Today, customers are communicating with businesses on a variety of channels. One customer calls in, inquiring about the status of an online order. Another sends an email. A third customer may ask for service in-store. If a mobile app is not meeting the customer’s expectation, the customer may prefer self-help and check an FAQ in the app. An alternative is to initiate a chat with an agent, also inside of the app. Or, if someone is really annoyed, that customer may even rant on a social channel such as Facebook, Twitter, or Instagram.Company reality is that there is more than one CRM, and several business systems. All come with with their own backend. One company might be using all of the following, without even realizing how fragmented the experience is: An e-commerce system that comes with its own service subsystem. An order fulfillment system that is not connected to the CRM. Mobile app support that has its own backend. Social Media that is often...
- CRM (and other) Thoughts from Down Under