Excel in Digital Age CRM


September 18, 2019 11:30 AM

Excel in Digital Age CRM

Today, technology is creating an entirely new social media landscape, changing itself almost every other day. Other important shift to consider is that digital transformation is raising customer expectations and making competition aggressive.

In these sorts of environments, even a seemingly innocuous comment about service slackness can create a domino effect and put a company’s reputation at great risk. In another context, control over brands and reputation has permanently shifted into the hands of the customer.

Customer audiences are not isolated anymore. What you have to contend with are connected customer communities who are tech savvy, hyperactive and smartphone enabled. What they choose to say and write drives conversations.

Furthermore, cloud technology keeps vendor-switching costs to the bare minimum. This has made the quality and value of the customer experience a company provides a defining factor for building long-term relationships with customers.

‘On The Go’ Interactions

Post purchase, customers most frequently choose to interact via the customer service operations. Which means the quality of the service provided significantly influences customer perceptions about the brand.

Bear in mind, these perceptions dictate customer loyalty as well -- be it retention loyalty, enrichment loyalty,or advocacy loyalty. All add up to become the key to retaining customers and grow the business.

Areas To Focus

According to a recent Forrester report, there are three pillars that contribute to perceptions of service quality -- Ease, Effectiveness, and Emotion. To excel in each of these areas requires an upfront investment in digital technology CRM like the Microsoft Dynamics 365.

Ease of obtaining service

Customers can now access seamless and effortless interactions with the company across every channel, and experience engagements that are managed effectively across all channels, and all at once!

More important, with Microsoft Dynamics 365, self-service becomes the preferred means for seeking help. Requests for assisted service come into play only to resolve more complex issues. Whenever customers need on-site service, they can be assured of technicians who resolve issues at the first attempt and turn up at the right address on time.

Effectiveness of service

Providing customers with effective service means delivering service that meets the customer’s need entirely and even go beyond what is needed by providing a means to avoid any similar issues in the future.

To sustain effectiveness, Microsoft Dynamics 365 brings three components into play: Process guidance, Prescriptive advice and Preemptive service.

Process guidance
Process guidance includes everything from creating simple workflows to building customized business rules to introducing pre-installed best practice industry templates. Microsoft Dynamics 365 also enables users to visually design, deploy and manage business processes without writing any code.

It effectively guides the service provider experience end-to-end, from issue initiation to closure by tying into customer feedback. Microsoft Dynamics 365 handles transaction surveys in order to improve future service interactions. As integration with back-end systems becomes critical, Microsoft Dynamics 365 allows you to access contextual data to enhance user interactions.

Prescriptive advice
By following the recommended next steps suggested by Microsoft Dynamics 365 system, you can direct customers toward more positive outcomes. Moreover, you could direct decision engines to analyze data derived from diverse range of systems, channels and user behaviors to recommend everything from answers to queries, design effective incentives and promotions.

To make this decision engine work, Microsoft Dynamics 365 integrates with back-office and external systems to access relevant information concerning buying patterns, customer communications, feelings, and likings -- in essence keeping tabs along the entire customer journey.

Pre-emptive service
The capacity of interconnected devices to accumulate information and share it, creates a powerful opportunity to increase customer satisfaction and brand loyalty by providing value-added pre-emptive service.

Microsoft Dynamics 365 connects with devices that monitor inventory, usage history, geo-location, and uses this information to send alerts to and open cases regarding potential issues.

When you combine this capability with workflow automation and analytics, this communication enables you to act as a real command-and-control center and handle everything from detecting and diagnosing potential issues to fixing those issues before critical failures occur. You also help lower service costs while increasing customer satisfaction.

Emotions & Service Experience

A strong emotional bond with companies becomes possible only when companies demonstrate that they have the customers’ best interests in mind and do the right thing, every time. The key to achieving this goal is by delivering proactive service.

Microsoft Dynamic 365 helps getting to know customers real well. Integrating with CTI, it can help the call center recognize callers and start the conversation positively with a “Hello Mr. Ravi” rather than “Who is calling, are you a customer? Spell that again!”

Microsoft Dynamics 365 is an advanced CRM platform that helps take personalized service one step further by capturing customers’ preferences, purchase history, social profiles, and provides the call center with stories that are relevant, contextual and task related.

This way you optimize customer feedback capabilities across every channel, using voice analytics and customer sentiment analysis and helping the call center respond quickly, accurately and in real-time.

The result? End up winning the hearts of your customers.