You have just licensed and implemented an enterprise CRM Service Cloud. Congratulations! The decision to implement the system was a good one, modern service clouds can be a tremendous tool to improve the customer experience for the people that deal with your company. How much that experience improves could very well depend on how much you have configured the system to do the work required to enhance the experience!
If you have configured your system to merely record interactions with your customers, then your employees will not only be solving the customer issue, but also entering the interaction into the CRM system. Both are valuable activities, however, they are not being done efficiently. It’s time to reverse the equation and let your CRM system do the work and improve the efficiency of your organization.
Here are some examples of how you enable the system to do the work:
- Identify the customer automatically. Whether you implement Interactive Voice Response (IVR), Computer Telephony Interface (CTI), email address recognition, social media tracking, or use a customer ID, automatically identifying the customer to the system saves that step for your agents and can be used as the basis for customer self-service.
- Identify the potential issue that the customer is experiencing. Configure your system so that all of the previous interactions and purchases by your customers are available. Display open cases, known product defects, and current system issues so that your team members (or self-serving customers) have ready access to them.
- Identify resolutions to the potential issues automatically. Configure your system so that you have a very robust, living, and growing knowledge base that can be cross-referenced by the system to display the actions that can be taken to resolve the potential and identified issues. Your agents and customers can choose the correct resolution to automatically avoid or close a case.
- Automate communications with your team and customers. Load your system with pre-approved templates and workflow triggers to automate escalations and notifications as key milestones in the processes are met
- Automatically record interactions. Configure the system to record the initial interaction and subsequent important activities taken to resolve the issue and verify that it has been resolved
- Automate your reporting and analysis. Don’t make your agents and managers dig for the reports and analysis they need to continuously improve your processes and boost your customer’s experience. Set up the reports and dashboards that your agents and managers will use for this purpose and schedule them to be displayed/delivered to them routinely.
These are just some of the examples of relatively simple configurations that can be made to your system to maximize its efficiency and enable your agents to provide a world class experience for your customers.
This blog was written by Jim Lindenfeld, who has been actively involved in customer relationship management during his entire professional career. He is a certified sales and sales management trainer. He has been involved in the implementation of CRM systems since 1987 and is currently a principal consultant in our CRM practice.
Illustration created and provided by Jonathan Pike, eVerge Group IT Specialist