InteractCM - Fact Sheet - Empowering Customer Facing Staff

The fourth step of InteractCM 's five step process to customer management is turning customer knowledge into value for the organisation and its customers. This step is one of the most critical in the whole customer management process. Its primary focus is in creating significant, continuing organizational momentum for relevant staff to act and generate new business.

The main activities in this step are firstly, ensuring that the technology is in place so that all relevant staff have access to the knowledge, secondly, the knowledge needs to be correctly interpreted by the customer facing staff and thirdly the customer facing staff need to act upon this knowledge to realise new opportunities.



	Without access to customer knowledge, staff cannot action cross-sell, up-sell and retention initiatives
	Lack of staff training and motivation inhibit the successful conversion of opportunities and limits the growth of the business
	Often systems, network and communications infrastructure limits the ability of an organisation to share knowledge


	Consistent message and profile for each individual customer is immediately presented to every staff member assisting the customer in any situation
	Appropriately applied staff skills and abilities combined with motivation maximise value derived from each customer
	Growth programs as developed and implemented with customer potential as the target will achieve much higher success rates
	Staff recognition and reward systems (for customer facing staff) are aligned with key business objectives


	Planning and implementing appropriate technology to deliver messages to all areas and staff members of the organisation. This aspect is a part of InteractCM's overall Customer Information Application Architecture
	Development and implementation of a comprehensive staff training and awareness-raising program in conjunction with design of tailored KPIs and reward systems
	Implementation of monitoring and feedback processes to ensure and maintain that value is driven to the organisation

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