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How field service businesses use CRM to improve customer experiences

1 February 2022

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Read this article to learn about four ways CRM systems improve customer experiences for field service businesses. Plus, how it boosts efficiency and business growth.

Did you know? According to a recent survey, nearly 86% of people are prepared to pay more for great customer experience. –  that’s almost everyone

Today’s tech-savvy customers expect companies to deliver a convenient, speedy and satisfactory service. Yet, by continuing to rely on outdated ways of working, so many field service businesses are falling behind the curve.

To survive and thrive going forward, field service businesses need to modernise and use technology to enhance their operations in order to deliver these better customer experiences. – And this is where CRM systems come in. It’s literally never been easier to deliver on customer expectations in a cost-effective way.

In this article we’re going to cover:

  • A quick definition: What is a CRM
  • 4 ways CRM can increase customer satisfaction
  • How CRM systems can boost business efficiencies and growth

Let’s dive in.

QUICK DEFINITION: WHAT IS A CRM?

Put simply, CRM stands for Customer Relationship Management. It’s a piece of technology specifically designed to manage a business’ interactions with customers or potential customers.  

CRM systems now make up the most prominent software market globally, and that market isn’t slowing down anytime soon. 🔍In fact, experts are predicting that the CRM market will skyrocket to over $80 billion in revenues by 2025.

{The continued growth of the CRM market can be attributed to the many benefits that CRMs provide to businesses across a range of industries, (which we will look at in-depth later on). 👇

But For now, here’s a quick view of some of the benefits of CRMs. Customer Relationship Management systems:

  • Build stronger relationships with their clients
  • Streamline processes and increase profitability
  • Provide you with access to real-time data… So that you’ve complete visibility of customer interactions at the touch of a button.
  • Use this information to inform future communications… This is something traditional spreadsheets, paper-based documents and legacy systems just can’t provide.

Now let’s delve into exactly how CRMs improve the customer experience for field service organisations.

HOW A CRM IMPROVES THE CUSTOMER EXPERIENCE

 

1. CRM SYSTEMS PROMOTE BETTER COMMUNICATION 📩

When it comes to creating an excellent customer experience, communication is everything. 

🔍According to data from Microsoft, 68% of people say they perceive a brand more positively when companies send them proactive customer service notifications.

Get personal. With a state-of-the-art CRM system, you can pull client data into company-branded email templates. The system then sends these personalised emails to your customers regularly to keep them in the loop about their appointment.

Be helpful. Plus, many CRMs also provide access to real-time GPS data so you can see where your workers are when they’re on the road. So, you’ll be able to send your customers automated ETA (estimated time of arrival) text and email alerts to let them know when their technician is nearby.

2. A CRM ENABLES YOU TO CONSIDER CUSTOMERS’ NEEDS ✅

People appreciate it when brands consider their opinions.

🔍In fact, 77% saying they view companies more favourably if they seek out and apply customer feedback.

So, you must consider ways to capture different viewpoints and use them to tailor your services. 

However, when you’re using multiple systems, spreadsheets and physical documents to manage your operations, it can be tricky to collate customers’ opinions, much less do anything with the information.

And that’s where CRM systems come in ✨

Get instant feedback. As soon as your technicians have completed their jobs and marked them as complete from their mobile devices, you can automatically send digital satisfaction surveys to your customers to ensure that they’re happy with the work. 

Implement feedback. The CRM automatically stores all interactions you have with your clients, so you can easily access survey results in the future. And most importantly, use them to adjust your services based on customer needs.

3. CRM SYSTEMS GIVE YOU THE TOOLS TO RESPOND RAPIDLY TO REQUESTS ⏩

Our brains are hardwired to seek instant gratification.

🔍So it’s unsurprising that 70% of customers say that speed of service matters the most when dealing with companies.

Unfortunately, old-school legacy systems and slow manual administration processes aren’t going to cut it anymore.

Move to real-time updates. In contrast, when you use CRM software to manage your workflow the system will update in real-time, giving you the ability to act upon customer requests in an instant.

For example: Your customers can book appointments using an online self-service portal, which sends an alert to your back-office staff. Your team can then use the data the client provided to schedule and dispatch the most appropriate technician based on location, traffic information, vehicle type and job constraints.

Boost cash flow. Plus, once the job is complete, your customers won’t have to wait for several days to receive an invoice as they have in the past. Instead, your technicians can fill out all the necessary paperwork directly on their mobile devices and send the invoice across immediately. Customers can then view the invoice and pay online the same day, rather than filling out and mailing a paper cheque.

4. A CRM GUARANTEES THAT CUSTOMER INFORMATION IS SAFE 🔒

🔍79% of people say they are somewhat or very concerned about how companies use the data they collect about them. 

