CRM, an ally in Customer Service
to the Client
The reason for a company's existence is its customers, which is why plans, strategies, projects, and everything else are aimed at ensuring a positive experience for them.
That is why, from within the organization, the implementation of different tools is analyzed in order to strengthen the company-customer relationship, and of course, to ensure that the customer experience is positive through any service channel.
CRM
And how to maintain that good relationship? It's a routine question that leads companies to restructure their customer service model periodically, considering that customers are constantly changing in their tastes, habits, and ways of communicating, to name a few aspects.
If we consider good treatment in the interaction between two people, we already have a starting point, and if we add that one of the interlocutors knows the solution to the needs of the other, trust begins to be generated and the relationship is strengthened, in this case, company – client, which is what is expected.
This small exercise is achieved thanks to the implementation of CRM (Customer Relationship Management), which is basically managing the relationship with customers, since the company ends up capturing a volume of information that requires good management to avoid future setbacks for the company.
Therefore, its implementation becomes an advantage for the company, since all the information about the different clients is centralized in a single database.
This is why CRM is a fundamental ally in customer service, whether in the Contact Center or the Call Center. In the Contact Center, its objective is to receive inquiries related to the company's products or services.
In the case of the Call Center, its implementation is related to telemarketing campaigns, since its goal is to contact potential customers by telephone in order to offer the company's products and/or services.
CRM Sales
- There is immediate access, so any agent can use the centralized database where they will find consolidated information, and in turn they can incorporate new data, enriching the system, which allows it to be kept up-to-date, thus increasing its usefulness.
- Based on the above, the company will have deeper information about each customer, generating the implementation of a series of actions, taking advantage of the data collected there, and thus improving marketing campaigns or sending personalized offers, among other actions.
- CRM systems provide all the necessary information, thus avoiding errors such as offering the wrong product, repeating past situations, providing out-of-context information, or transferring a call to the wrong department.
- This system generates greater efficiency in customer relationship management, thus optimizing the work of the company's staff.
CRM in the Call Center
Considering the positive impact that the implementation of this system has on customer service, this entry should consider the advantages it brings to a Call Center, starting from actions such as registering, organizing and visualizing customer data.
As well as scheduling a calendar of activities aimed at customer service and receiving comments related to a product and/or service.
The Call Center is a crucial point for the company, as a telephone call can either close a sale or negatively impact the brand's positioning.
Therefore, other advantages of implementing the CRM system in the Call Center are obtaining real-time operational metrics and integration with other communication channels (omnichannel).
In conclusion, not implementing this type of system in the company, despite the positive aspects it brings, even in its use in the Call Center, can cause a delay in operations.
For example, rotating staff leads to a loss of continuity in the sales process or a loss of special advice for a client with a difficulty that requires greater attention.
Source of support: Madison
Content Writing by: Isabel Uribe
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