedback to the employee who can solve the problem, all in the space of 24 hours, Morrisons can immediately avoid a number of future complaints regarding the same concern. This cost-saving measure boosts the brand’s reputation for providing a positive customer experience and leaves customer assistants free to focus on providing a helpful, welcoming environment for customers.
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