How CRM Can Improve Your Customer Service

By Enabliser Natasha

Business are increasingly using Customer Relationship Management (CRM) to manage and improve their customer service and ensure they keep their customers happy. Once you win the sale and have a new customer you need to ensure you are providing excellent customer service to retain that customer as in most industries competitions is fierce. Businesses are also faced with customers increasingly expecting an instantaneous response to queries and complaints through a variety of mediums including social media.

Firstly, what is a CRM? According to Wikipedia a CRM is a system for managing a company’s interactions with current and future customers. It involves using technology to organize, automate and synchronize sales, marketing, customer service, and technical support. Most CRM’s offer some level of integration; to an ERP, social media, eMarketing, etc. enhancing the power and knowledge of the solution.

So how can a CRM help me improve my business’s customer service?

CRM Users can view communications, contacts, leads, opportunities, cases across the whole of business. This ensures that customer service staff are equipped with the most accurate and up-to-date information at their fingertips regardless of where it is located within Sage CRM, enabling them to provide a consistent and excellent customer service at all times. Many CRM’s are highly customisable, intuitive, and allow your business to dictate processes and workflows as well as providing a central repository of truth for all information.

Below are a few keys ways a CRM can help your business improve your customer service beyond recoding contact names and details.

Case Management

A CRM allows the customer care team with the ability to record customer queries / issues / incidents which need action. If a case is unable to be resolved immediately and is not followed up within the time allocated, based on your predefined workflow than the case can be escalated to a manager. Cases can be tracked against response times, employees, issues / products (pretty much anything your want). Most CRM’s provide comprehensive reporting and as all information is central you can easily see how your team are managing customer interactions.

Assume your business has A, B and C level customers – your A level customers have a guaranteed response time for all cases lodged. This is recognised when the case is logged in CRM, the appropriate work is assigned, then this case can be tracked and escalated to ensure your meet your agreed response time.

Customise your workflows

The ability to define customer care processes and escalation points is controlled and managed by a fully customisable workflow. This workflow can include predefined actions, options and triggers ensuring your team do not let anything slip through. As all information is held in a central repository the entire team and management can review cases and incidents meaning you are not left wondering what is happening if a team member is unavailable to respond to queries about a case they were managing.

Alerts can be sent, or an action prompted at any point of the workflow and as all information is in a central place a variety of information is accessible to anyone (with permission).


A CRM for your support team effectively provides a library or knowledgebase of all the cases your team has dealt with and this can be searched / sorted by any parameters your choose to record in your CRM; by customer, product, service, etc. Most CRM’s also have a document library component, the ability to record communications, notes, and much more.

You may choose to use your CRM to also record customer contracts personal information such as birthdays / anniversary’s to personalise and humanise their experience with your customer service team.

Other Benefits

  • Assists with performance management an motivates staff
  • Can identify and profile your most profitable customers
  • Enables customer satisfaction measurement and benchmarking
  • Enables customer issues to be tracked and responded to, regardless of who answers the phone or receives the e-mail
  • Ensures issues never ‘get lost between the cracks’
  • Improves response times to customer service requests
  • Increases productivity of customer support representatives
  • Reduces customer support costs
  • Reduces the average time to resolve an issue

In addition to these benefits some CRM’s come with web portals allowing customers to log their own cases, review and respond directly in your CRM – effectively providing a self-service option and given the customer the ownership of their cases and a sense of power and control.


Given CRM solutions are generally highly customisable and can be tailored to your businesses’ specific requirements your customer service can only benefit from the many options provided through a CRM.

Want to know more, check out also Why have an Integrated E-Marketing CRM Tool? Imagine being able to also survey your customers to see how they think your customer service team did.

For more information contact Enabling.


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