When it comes to managing and maintaining customer data, the sales department typically has it down to a science. Because their jobs rely on their ability to connect with customers and potential clients on a personal level and sell the product well, sales representatives keep extensive notes about each encounter in a solution (or notebook) of their choosing. This customer information is typically limited to the sales department until someone comes around asking for it… and that someone is typically from the customer service department.
Customer service matters in today’s world; however, so many companies lack the tools and technology to set their customer service departments up for success. With limited staff and even more limited information, today’s customer service representatives struggle to keep up with customer inquiries, demands, and expectations. They are typically only provided with a piece of the puzzle when they need the full picture and are left hunting down the missing pieces when a customer calls in with a request or problem. Without access to transaction and service history, they are unable to serve your customers well in a timely manner. More often than not, they have to place the customer on hold until the can track down the right information – which is usually stored in the sales department’s systems.
Strengthening Customer Services’ Response with CRM Software
Historically, customer relationship management (CRM) has been relegated to the sales department. Designed to help sales representatives keep track of important customer information and key tasks, CRM started out as a type of virtual Rolodex and evolved into a solution capable of providing full customer histories and interactions with the click of a button. CRM software has, indeed, transformed the sales process and can be attributed to helping companies close more sales than ever. However, many companies have failed to translate the value of CRM to the customer service department, leaving customer service reps ill-prepared to deal with the questions and requests that come in each day.
Research has shown that companies who utilize CRM software, such as Sage CRM or Infor CRM, for both sales and customer service have greater overall customer service ratings than those who do not. By providing customer service reps with full CRM access, companies are expanding the skills of their customer service agents while delivering the service their customers have come to expect from modern day companies. When you provide your customer service department with access to CRM solutions, your customer service agents will receive the following:
- A knowledge database detailing common issues and solutions to save time (for both your employees and customers)
- Interactive dashboards that streamline the query management process by providing all of the data they need on one screen
- Case management so they can quickly and easily capture, manage and resolve customer issues
- Team management to manage the customer service team effectively
- Detailed reports that help managers view important metrics, such as call volume, case resolution times, follow-up reports, etc.
CRM software is designed for more than just sales. When you incorporate it in your customer service department (and across your business), you can achieve greater efficiency and productivity in the office, as well as improved customer service ratings. Learn more about Emerald TC’s CRM solution offerings.