Westborough has a Customer Relationship Management (顧客關係管理) program for two areas of its business: Its sales organization uses it to track and manage sales leads, and its customer support group uses it to track and manage customer support issues.
“We [have about] 100 employees but we ... have customer support reps in outside of London. In the summer, when people go on vacation, we may need Westborough to cover for [the U.K.] and vice versa. Having the CRM system with customer issues, history, etc.all in one location is invaluable,” explains John P. Joseph.
“It makes it possible for one rep to pick up the conversation [and] the customer perceives little or no degradation in service even though a support group on another continent is handling the call,” he says.
In addition to using the CRM system for tracking and managing technical support issues, Envox’s customer service group uses it to sell additional products and services to customers when they call with an issue.
Finally, the information in the CRM system can be made available to others in the company. A salesperson, for example,can find out what is happening with a particular technical support question.
Having the information in one location allows us to share organizational knowledge [with our salespeople, marketing teams, developmentteams and to our senior management,”Joseph says. To run its CRM program, Envox company uses Salesforce.com’s Service and Support module within its customer service group.
Source: marketingnews 15 Sep, 07
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