CRM solutions managing the customer interface through the use of real time information
If “Time is Money” then managing Real Time Information is a cost effective use of money
The customer interface is no longer able to be simply defined as “all customer facing activities across the business” instead it is best represented by figure 1 which highlights the reality of business relationships: the customer should be able to, and could speak to anyone they believe will help with their problem.
Providing the most effective route for communication quickly and efficiently between the business and the customer is an absolute priority, and can provide real customer value. When working properly, the interface ensures that the customer is kept fully aware of the abilities of the business, while at the same time, insight can be gained into the changing needs of the customer.
How often does the situation arise where an important customer, in the middle of a sale, is put on hold by accounts, or a customer asks a field engineer why the invoice is wrong? Each department has effectively siloed its customers into different databases and different systems, creating cost and work for the supplier, and poor service for the customer.
In the current 24x7 frenetic environment, keeping all aspects of the customer and the customer interface accurately informed has become a complex task. As a result of this complexity, many businesses struggle due to poorly or non-integrated systems which become rapidly useless when trying to deal with a situation that is escalating out of control. Dealing with issues as and when they occur is becoming the norm and is expected by customers. This is given a number of labels, including: concurrent information channels, immediate response, and synchronised actions, but they can only be executed cost effectively if the information is presented in real time (instantaneously) and the systems can facilitate the application of the information into immediate action to manage customer expectations.
For more information visit our website www.thefutureofservice.com
Steve Downton has established a reputation for providing effective business advice within the Services Sector specialising in guiding senior management teams and supporting service operations both large and small to improve their performance profitability and deliver service excellence. steve.downton@downtonconsulting.com,www.downtonconsulting.com part of the Noventum Service Management Consultants Group
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© Downton/Noventum service management consultants 2010
