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How to Use CRM to Improve the Customer Experience






> How to Use CRM to Improve the Customer Experience

Did you know, an astounding 86% of people are willing to pay more for a great customer experience? Today’s tech-savvy customers expect companies to deliver a convenient, speedy and satisfactory service. Still, with so many field service organisations continuing to rely on outdated ways of working, they’re falling behind the curve.

To survive and thrive going forward, businesses will need to modernise and use technology to enhance their operations. Fortunately, with the right CRM system, it’s never been easier to deliver on customer expectations in a cost-effective way.

In this article, we’ll explain what CRM is before sharing how it can increase customer satisfaction. Finally, we’ll discuss the ways in which CRM systems can benefit field service businesses and explore how BigChange can transform your current methods of working.

What is a CRM?

CRM stands for customer relationship management. As the name suggests, it is 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 it 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 reason for its popularity lies within the many benefits it provides to businesses in a range of industries, which we will explore in-depth later on in the article.

Not only can CRM enable organisations to build stronger relationships with their clients, streamline processes and increase profitability, but it also provides you with access to real-time data. 

As such, you can gain complete visibility over your exchanges with customers at the touch of a button and use the information collected to inform future communications, which traditional spreadsheets, paper-based documents and legacy systems can’t provide.

In simple terms, CRM is revolutionising the way businesses interact with their customer bases.

Read on to learn more about how a modern customer relationship management system can specifically benefit field service organisations and improve customer experience.

How CRM Improves the Customer Experience

CRM systems have come a long way since their introduction in 1987. More than just a digital Rolodex of customer details, present-day software includes a range of features that enable businesses to provide the best customer experiences. 

Here are four ways you can use a CRM system to enhance the customer experience:

1. Promotes 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.

With a state-of-the-art customer relationship management 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.

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. Consequently, 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. Enables You to Consider Customers’ Needs

People appreciate it when brands consider their opinions, with 77% saying they view companies more favourably if they seek out and apply customer feedback. Therefore, 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.

That’s where CRM systems come in.

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. 

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

3. Gives 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, antiquated legacy systems and slow manual administration processes aren’t going to cut it anymore.

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.

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. 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.

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.

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

It may seem that CRM is only designed to improve your customers’ experience, but that isn’t strictly true. In reality, businesses that prioritise the customer experience outperform those that don’t by an astounding 80%.

Here are just some of the many benefits your organisation could enjoy by adopting a CRM system to improve CX:

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. Subsequently, when you use a CRM system to enhance customer satisfaction, your clients are more likely to be loyal to your business.

With a CRM, you can send out regular, personalised communications to keep your customers engaged and make them feel appreciated, even after their job is complete. By keeping in touch with your clients, you’ll remain at the forefront of their minds, and they will consider your business next time they require your services.

2. Your Company’s Reputation Will Improve

Your clients will be more inclined to recommend your services to their family, friends, and professional network when you deliver outstanding customer service. 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. You can log every call, email and customer interaction directly in the system, making it painless to track whenever you need to find essential details quickly.

Plus, 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

Organisations 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.

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.

BigChange’s workforce 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, they 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.

As a consequence, 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.

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.

Find out how BigChange can help your businessbook a free consultation today. Get more helpful guides and tips delivered to your inbox by subscribing to our newsletter below. You can keep up to date with BigChange on LinkedInTwitterFacebookInstagram and YouTube.

1st February 2022



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