Do you do Customer Service Management?

Certainly, maintaining a relationship with customers and providing quality service makes all the difference. In the most varied sales channels (telesales, Rcas, E-commerce, counter sales), the important thing is that the customer does not remain without buying due to lack of regular contact from your salesperson. The big challenge is to ensure that all [...]
Certainly, maintaining a relationship with customers and providing quality service makes all the difference.
In the most varied sales channels (telesales, Rcas, E-commerce, over-the-counter sales), the important thing is that the customer is not left without buying due to lack of regular contact from your salesperson.
The big challenge is to ensure that all customers are served. First, it is necessary to clarify a few points, shall we?

What is attendance management?

Service management is an administrative practice aimed at managing the processes that are part of the contact service provided to the public. This means always putting the customer first, to understand their needs and desires.
This customer-focused process is aimed at building customer loyalty. This will ensure, among other benefits, more substantial revenue predictability.
It is with good customer service management that a company manages to define its "Customer ServiceQuality Standard".
Only by doing this management will it be possible to have a well tied planning and strategy to ensure that all your customers are served.
The challenge is that there are so many daily activities, and so many reports, that it is normal to only have management over sales (orders taken).

Consequences of the lack of attendance management

There are several consequences, such as low team productivity, low effectiveness in contacts or visits by salespeople. But I would like to highlight the ones we consider to be the main ones:

  • Service disruption
When a salesperson stops serving the customer, we call it a service disruption.
  • Positive break

When the customer is not served, he does not buy. The concept of positivity disruption may be different in some segments, but the principle is the same: the customer used to buy with a certain frequency, and has stopped buying.

Regardless of the name you give it, the problem is that your customer is left without service and therefore does not buy. It is necessary to act in time so that this customer does not become inactive in the base, and start buying with the competitor. And this happens because of manual processes in the operation.

Manual attendance management

We call it manual attendance management when the salesperson alone, in an empirical way, needs to analyse important variables to plan his or her visit route or contact agenda.
Think with me, a high performance salesperson plans their day to be more productive and assertive, and sell more as a consequence, right?
These are some common variables across different segments:
- Days without purchase or visit;
- Frequency of visits;
- Delinquency;
- Geographic proximity;

- Regularity of purchase;
- Delivery restriction;
- Average ticket;
- Credit limit;

The salesperson chooses the variables that he or she believes will bring more assertiveness to analyse and define which customers will be given priority, using tools such as Excel spreadsheets, post-its, CRMs, etc. to organise the information on these customers.

In the case of external representatives it is also common to use Waze, Maps, or other tools to help find a shorter distance between the customers defined by him to serve.

The manager and the salesperson plan, and decide which customer will be prioritised for service. This is how it works in 90% of the commercial operations of distributors, wholesalers and industries.
Nothing wrong with that, but there are consequences of this manual labour that could be avoided.

Consequences of manual attendance management

1- Loss of productivity
Doing all this planning means that the sales assistant spends more time planning and analysing than serving and selling. This is taking into account a high performance salesperson who plans their week.
Another point is: if the salesperson wasn't able to meet the clients he or she defined that day, after all, unforeseen events always happen, then all the planning he or she stopped to do will be drained down the drain. Because he will have to analyze his portfolio, client, agenda and/or route again to attend to the client who was left behind and guarantee the next ones. Which brings us to the second consequence...
2- Positive break
It is when the customer stops buying within the usual frequency and regularity. It usually happens for 2 reasons:
Lack of service from the salesman;
Problems with credit, revenue, etc;
3- Loss of customers
After a time in disruption, with no service and no purchase, this customer tends to buy from the competition.
The proportion of lost customers and turnover is on average 40% of the base. This is a monthly average among distributors and wholesalers in Brazil.
This is why it is necessary to automate the management of customer care processes.

Automated service management

Technology is one of the biggest allies in management work in any sector, including customer service.

There is a lot of information that needs to be processed, both when the customer talks to a person and when they are served by an automation system (such as CRMs or Sales Forces). So it's important to have a platform that makes it easy to manage that work.

Watch the video below on how GoVendas does portfolio fulfillment management:

It is very important to understand the difference between computerisation and automation to be able to exploit the best of each technology.


Systems and tools created to store, organise and give visibility to important data and information.

There are management systems to organise all the processes and tasks within the company, from stock control, production control, purchasing, sales and much more.

CRM, BI, Sales Force, ERP, etc;

But why does computerisation not meet the needs of companies?

Because computerisation represents a small part of a more complex process.


Process automation, as the name implies, is when you stop doing something and make that "thing" automatic. In other words, something is executed without your help, without you having to execute it.

Govendas is the only solution that uses real artificial intelligence, automating your business processes.
All the analysis that a manager or salesperson would need to do, on a limited basis, to prioritise customer service is now done automatically every day.
Benefits of managing customer service

In addition to having greater control over the customers who are being served or not served, we can also cite:

  • Facilitate customer control.
  • Optimisation of internal flows.
  • Cost reduction.
  • Real management of the team's productivity.
  • Control over non-sales objections.
  • Assertiveness in campaigns.
  • Establishment of the company's quality service standard.
  • Revenue predictability.
  • Maximising service coverage.
  • Increase in sales.
 How do you manage your team's attendance? Comment below 😀

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Gabriel Grotto



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