I’ve just got back from the opticians. I have finally succumbed to my wifes’ nagging to get some Vari-focals and stop squinting.
Anyway, I’ve been and done it and once again my optician – Dan – made the experience a good one. I call him Dan because that is his name and I feel comfortable doing so. What’s more important is that I feel as though he knows me. I’ve been with him for along time. Or should I say “we” have been with him for some time since I, my wife and my son all purchase our spectacles and contact lens’ from him.
So as a family we are a good source of income for him. As such I might expect to recieve excellent service – and I do. I feel special. I am known by my first name, not just by Dan but by his staff (even those I have never met before). I have a friendly chat with his wife who also works in the shop. I get special deals. I just feel as though my family and I are being taken care of.
This level of excelence in customer service may be down to Dan and his wife – their hard work in buiding their business (which was part of a large chain and is now part of an even larger one) and a natural ability to build relationships with their customer base. Or it may be a result of whatever CRM system the organisation uses, which has recognised my (or my families) total value, and so prompts Dan and his wife to give me special treatment. Yes I am an individual but it is important for my optician to recognise that my value to them goes beyond that and that they need to recognise my entire family in their “single customer view”.
Does it matter to me whether the good service I recieve is as a result of “the personal touch” or driven by computer technology? Not really. All I know is that I get excellent service and have absolutely no intention of ever going to a different optician.
This is why it is important for any organisation implementing a CRM solution to consider exactly what defines a customer. As we can see, one definition of a customer may not be sufficient, so it is important to ensure that the customer matching or Entity Resolution component of the CRM solution can support these multiple views.
I know some people have difficulty adapting to Vari-focals. I hope I get on with them OK. But if I don’t, Dan said he would sort things out for me.
Excellent customer service, excellent CRM.