Of all the applications commonly plugged into an ERP system, none has greater potential for positively impacting an organizations top line than Customer Relationship Management (CRM).  While we think of CRM as adding firepower to the sales process, an equally important way in which it provides strategic competitive advantage is in the many ways it automates, streamlines and improves all aspects of customer service. Customer service is the key to keeping customers happy and coming back for more. The cost of acquiring customers is already high enough; a company must do all it can to amortize that cost over a long and mutually beneficial relationship. That makes customer loyalty almost priceless. With the right CRM system, the cost and complexity of delivering world-class customer service is driven down and revenue opportunities, through items such as service contracts, is optimized.

CRM system

Turn customer service into a competitive advantage with CRM. (Part 1)

This two-part series explores to customer service functionality you should expect you CRM system to deliver. If you haven’t yet added CRM to your ERP system, you can use this discussion to begin mapping the processes and procedures you will want to implement.

Customer Service. World-class customer service means resolving customers issues on the first contact. Customer service personnel, linked to their CRM systems, have access to every bit of customer information with just a few clicks. They can identify the product in question quickly, see service histories, warranty coverage and service contracts, enabling them to initiate an appropriate response on the spot. Customers expect superior service, but they are still appreciative when it is delivered. It tells them you’ve got your act together and can be trusted to meet their needs. All service personnel are connected to the customer service system, fostering rapid-fire collaboration to do whatever needs to be done to keep the customer happy.

Warranty and Claims Management. For customers, a warranty is a promise. Employing CRM for warranty management, each claim becomes a promise fulfilled. Rapid, accurate warranty claims processing buttresses customer loyalty. When customers need to return a product for repair or replacement, the system will automatically generate an RMA, which helps track receipt and inspection of returned goods. The perfect time to sell a warranty extension is when a claim has been successfully processed. Your CRM system should prompt service personnel to offer appropriate extensions when customer a likely to appreciate it the most.

Repairs Processing. The right CRM system should automate the entire returns and in-house repair process, from issuing a customer RMA to billing and returning the repaired product. Repair management can see at a glance all items in for repair and what needs to be done to them. Failure patterns can be spotted and shared with product requirements and engineering personnel to inform the next generation of product design.

Service Marketing. CRM systems should have built in to them complete support for marketing services to customers, including direct marketing programs to the installed base and lead generation and qualification. CRM systems give personnel a complete picture of the customer’s environment, what products are installed and what service issues have developed in the past. This enables smart, targeted selling of service contracts, spare parts, preventative maintenance and other high margin service activities.

Written by :

tracey boxer