Customer Relationship Management (CRM)

It consists of the processes a company uses to track and organize its contacts with its current and prospective customers. CRM software is used to support these processes; information about customers and customer interactions can be entered, stored and accessed by employees in different company departments. Typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing.

Acquiring new customers is much more expensive than selling to existing ones. With a CRM system, companies have the confidence that customer cases will be handled quickly and effectively. The system customer support centralizes customer service requests across channels to allow companies to manage inbound emails, diagnose bugs, share knowledge, and resolve customer issues. In addition, companies can defray customer support costs with the Customer Self-Service Portal.

Impact

• Centrally manage and share all customer service issues
• Understand frequency of incidents to improve product quality
• Share information across individuals and teams
• Measure the responsiveness of customer support