[Note: We are continiung our walkthrough of how to introduce Sage CRM to MAS and Accpac clients.]
I believe that the heart of CRM, the “holy trinity”, is finding, getting and keeping customers is the heart of CRM. “Keeping customers” is an important piece of the equation and we will discuss how Sage CRM delivers on this today (check here for more on “finding customers” and here for more on “getting customers”).
One of my favorite examples of the importance of keeping customers is found in a popular Seinfeld episode that shows Jerry’s frustrated attempts to pick up a rental car:
Jerry: I don’t understand, I made a reservation, do you have my reservation?
Agent: Yes, we do, unfortunately we ran out of cars.
Jerry: But the reservation keeps the car here. That’s why you have the reservation.
Agent: I know why we have reservations.
Jerry: I don’t think you do.
Jerry: If you did, I’d have a car. See, you know how to take the reservation, you just don’t know how to *hold* the reservation.
Jerry: And that’s really the most important part of the reservation, the holding. Anybody can just take them. [Said while miming grabbing reservations out of thin air.]
It’s unlikely that particular car rental place will be getting Jerry’s business in the future unless they respond quickly and decisively to turn around the problem satisfactorily. And that’s true of all of our businesses … particularly in this world where people can find a competitive service or get a recommendation from friends (and even strangers) within a few minutes on their favorite social networks.
Sage CRM helps you manage these situations and effectively turn around what could be a customer-ending experience.
At the core of improved customer service,Sage CRM allows you to track and manage these complaints as “Cases” (which you can rename to anything you want,”Service Tickets”, “Issues”, “Help Requests”, you name it).
The Cases work as a central place to organize and track communications and actions taken to resolve a particular problem. This includes phone call notes and emails back and forth with the other party, co-workers or external agents.
The emails can be built upon pre-established email merge templates for quick, professional looking responses. This helps ensure a consistent, high quality customer experience throughout the customer service group.
To further ensure that consistent, high quality customer experience, Sage CRM allows you to easily set up notifications to alert you upon certain conditions. Much like a watchdog in your backyard, barking at strangers trying to break in, the notifications can be set to email the assigned customer service agent if a case has set idle for too long. If that doesn’t get a response, the watchdog in the form of the notification engine can pop up a message on the manager’s desk and let him know there’s a problem.
The cases also support the reknowned Sage CRM workflow engine which delivers the same amazing automation and control that we discussed with the sales process.
This allows you to create a consistent, yet dynamic, path for customer service issues through your organization. A call comes in, it gets sent to the correct person for resolution, the customer is contacted, the resolution is verified, the call is closed. And if you want, you can create different resolution paths based on the type of problem or the individual customer (ex. Gold card members get higher priority).
In addition, the workflow engine helps ensure the many touchpoints that can make or break a relationship (we call these “administrivia”) are accomplished effectively.
As an example, the Sage CRM workflow engine can automatically email the customer when a case is initially logged, or progressed through the workflow from stage to stage (ex. “Logged” to “Investigating”). Or it can put a notification in to the marketing department to follow up with a customer two weeks after the problem is reported as resolved to make sure they are content.
Now you are talking about customer service turning into marketing – taking a bad situation and making it good.
Sage CRM makes all this and more (automatic case tracking history, knowledgebase, customer service portal and more!) possible.