Customer service is a crucial part of business success. It creates loyalty, enables access to repeat custom and has a big impact on reputation – news of poor customer service, for example, reaches twice as many ears as praise for good customer service. It’s something that needs to be a priority for every organisation – but how can using CRM help to improve it?
Complete customer insight
Whoever the customer, the data available in the CRM will instantly provide insight into their history with the business. So, customers don’t have to be passed from one person to another until you find a team member who knows that customer or who has had communication with them before. Anyone who is the first point of contact can instantly call up key conversations and emails and be fully informed. From the customer’s point of view this means no waiting around and not having to repeat everything that has been said in the past.
Consistent service and follow up
You can use a CRM to create custom processes that are unique to your organisation. With these in place it’s much simpler to standardise service so that it is consistent right across the business. This means that every customer who gets in touch, every lead and every contact request receives the same level of service and follow up.
Detailed payment and order information
Order and payment history is important data for informing great customer service, from being able to personalise the interaction to ensuring accuracy. With a CRM this data is instantly available and in real time so that what is shown on the screen is as accurate and up to date as possible. Customer service is based on real insights into what the customer has already purchased and is informed by key information, such as whether there is any balance owed.
During a customer services interaction options may be discussed or promises made and there could be considerable follow up for the future. If this doesn’t happen then it can seriously damage the view that customer has of the business. This is especially so if it relates to making good a complaint or an issue that has arisen. Working with a CRM ensures that this kind of key follow up is not ignored or forgotten, as reminders can be set to ensure that promises are kept.
A CRM can generate reports and insights into the kind of key information that informs better business perspective, from sales activity, to orders and quotes. This data is becoming increasingly crucial to generating better customer service, from informing marketing strategy to ensuring that it’s easy to spot trends and changes in the way that customers are responding.
If you’d like to know more about how a CRM could give your customer service a boost get in touch with MarketDeveloper today.