How can an Evolved CRM Enhance the Customer Experience?

By CIOReview | Friday, June 1, 2018

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Tracking of customer issues and the way they are addressed substantially since the days of ticketing systems. The world got introduced to Customer Relationship Management (CRM) towards the end of 1980’s. CRM has since then become a norm. It stores all the customer information in a centralized location and provides a comprehensive view of the customer interaction history, and in turn, delivers valuable marketing insights. On the other hand, CRM fails to focus on solving all the problems faced by customers and improving the customer experience.

An approach that emphasizes majorly on the customer experience is a necessity now. Service Management—an evolved form of CRM—inclines companies more towards customer service along with offering all the advantages of the traditional CRM. The unified storing place that CRM creates benefits companies more than the customers. Service Management, on the contrary, connects customers and their issues with the concerned departments in a company. These departments are aware of how significant a role customer experience plays in their company’s success. As a result, they work more efficiently on solving the customer issues assigned to them.

The common service management platform also brings sales, service, and marketing departments under a single roof. Consequently, it facilitates a constructive collaboration between these departments, in turn ensuring that a problem never gets lost and is properly addressed. It also simplifies the process of delivering solutions to customers along offering automated self-service solutions and email communications at times. Furthermore, Service Management provides continuous enhancement which refrains any type of issue from getting repeated once it has been resolved for a customer.