The Top Five Benefits of CRM Systems to Customer Experience

Customers value excellent customer service when interacting with brands. It is known.

In fact, according to a Walker study, 86% of customers will be willing to pay more for great customer experience by the year 2020.

To the surprise of no one, technology always finds a way to keep up. Enter the CRM system, a tool that companies use to effectively and efficiently manage customer (both potential and existing) information.

Thanks to dedicated CRM systems, companies can now track and manage customer information, correspondences, conversations, and billing information, among many others.

As a result, call centers can deliver excellent customer experience with more regularity and efficiency.

Care to know how? Here are the top five benefits of CRM systems to the customer experience.

1. Faster resolutions

So a customer calls in, and the next thing you know that customer’s information pops up on the screen. Now that’s the convenience.

When that happens, it’s even possible for a call center agent to take an educated guess on why the customer is calling (agent should listen to the customer first, however)

Thanks to the case management functionality that comes with most CRM systems, agents can quickly provide relevant answers to customer queries and offer quick resolutions.

2. Fosters continuity

The point of delivering great customer service is that it builds relationships with clients. Clients want that too.

And for a relationship to prosper, there needs to be a strong sense of continuity in every customer interaction.

It’s roughly equivalent to calling your friend and asking her if she loved the gift you gave her for Christmas and giving her the lowdown on the latest gossip concerning the next-door neighbor.

Because of CRM systems, customers don’t have to repeat themselves over and over again every time they’re doing a follow-up call on a recurring issue.

The best thing about it is that customers will always feel that agents understand their needs and are likely to respond in kind.

3. Self-service integration

IVRs are notorious for stretching the limit of customers’ patience.

Thankfully, many CRM companies are now offering an integrated IVR and CRM solution, providing customers a seamless self-service experience.

With a CRM system in place, an IVR can identify each caller and then proceed to provide custom menu options that are relevant to that particular customer.

4. Find ways to serve customers better

CRM systems provide companies with measurable data that can help them come up with a myriad of actionable insights.

These insights offer opportunities that enable brands to serve customers better.

By offering a comprehensive picture of key performance metrics as they apply to customers, CRM systems make it easier for call centers to deliver customer-centric service on a consistent basis.

5. Better internal communication

Having a good CRM system in place enables companies to have a more efficient internal communication.

Seamless communication between different departments in regards to customer information allows for faster resolution and opens new windows of opportunities to serve customers better.

Conclusion

There are no two ways about it: investing in CRM systems is one of the smartest business decisions you’ll ever make.

Put your customers at the heart of your business, and your company is bound to reel in the profits. As is the case with any meaningful relationship, it’s an arrangement where both parties win.