CRM fitting into organizational processes

One of the big questions which are often mistaken by everybody is whether CRM works technically or not but it is rather how it functions. Some of the most commonly asked questions are – is it capable to carry out all the necessary functions that the users demands? Are all the processes in close line with the varied business operations? How simple and also logical are they in their approach?

As I am engaged in the CRM domain for quite some time now, I witnessed a situation with a prominent global financial institution. The account relationship managers have been asked to maintain a record to reason for every call bagged from their customers. Obviously, this is an useful thing to opt for as it will help them to undertake an analysis of their customer service effectiveness and also deciding on the different ways to carry out improvements.

However, this process has been implemented in a tough situation.

Most of the customers of this financial firm are the large MNCs, so it is possible that a call from the customer site with a particular request can come at any possible time.

No action can be resorted to till a contact profile for the caller has been developed. This process needs the filling of varied fields and also selecting the call nature as well.

Since the account managers will be interested in servicing the requirements of the customers as soon as possible, it will be possible to select the best and quickest options for getting the job done at the right time.

It has been found that the absence of real insight into how people function, this financial institution is not able to bag profit in varied ways. Their CRM tool is being termed as poor since users are becoming frustrated and ending up wasting their time and the database, which is being developed for analysis.

One of the possible suggestions has been to permit the account manager to develop the customer action on immediate basis, with the system posting the fact that there is a profile for the particular contact and also informing the user or an administrator to finish the task.

It is time to make the CRM effective, simple to use and also fit for all purposes.

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