Suppose your customers don’t believe you’re storing their details safely and protecting their privacy. In that case, they may choose to purchase products or services from your competitors who are more transparent about data protection.

Get compliant. Unlike spreadsheets and legacy systems, which are notoriously challenging to manage compliantly, CRM systems allow you to carry out GDPR-compliant management of individuals’ details. For instance, customers can edit their opt-in preferences, giving them control over what you do with their data.

Improve security. Plus, many advanced CRMs include robust security features. For instance, BigChange’s system secures all data in AWS (Amazon Web Services), the world’s most comprehensive and widely-adopted cloud platform.

As a result, you can provide your customers with peace of mind that their data is safe and that you take privacy seriously.

HOW GOOD CUSTOMER EXPERIENCE BENEFITS YOUR FIELD SERVICE BUSINESS

🔍In reality, businesses that prioritise the customer experience outperform those that don’t by an astounding 80%.

But you might have started to notice that CRM software not only improves your customers’ experience, it also improves your field service business operations too. Say hello to better cash flow, loyal customers, word-of-mouth promo, and much more.

Let’s look at some examples more closely…

1. YOU’LL HAVE A MORE LOYAL CUSTOMER BASE

🔍82% of customers who feel valued will always purchase from the same company when they need something and are less inclined to shop around.

Whilst regular, personalised communications keep your customers engaged and make them feel appreciated, by keeping in touch, you’ll remain at the forefront of their minds so that they’ll consider your business next time.

And also, they’re more likely to recommend you to others. 👇

2. YOUR COMPANY’S REPUTATION WILL IMPROVE

When we experience outstanding customer service, we’re more inclined to tell our family, friends, and professional network about it.

🔍Actually, customer endorsement is one of your most effective marketing tools, with 60% of people saying they trust it above other forms of advertising. 

A CRM system enables you to provide your customers with a better, more effective service.

For example: Your team can use real-time data to ensure that they dispatch technicians with the right skill sets for each job, along with all the necessary equipment and tools. As such, your technicians will be able to complete work to a high standard on their first visit.

3. CASE MANAGEMENT BECOMES MORE STRAIGHTFORWARD

🔍Currently, employees believe they spend around two hours each day on pointless administration tasks, which significantly slows the entire workflow down.

Not to mention that manual processes make it much more difficult to keep track of each customers’ case, leading to more problems down the line.

But, with CRM software in place, wasted time and lost information can become a thing of the past…

  • Quickly and painlessly access essential details – By accessing a log of every call, email and customer interaction directly in the system.
  • Keep everyone posted – Your team can share and allocate cases through custom tickets, notes and @ tags to keep everyone updated on the status of each job.

4. YOU’LL BE ABLE TO CHARGE MORE FOR YOUR SERVICES

🔍Field service businesses that improve their customer satisfaction rates could double their current revenue within just 36 months.

The only problem is, it’s near-on impossible to meet high client expectations if you’re still relying on inefficient, outmoded processes. In comparison, CRM systems give you the tools you need to delight your customer base by anticipating their needs.

For example: Using the information that the system has collected about your clients, you’ll be able to book recurring jobs if required and send automated reminders, so your customers don’t have to remember to make another appointment in the future.

The bottom line? When clients feel like you value them and care about their requirements, they are more willing to pay a premium for your services —rather than going to a cheaper competitor who doesn’t prioritise the customer experience.

5. EMPLOYEE PRODUCTIVITY AND PROFITS WILL SKYROCKET

🔍Teams with higher employee engagement are, on average, 22% more profitable.

However, when your staff has to spend hours each day on arduous, repetitive administration tasks, their morale takes a nosedive, and productivity decreases exponentially.

But, with technology, you could revolutionise the way your team works.

Did you know? BigChange’s job management software, which includes a built-in CRM system, eliminates burdensome processes that weigh down your staff’s to-do lists, freeing up their time to focus on more business-critical tasks. 

For example: Teams don’t have to spend hours planning a complex job schedule each time a customer books an appointment. The system will handle it for them based on the information your clients provide. Your back-office staff can then simply select the most suitable worker and equipment and assign them directly to the job.

The end result? Your employees will feel more motivated by the work they’re doing, and your customers will enjoy the seamless interactions with your business, leading to higher profits in the long run.

BOOST YOUR CUSTOMER SATISFACTION RATE WITH BIGCHANGE

Some systems manage relationships. BigChange helps you master them.

How?

Our fully integrated CRM system gives you a 360˚ view of every account, contact site and contract. Deliver positive customer experiences at every level thanks to an array of dynamic product features.

See exactly how BigChange can help your business: Book a free consultation today.

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BigChange.com

1st February 2022

BigChange

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