How CRM Improves Customer Service

How CRM Improves Customer ServiceWhen it comes to customer service and support, CRM systems are an effective tool to keep businesses organized and their customers happy. Nowadays, businesses can engage with their customers anywhere, anytime, and from any device — instead of just making them wait “on hold” over the phone.

CRM vendors have created customer service tools with a variety of features and functions to help businesses increase productivity and create more personal connections with their customers.

Most enterprise CRM systems have case management functionality that allows agents to track and manage customer contact information, correspondence, documents, conversations, and billing information. With CRM, agents can work together through chat or even video conferences. CRM software provides agents with a space to create and store templates for call scripts that can be viewed by the appropriate employees. With CRM customer service systems, service agents can now chat live with customers through their website and mobile apps.

Social Engagement

Within many CRM systems, agents can also keep in touch with customers through social media. They can then identify key social media influencers within their customer community, and gain important marketing insights using the built-in analytics that are often provided by CRM systems.

Knowledge Management

Enterprise CRM systems also usually offer knowledge management portals for customer self-service. These portals enable customers to access FAQ or troubleshooting articles without the assistance of an agent. Articles are available online, often in different languages to assist companies with an international presence. Some CRM solutions also let companies provide customers with their own online communities where they can ask each other for help, give feedback, and even voice their own ideas for new products and services.

Customer Service In Salesforce

Salesforce’s service product is called Service Cloud. It enables service agents to connect with customers through a number of channels, including social media, e-mail, or by phone. Agents can also collaborate with each other in real-time, from any device, in order to solve cases. They can easily flag issues according to their priority.

Companies can also use Salesforce to create online communities for their customers to communicate with each other to solve issues or express their ideas. Businesses can create “premier” communities for high value customers, where marketers can place directed promotions or provided dedicate “concierges” for the best service possible.

Customer Service In Microsoft Dynamics CRM

Microsoft Dynamics CRM also offers built-in customer service and support management. Customer service agents can collaborate with each other in real time to help customers, and create and share service documents across the entire team.

Dynamics also includes social engagement and monitoring tools, along with the standard phone and email response management channels. Tools specifically aimed at managing call centers for both large organizations and smaller businesses have recently been either updated or introduced in the latest version of Dynamics CRM.

Customer Retention

The ultimate goal of customer service and support is to quickly and effectively help customers and retain their business. The purpose of service and support tools built into many CRM solutions is to help service agents do what they do better. When evaluating CRM, like all other aspects of the product, customer service tools should be carefully evaluated to see if they meet the needs of the company and it’s support team.

Related:
Salesforce and Microsoft Dynamics 365: The Ultimate Objective Comparison