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CRM Customer Service |
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Retaining a customer is far less costly and more financially rewarding than recruiting new business. CRM is aimed at improving the services provided to customers and using their contact information to continually keep them updated with the companys business. Because of this, CRM is aimed at improving the services provided to customers and using their contact information to continually keep them updated with the companys business, whether the business is selling products, services or a combination of both. But, of course, companies also must keep an eye on support spending, and tying customer service into revenue-generating opportunities - through cross-selling or add-on products or services - can transform a cost center into a profit center.
Since CRM suites integrate all modules, managers can drill down into CRM customer support data to determine sales opportunities. Product or service designers can determine problem areas - an unexpected call volume about a particular offering could point to underlying problems in the product or service, its manuals or directions. Having ready access to a company's information speeds the time a customer spends on the phone or on live chat with a support person, generally improving customer satisfaction and decreasing support costs.
CRM Customer service features often include case assignment, escalation and management; a self-service, online option for customers; access to a 'live' knowledge base that includes information based on real-life scenarios at the company, as well as tracking of support, satisfaction and time.
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