Last Thursday, we discussed the importance of documenting customer interactions in 5 Reasons Customer Documentation is at the Heart of Great Service. In that post we discussed how important documentation is to a great service culture.
Yet, it is not enough just to value good documentation, team members should also understand the best way to document a customer interaction.
Before we delve into the documentation itself, I feel compelled to share the most important rule in all of customer documentation:
In today’s complex, information-soaked world, you will get nowhere using a system that does not handle the basic information needed to effectively manage your customer experience.
Of course, your system does not have to be perfect. If you work for an organization whose CRM system does everything and records everything in exactly the most efficient and effective way possible let me know; I might need to interview the CIO.
Assuming you have a system in place that enables your team to properly record and share information, the next question becomes what do you document.
Of course, this is a generic list that should fit most organizations. However, each business is unique, and you want to look at the specifics that are relevant to your business.
For instance, do you create case or ticket numbers? Do you have to mark certain status designators? Does your system allow you to correct or tag previously entered erroneous information? Make sure you have a documentation protocol that fits the needs of your business.
Customer documentation truly is at the heart of great service. If you do not already have training in place to help people effectively document customer interactions consider creating one.
After all, CRM systems are no different than any other computer system — garbage in, garbage out.
By Adam Toporek. Adam Toporek is an internationally recognized customer service expert, keynote speaker, and workshop leader. He is the author of Be Your Customer's Hero: Real-World Tips & Techniques for the Service Front Lines (2015), as well as the founder of the popular Customers That Stick® blog and co-host of the Crack the Customer Code podcast.