Businesses have adopted CRM systems to capture customer contact information, track customer issues, and nurture customer relationships. However, it’s not a panacea. Despite massive investments in CRM systems, organizations continue to struggle with customer service. According to a survey conducted by Forrester Research, 80 percent of businesses believe they deliver a superior customer experience. However, only 8 percent of their customers agree. Clearly, there is enormous potential for companies to deliver a better service experience.
It’s time to consider a more holistic approach to customer service management, one that extends beyond today’s CRM and customer support systems. Rather than just focusing on managing contacts and tracking issues, modern customer service management should connect the entire organization to address the root causes of problems, deliver effortless service, and enable proactive improvements, so teams can anticipate problems before they occur.
This paper explores how to redefine the fundamentals of customer service by bringing together people, workflows, and systems to proactively resolve issues and optimize the service experience.
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