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A fast growing IT services and consultancy firm was facing a daunting task at hand – maintaining high levels of growth and customer satisfaction, while at the same time grappling with competition, increasingly demanding customer service levels, and varied technology delivery streams. Customer data resided in disparate formats across multiple locations.The sales force, which needed this information in order to sell deeper and maintain profit margins in an increasingly competitive market, was faced with the tremendous task of combining and collating this information from multiple sources and teams.
Administration and billing teams were also at a loss to reconcile data from different sources in order to provide comprehensive invoices for service delivery. Over and above, it was impossible to present a structured and integrated view of the engagement to customer decision makers, thus eroding the value of services that had been provided.
During our business and technology assessment, we identified the lack of a central repository for all customer related data as the single biggest obstacle. Without a unified database, the current disparity and inconsistencies would continue to grow and pose serious challenges to their goals of being a high performance, customer centric organization.
Our CRM consultants recommended Microsoft Dynamics CRM as the best fit for their business, and undertook a thorough study of the business needs, and conducted detailed interviews with sales and service leads, as well as field staff, in order to get an accurate and balanced understanding of their needs. We mapped both sales and service engagements to the CRM, which ensured that customer interactions and service deliveries were system driven and controlled. Case summaries, knowledge base articles along with a detailed history of customer interactions meant that problem resolution and service delivery was simple, direct and accurate. Automated notifications, and escalations meant that service quality parameters could be objectively adhered to.
With CRM in place, our customer was able to reap business benefits from day one of the implementation – all marketing campaigns, lead management, proposals and team based workflow were now accessible through their CRM portal. Misleading forecasts were a relic of the past: with drill down funnel reports, forecasting was now more of a science rather than an esoteric art. With lesser time being spent to locate customer related data, and access to a structured engagement mechanism through the CRM, customer satisfaction with service levels was at an all-time high. Performance reviews were now based on objective data mined from their CRM, and this helped in retaining a motivated, focussed team, which positively impacted customer satisfaction, boosting revenue and profits.
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