The Role of CRM in Integrated Customer Service Management

When you think about CRM, do you think first (and often only) of one department in your company? For instance, some companies use CRM for sales management and/or to handle marketing campaigns and market segmentation. Others use it for knowledge management. And some companies use CRM in the customer support department providing service management.

But the role of CRM can be more than just a tool for sales force automation, marketing or customer support. In fact, CRM can help you automate your business processes and integrate every client-facing department with your service organization, resulting in increased customer satisfaction, long-term relationships and increased sales.

This whitepaper discusses:
  • How a broader view of CRM brings more value
  • Challenges and advantages of tighter integration
  • Smart steps on the way to successful integration
  • How to know when this approach is right—and when it isn’t
  • Three examples of how integrated CRM can improve service management

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