Most managers think CRM is a great solution for their company for selfish reasons like being able to share and manage their customer data, pipeline, leads, etc. Those are all good reasons but little do they realize CRM is also important for their customers.
Providing customer service is very important if you want to keep your customers. How many times have you called your bank and been greeted by an automated voice asking you to key in your bank account number? You’re thinking “Great, now I’ll quickly be able to speak with a customer service rep”. Wrong. Usually after the automated voice you’ll have the customer service rep ask you to repeat it. Situations like this frustrate us since the automation process is supposed to save both sides time.
Here’s another example: When I call my cell phone provider I only have to answer a simple question like “what is my mothers maiden name” and bingo, we’re ready to chat about my account. That is how CRM is meant to work — help automate manual processes, allow the rep to know who I am, and speed up the BS.
So my message to call center and sales managers is — Don’t forget, CRM is also important for your customers.