CRM: When Should Customer Service Run the Show?
Most customers think about CRM as a sales and marketing system. But in many industries, the customer actually has more contact with customer service. When should CS be running the CRM show, and what changes when they do?
Tue, November 24, 2009
CIO —
CRM systems tend to have a wider user base across Enterprise organizations than most other software applications do. Industry analyst surveys indicate that over 60 percent of CRM systems are used by sales teams, about 40 percent used by marketing, and about a third of the systems are used by customer support. Despite this wide range of users, my guess is that the real driver or "owner" of the CRM system is even more strongly biased towards the Sales VP. It's fairly rare to find a CRM system where the customer service (CS) VP is in the driver's seat. But going forward, I think you'll see the number of CS-driven CRM systems on the rise.
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Of course, nirvana comes when sales, marketing, and CS are all equally using — depending on — the CRM system for their success. But few companies achieve this. And besides, somebody has to go first.
When Should CS Take the Lead?
Of course, the glib answer is "when they've got the budget and the motivation" — but that doesn't make for good business decisions. It's better to make the choice based on whether your business model depends upon CS excellence. If the majority of your company's revenue comes from one-time customers, and profitability is driven simply by the sales channels, putting CS in charge of the CRM system will likely lead to nothing but problems. If, however, your company's real profitability comes from repeat business (as most do), and the evolution of the long-term customer relationships is in the hands of consulting/support/services personnel, it's much more likely CS is an appropriate choice.This goes double if your CS function is either a significant cost center or serious P&L. The more expensive and valuable your CS people are, the more automation and effective collaboration will drive your bottom line. CRM systems tend to be driven by "gold collar"workers.
But not all CS teams are really ready to take the reigns of a CRM system. They need to have an affinity for process, automation, and metrics. If their customer support reps are effective users of call center automation, case management, and knowledge management tools, they're already pretty sophisticated. If they've got a customer portal for filing and managing CS requests, or if they already have field support people logging in to their systems as part of their "truck roll" routine, they already have the values and work habits that will fit well with more comprehensive CRM.
