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2019

The modern Customer Relationship Management (CRM) System is becoming increasingly more prominent in today’s workforce. It stores and analyzes your data providing you with insights into your next steps so that you always put your client first. To do this, remember that a CRM isn’t just a tool for the sales team, it needs to be adopted by all departments to be most effective. That means sales, marketing, customer service and management should all be collaborating and contributing to your CRM. However, when it comes to customer service a lot of companies have a huge blind spot. It exists in their business process and even their CRM data. It’s the call centre.

The call centre is a central part of customer service. Not only does it have the most contact with your customers but it has customer contact at pivotal moments. Customers call when something goes wrong, when something isn’t working, when they have a grievance of some sort or simply when they need some information. How these calls are handled are vital to overall customer satisfaction and retention.

As a result, it goes without saying that such a key role should be provided with every tool necessary for success in order to keep your customers happy. However, this branch of most companies often gets neglected. Stop that today by applying your CRM to your call centre.

Here are some ways in which a CRM can keep your call centre on top:

Customer Profiles

CRMs arrange your captured data into profiles. They list customer information all in one place:

  • contact information
  • social media accounts
  • purchase history
  • engagement activity
  • communications with your company

It stores a wealth of information and this pertinent data becomes increasingly valuable with each customer service interaction. When a customer service rep knows exactly who they are talking to as well as their history they can anticipate needs and arrive at a solution much faster. This data driven approach eliminates the need for customers to re-enter information that your company already has thereby increasing customer satisfaction.

Tickets

With a CRM you can implement a ticketing system. This means that every issue is logged under its own unique ticket. From there every communication, action and resolution associated with that issue can be logged under that specific ticket. That way call centre reps know exactly what the issue is and what was done before so that they don’t repeat steps and instead can quickly get to the next solution. It is also a valuable tool for historical purposes. Tickets can be logged under a customer’s individual profile to keep account of all of the issues they have had in the past.

Mobility

Mobile phones have revolutionized the way we do business. Not only does it allow customers to purchase from wherever they are, but businesses have had to adapt to provide messaging that is compatible with these devices. Further to that, mobile devices have allowed businesses to implement multimedia into their customer service platforms. Customers can now provide images and videos when contacting customer service. By leveraging the actionable data that smartphones provide companies can then enhance the conversational experience between them and their customers. The potential that comes with the mobile phone is so great that many companies have even opted to include a customer service feature in their own mobile apps.

Automation

We have all heard the keywords associated with CRM like machine learning, artificial intelligence and even deep learning, but the goal of each is to provide intelligent automation. With this you can increase your call centre’s effectiveness and identify opportunities where your call centre can improve. For instance, something as simple as queuing customer calls. Getting calls routed to the right queue the first time gets your customers helped, and on their way, faster. You want to ultimately guide your customers to a resolution as fast as you can and automation is the way to do so.

Your call centres shouldn’t be a blind spot, they are opportunities to turn a negative customer impression into a positive one and should be handled with care and attention. Implement a robust CRM that keeps your call centres operating at maximum efficiency.

CRM aka customer relationship management software enhances your brand's relationship with your customers.

 

In today's information hungry and want everything on fingertips age, it's important to understand your customers first. Because then only you will be able to serve to their delight otherwise you wouldn't be able to keep your customers for a longer time.

 

Once you understand your customers and their behavior, you can utilize your CRM to manage all customer-related information including their personal information, all sorts of interactions, etc.

 

With every shred of data stored at a single place, it will be easier for you to automate and personalize campaigns, nurture the lead cycle, enhance the communication between your customers, etc.

 

Whatever you strive to accomplish, it's dependent on how well you know your customers.

 

And surveys can be the best way to know your customers and take advantage of your CRM systems. CRM and survey is the best combination for enhancing the capabilities of CRM and expand your market reach. It helps you build strategies to make a win-win situation for business and customers.

 

Here is how a survey plugin can help you get the best out of your CRM and its data:

 

Lead Capturing & Enhancing:

 

Ever wonder why customers show interest in your products/services? What exactly caught their attention?

 

Surveys can be the best way to get such answers.

 

While conducting surveys you could ask some of the basic questions like personal information, their company size, budget for your services, their position in the company, areas of interest, and other predefined questions which might indicate their stage in the sales funnel.

 

This is also a smart way to keep your CRM customer data up-to-date which is one of the essential elements for any business. Moreover, any additional data on customers can help you bifurcate your customers in various segments of the sales funnel. Plus, it is easy to cover the users who are not into your CRM with the sharable surveys. This way, you can brodern the survey reach and can add new customers your business bubble.

 

CRM Survey tools can help you shorten the duration of your sales cycle and hence increasing the profit margins.

 

Pro Tip: While you send surveys to your customers to update their personal information and their requirements, objectives, make sure that you send pre-filled surveys with already available data using data piping feature in survey modules.

 

Optimized Feedback System:

 

There are important touchpoints in the customer lifecycle where you need to seek customer’s response. And surveys are the best way to do so. Surveys have been a huge hit with the companies which give more weight to customer satisfaction. These surveys can be a great way to generate fruitful results from the collected feedback.

 

By integrating SugarCRM survey module to your SugarCRM, you can define a set of questions for various types of surveys to be sent at major events. Those touch points can include post-purchase, after customer service, upon renewal, and even after cancellation.

 

When you pay attention at multiple points you can enhance the quality of the customer journey. It might strengthen the weak points your customers face which can add delight to their satisfaction. This step would allow you to create personalized plans for sales, customer success, support teams, and marketing teams to understand and target the customers efficiently.

 

With such feedbacks, you can easily set performance benchmarks for your teams to achieve making your organization an effective ecosystem where everyone is on the same page.

 

Transparency on Customer Behaviour:

 

A smart and automated approach to tackle your customers’ response is through surveys. If you get a negative response from your customers, you can send an automated email which says “How can we help you?” The sooner you respond to their negative feedback, the easier it is to reconstruct your brand image with them. Also, the customer would think twice before leaving your brand.

 

You can set key indicators to help you bifurcate them before sending out surveys. When a customer is done filling out the contact forms or surveys based on the gathered information, your sales team can send out a personalized response. And if the data indicates towards the bigger budget client, you could simply make some extra efforts to identify the possible business opportunities.

 

In short, when there is a sensible data in your CRM, your customers feel like you are conversing with them every step of the buying cycle.

 

Accurate CRM Data:

 

When it comes to Surveys, it helps you declutter your data at a larger extent. To do so, the key here is to conduct net promoter score surveys from your CRM. It is a great way to quantify your efforts and make sure to identify opportunities within your existing customer base. In Net promoter surveys, you identify any company’s happy as well as frustrated customers and further you can take actions accordingly.

 

You can collaborate with your support team & pre-define the emails/messages that go out to your customers based on their responses. For example, if the customer had a negative experience, your sales team can send them a support email. The same way you can ask customers to post a review if they had a satisfactory experience with your services. This way you’ll get great data to help you understand the quality of your services and how your business is doing in the market.

 

By sending NPS surveys through your CRM software, you can easily detect the promoters and detractors and set an action course accordingly. If a promoter is identified, your CRM can automatically request the customer to post a positive review on the site of your choice. In addition to setting internal benchmarks, the ubiquity of NPS surveys means you get to chase industry benchmarks.

Get the most out of your SugarCRM

Every company’s need is different. To make sure you manage your data in a better way, combine your business with SugarCRM survey module to effectively gain insights and opportunities for your business.