A printer looks at real-world CRM

Print Action, May 2003 by Broomhead, Ian

Customer relationship management is really not a new concept. Strategy gurus have just slapped a new name on it. Partnering, customer driven and client integration are all recognizable terms from the past, each with its own motivational feel around the basic idea that the customer is always right. After more than two decades of such talk, CRM is truly hitting its stride with many of today's technologies allowing businesses to deal more specifically with not only managing, but also driving the client relationship.

CRM still sounds simple. But once you have the client, communicating with them in the proper way can be as tricky as it is important to produce their work properly. Today there is a plethora of communication methods at your disposal and each has its own place and value. It's very tempting to use everything in your toolbox and often doing so will lead to even more frustration when clients do not respond as quickly as you would like.

Some of the recognizable methods of communicating include voice, fax, email, instant messaging, non-personal (direct mail and word of mouth) and face-to-face contact, among others on a long list. But the key to success is in finding how the client prefers to work. Most of the time it's fairly simple to do so. Most clients will be happy to accept a quote via email but others may prefer to meet with you when discussing a project.

Sometimes, however, you may have a good reason to communicate in another mode with a client and this may help the relationship. For example, clients today love PDF proofs because they're fast, easy and often make geographical barriers non-existent. Still most require that they sign off a final colour proof, even though today's communication technology allows clients to digitally sign PDF proofs or at the very least send an email to confirm. Some clients assume a verbal confirmation will suffice.

But unless you trust the client and the project warrants it, signed proofs are imperative. The reason for signing a proof is not just to create a legal binding contract (hence contract proof). We all know that if you push the point on a job that eventually gets bounced, you'll lose the client, guaranteed. Signing the proof communicates to the client that you want them to read/look over the project and formally acknowledge that point.

One of the best communication skills is the ability to listen. A lot of clients love to hear themselves talk and contrary to popular belief could not care one bit about your hangnail. Listen to them and find out what they really want. It doesn't always have to be about work or a project. Some clients like to talk about other things but you'll never know unless you listen. Many businesses, for better future relations, keep records of off-topic discussions.

Etiquette in this new wired world is more important then ever. Michael Eisner, CEO of Disney, once said that the leading cause of infighting at his company was misinterpreted emails. Needless to say then it is vital to be careful what you send a client. Grammatically incorrect, or incomplete thoughts are the most common mistakes. As well, cc'ing the wrong person can cause unnecessary concern and sometimes extreme embarrassment. And never type in capital letters, unless you really mean to shout.

One of the best pieces of advice I have is don't harass your clients, give them a bit of time to absorb what you said and to find a job that suits your talents. I generally tell my reps to wait a week after the first meeting. Send your thank-you the same day by email but don't contact the client for a week unless they have asked you too.

Quotes are always the hardest to figure out. When should you follow up on a quote? I always ask the client the date they need the job before I submit the quote. In fact that's one of the first specs to ask for. This gives a clear indication of when you should follow up - keeping in mind you should follow up in a week. In fact your client relationship should be built to the point where the quote is a formality, something that unfortunately most be done for the purchase order that already has your name on it. When you are at that stage of the relationship, life is good.

Voicemail can be the best thing in the world (when your hiding from someone) or the bane of your existence (we you want to know if you got the job). Never leave more than two voice messages in one day - and never two days in a row, that is unless its your best client and you know they will be in big trouble unless you talk to them. And lastly, do not complain to a client in a message. This is always done face to face and should be followed up with an email to formalize the conversation.

The cell phone is a customer relationship technology that I have found indispensable for today's modern road warrior. I can't imagine being without one, especially in sales or management. A few words of warning, however: know when to turn it off. You may think getting a call in the middle of a meeting makes you seem important, but, trust me, it is very annoying. In fact I find that I can tell how important a person is by how few cell phone calls they receive. I think of these people as having enough confidence and authority to say, "Hey I'm with client X and they are more important than any phone call." As an aside, have it ready if they ask if you can handle a project, you can quickly interrupt your production manager to inform them a very important job is coming.