Collaborative CRM

One of the goals of Customer Relationship Management

is to provide an infrastructure of support that is

effective and responsive to support questions raised

by customers, complaints, and any other issues.

The Collaborative portion of the CRM is to coordinate

a multi-channel service and support system within the

company that can take care of these issues.

A technical support department has interaction with

customers. It is common for customers to submit

questions or complaints about things to the technical

support team.

For example, customers are often asking for an online

system to make purchases or check the status of their

order.

The technical support team will take these customer

issues to the Collaborative CRM who can use this

information to provide better customer service and

create this online need.

The ultimate goal of the Collaborative CRM is to

improve the customer service experience and ensure

everyone is happy.

They might distribute surveys out to their customers

or send them by mail if a mailing list has been

established to find out answers to certain questions.

Surveys are often used to find out about customer

satisfaction regarding certain products or the

shopping experience.

Surveys often provide a lot of useful information to

the Collaborative CRM team when the receive comments

like the bathrooms are filthy, the sales girl was very

rude, or maybe someone couldn’t find a customer

service representative for over ten minutes.

Collaborative CRM gives management an idea how to make

changes within an organization or what things are not

being done so they can ultimately improve the customer

experience.