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Consona White Paper Outlines Customer Experience Management Focus for Successful CRM Initiatives
Friday 14. November 2008 - Ground-Breaking Approach to CRM Unifies Theory and Practice with Emphasis on Maximization of Customer Interaction and Comprehensive Systems Integration
Consona Corporation, a leading provider of customer relationship management (CRM) and enterprise resource planning (ERP) software and services for companies of all sizes, today announced the general availability of its white paper entitled, “The Future of the Customer Experience,” written by Tim Hines, vice president of product management for Consona CRM. The study proposes an innovative and comprehensive approach to CRM that can successfully manage the increasingly complex demands of todays large-scale customer service initiatives.
Access “The Future of the Customer Experience” now, or read below for further details on the contents of this paper. http://www.onyx.com/Resources/
In todays highly competitive business environment, customer service contacts are made by an ever-increasing variety of methods including self-service inquiries, e-mail, web chat, text messaging, and telephone, and it is imperative that companies maximize every customer touch. Beyond merely managing each interaction effectively, all contacts must be viewed as aspects of an ongoing relationship. This approach is the crux of customer experience management: a total focus on the customer relationship in all its manifestations to reflect one unified company face to the customer
Companies continue to seek the best method to maintain an ongoing relationship with their customer base as a means to encourage loyalty and continued business, while customers want high-quality products and services at a reasonable price, and appreciate suppliers who demonstrate an understanding for their needs and treat them as valued business partners. However, according to Consona CRMs market expertise, “The best companies, in a measure of customer satisfaction, are the ones that have the least opportunity to interact with the customer because there is less reason for the customer to callbut they also maximize every contact to reinforce the relationship and the customers perception of the company.” Therefore, CRM system technologies should be harnessed to both improve the responsiveness and efficiency of customer service operations and, at the same time, support product and service improvements to eliminate the need for customer service calls.
In terms of technology, a truly customer-centric CRM project requires a central database of customer information that must be accessible from all customer-related applications, such as sales force automation, marketing automation, and knowledge-centric customer service and supporta daunting task. Disparate solutions can provide some relief, but ultimately create further trials in the form of compatibility snafus and the continual updates and maintenance that software systems require.
“As a company that is firmly rooted in the CRM industry, we understand the need for a complete CRM system, and have a vision of what customer experience management is, and how it can be used to truly improve a companys customer service,” said Hines. “Furthermore, were dedicated to providing a suite of products to manage what we believe to be the future of the customer experience, and were committed to being the first supplier to bring this comprehensive CRM system to market.”