In “true” CRM applications it’s a given that the application will be shared amongst various departments. In Contact Management programs, such as ACT!, it’s generally assumed that the sales “department” (this is often 1, 2 or 3 people) will be the sole users. Remembering that Contact Management software is contact-driven and CRM is process-driven, often Contact Management is relegated to the sales people. The people in accounting, shipping, operations and top management rarely get a peek as to what’s going on with the program.
That’s a real shame since, when used to its fullest extent, Contact Management can be a real source of great information for the whole company.
We’ll focus on customer service for now.
If notes on customer preferences are kept, it can benefit the customer service folks, since it’ll be documented as to what the customer has purchased in the past, when and why they purchase and who makes decisions concerning purchases. Days and times of day for shipments could be stored as well as info on returns and rejections. Certainly pricing information could also be kept which would give additional insight to the customer service folks.
If the customer is a larger firm, keep the names, phone numbers and email addresses of everyone that you “touch” at that firm.
Allow the folks in customer service to enter notes or even expand the program to allow for documenting shipments, returns, colors and styles and quantities of the products you sell.
Allowing the use of your Contact Management app to customer service gives them additional information to stay in good relationship with your customer base.
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