Gathering feedback from customer-facing employees and incorporating
the input to improve work processes. Although the CRM team initially designs CRM processes, the team
is relatively removed from the daily execution of these processes. Consequently, it is important for the team
to monitor the effectiveness of their processes by gathering input from
front-line employees who interact with customers on a daily basis.
Regularly survey front-line employees to monitor the
effectiveness of current processes and opportunities for improvement. By working closely with front-line
employees, the CRM team will be more attuned to customer needs and more
responsive in improving CRM processes.
According to an interviewed executive, “[Front line employees] know more
than anyone else about customer needs.
They’re a great resource to find out what opportunities are out
there. Surveying employees is often
better than surveying customers, because [employees] are able to track trends
over a period of time.”