Use of CRM analytics to deliver quality to the customers
Industry: Cab booking
Conventional way: The customer calls (or visits) the cab booking company, gives the addresses of the origin and destination and tells the time at which the cab is required and the number of people/type of cab. The cab booking company looks if a cab would be available at that time for its client. This process took around 5-10 min.
Modern way (using CRM analytics): The customer calls the cab booking company.
The call centre employee already knows the name of the customer. Reason: The CRM software displays the customer name on the screen of the call centre employee, based on the past records. ie: based on the phone number from which the customer is calling.
The call centre employee knows the address of origin. Reason: Based on the customer's past requests, the CRM analytics determines the most likely address for the customer. The customer is saved the hassle of dictating the complete address on the phone (a process that is prone to mistakes and could possibly result in a cab arriving late for the customer).
The call centre employee knows almost instantaneously if a cab would be available for the employee. Reason: Data from the ERP system is continuously updated in real-time, and lets the call-centre employee know if a cab would be available. The call centre employee does not have to look manually at all the bookings made so far.
Such analytics, either from CRM or ERP or other technologies, results in a process that is completed in a min. Thus, the level of service quality to the customer is improved owing to a reduction in time required for booking.
Apr 27th, 2015
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