What Are the Functions of Customer Relations?

Customer relations is the part of the business that is concerned with the customers' perception of the products and services of the business. The goal of customer relations is to instill and establish a positive image of the company in the customer's mind. With positive perception comes more orders and revenue from the customer. Customer relations can also be considered customer service. As a function, customer relations, more pointedly, is responsible for representing the company externally, resolving customer conflicts, responding to questions, understanding the customers' business and conducting customer satisfaction surveys.

Company Ambassadors

A function of customer relations is to be an ambassador for the company--both internally and externally. As such, customer relations personnel not only speak to current customers, but they also speak to potential customers. That role means they should be aware of what they say (positively vs. negatively) and how it is said (courteously vs. abruptly). Customer relations personnel are not only customer service representatives but can be public relations professionals and senior management.

Customer Conflicts

An additional function of customer relations is to resolve customer conflicts. When products or services do not perform as expected, the customer contacts the company. Because of the product or service failure, problems are created for the customer in the form of rework, lost time and lost business. Customer relations must work to arrive at a solution favorable to the company and the customer. The solution may involve providing the customer with complimentary products or services or discounts.

Question Management

Customer relations also answers questions from current and potential customers. It is a function of customer relations to serve as a repository for information. The type of information can be historical facts about the company, information about current and future products and services and even employee directory information.

The Customer's Business

Customer relations should understand the customers' business. They should understand the customers' buying habits, supply chain and overall business--the full picture. Using this information, customer relations can create and propose innovative solutions to solidify the partnership between the company and the customer. By understanding the customers' business, the company can offer additional products and services that make the company "easier to do business with."

Customer Surveys

Customer relations must be in communication with the customers to understand their needs. The best way to stay updated on the customers' perception of the business is to conduct customer satisfaction surveys. The surveys allow customers to express their concerns and help the business understand how effectively it operates on the customers' behalf. Surveys are a wealth of information to show companies how they can improve.

References

• Good Customer Relations with Improved Personal Selling
• Top Customer Relations Management Issues
• Apple's Approach to Customer Relations

Resources

• Are Your Customers Commodities?

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