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Successfully solving business problems with CRM: Service | YouDigital Blog

We are introducing a series about CRM and its benefits for different business departments. Each article will consist of common problems in each department and how they can be easily overcome with a CRM system. This one will focus on customer service.

Customer service, or those in charge of customer satisfaction

The term "customer service" is often associated with one-on-one customer interaction, with the customer calling or visiting a help desk for issues. However, customer service is a concept that runs deeper than that. Excellent customer service is the key to your business. Fantastic customer service consists of finding out what your customer needs and then addressing their needs in a timely manner. It revolves around solving the problem, instead of making the customer jump through hoops to get it solved for them. 

How can a CRM system help the customer care department?

Let's consider three common problems that customer service representatives face and how a CRM system can help to address them.

Problem: No assistance during a phone call

Most incoming calls from your potential or existing customers will be either complaints or detailed inquiries about an offer. The customers' behavior can take many forms. But if an agent can handle a pleasant customer, they should be able to deal with difficult ones as well. In some cases though, your agent may need some assistance from more experienced colleagues. After all, your agent simply cannot put his handset down and shout through half of the office: "Lucy, come here because there is a client who does not follow...".

Solution: Call re-directing or adding another person to a conversation

Using CRM will allow agents to see which customer service reps are available and redistribute calls accordingly. If the agent needs help from another representative, he can send a request via instant messenger. Each agent can be also assigned a specific area of expertise. This allows your customer rep to accurately recognize the right representative for a call they're handling.
Another example is a problematic client. As soon as a client raises his voice, information appears on the supervisor’s screen and he/she can intervene if necessary. Of course, the CRM system has to be integrated with the telephone exchange.

Problem: Repeatable customer inquiries

The larger your customer base, the more often they call with the same problems: "How do I assemble a new wardrobe because I've lost my manual," or "The Internet has stopped working and my bills have been paid". Your costs are rising because you need to hire more and more people to answer the same questions from your customers and your profits are melting. 

Solution: Self-service knowledge portal

Modern CRM systems in the cloud make defined resources available to external persons through a website or a dedicated client portal. For example, if you are an Internet provider, it is worth creating a portal where your customers can check how to configure a modem or what to do when the Internet suddenly stops working. Step by step. You enter the content into your CRM, but your customers read it on external websites. And even if someone still calls with such a question, your agent will have the same manual on his screen and be able to explain to the customer what to do.

Problem: You lose control over customer inquiries

Customers contact you by calling the number given on the website or at the reception desk, they write e-mails to the main office or individually to the employees. Some send traditional letters or even come to the office in person. If you plan to grow the company, you have to control it. Besides, how can you know that the employee to whom the inquiry is sent will take care of it conscientiously? If this is not their main responsibility, they may ignore it.

Solution: Central inquiries management system

Collecting inquires is not a technological challenge. CRM systems have the function of accepting e-mails, forms from websites, or telephone calls. What counts is the efficient management of this process. Thanks to the CRM system you will automate the process of processing requests. The rules of assigning them will ensure that they reach the right agent. You can set the order of handling these requests according to the importance of the problem or the importance of the customer. Escalations to customer service managers help when it takes too long to solve a problem. 

Solving problems is the essence of customer service.

Customer service departments are constantly beset with problems. These never-ending issues can drive down sales, reduce brand loyalty, and tarnish your reputation. This department must have the greatest priority, at the same time it can be managed very effectively with an automated system.

If you are interested to know where else can a CRM system improve your business, read other articles of our mini-series How CRM helps a business in sales, marketing, customer service, and management.

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