Integrate Knowledge Management and CRM for Enhanced Customer Experience

By CIOReview | Wednesday, December 21, 2016
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Enterprises today want to collect the data to make their operations more agile and lean, and at the same time data repositories keep mushrooming around, thus making it difficult for the for the firm to use this information to their benefit. These two conflicting things make it all the more difficult for the firm to make sense of this humongous amount of data and use it for the organization’s advantage. This is how things stand with CRM and Knowledge Management systems.

“We are witnessing a trend toward a single platform for all CRM needs, with the integration of knowledge management and CRM system," said Rahul Sheth, Strategy and Marketing Manager, CRMnext, Acidaes Solutions, reports destinationCRM.com.

However, amalgamating these two systems poses a bigger challenge for the organizations. First, they have to collate all the relevant data, which is usually scattered randomly throughout the organization and the next challenge is to integrate the various resources. But if organizations manage to achieve this goal, then they can reap huge benefits, like lean and agile operations, and highly improved customer service. 

The role of customer service has never been more pertinent than it is today. With competition going global and customization becoming the order of the day, organizations are trying their best to make sense of the data and cater to the needs of the customers. It’s a known fact now that organizations who want to achieve a higher level of customer satisfaction should try to meld the knowledge management tools and CRM software. Historically, KM tools and CRM were treated as separate entities, very similar yet very different and they worked separately to cater to separate needs of the organizations. But things are changing now and the coupling of CRM and KM has gained traction and offers many benefits. Organizations that have achieved this level of integration have placed more information on the fingertips of call centre agents, thus reducing the time of resolution of any query and quick redressal of clients’ problems.  

Knowledge-enabled CRM helps businesses in the following ways:

An integrated approach to KM and CRM enables you to get close to your customers. There are other benefits as well:

• An integrated approach lets you analyze in detail the habits and buying patterns of the customers. It also helps enterprises to capture and collate information as agents interact with customers on a regular basis.

• With resolution of their queries faster, customers are going to be happy and happier customers lead to greater loyalty.

• It’s always easier to upsell to happy customers. This is an added benefit to increase customer satisfaction as you integrate CRM and KM.

• By integrating KM and CRM, it has become easier to gather feedback from the customers and reduce the time taken to introduce new products in the market.

The role of Social Networking

Social CRM is a hot topic and much in vogue these days. By using the collective information available on various social media platforms and integrating it with the existing CRM and knowledge based systems will only help the organization in developing a robust customer service program in place. The challenge for any organization now is how to maximize the potential of social media and use it with the existing CRM and knowledge based systems. The main aim of organizations today is a prompt and robust service system.

Integration of KM and CRM seems to be the way forward in this new order where customers hold the key. This gives the organizations a great opportunity to build stronger relationship with the customers, thus increasing chances of increased productivity and better customer service.