The key to growing any organization is in building strong and lasting relationships with customers. And in today’s fast-moving business world, how quickly you react to customer requests—from the initial touchpoint throughout the lifecycle of the relationship—ultimately determines the success of your company.
This is the Age of the Customer. Web-based technologies such as email, social media and a plethora of platforms and applications have changed the business landscape, providing more resources to communicate through and respond to customer needs. Those that create an ecosystem of customer-focused tools in their operations are able to better provide the level of service that’s required to keep customers happy and remain competitive.
A Customer Relationship Management (CRM) platform is one these tools. Coupled with FieldAware’s field service management application, CRM provides the means to keep the business aligned on the needs to the customer through sharing up-to-the-minute information throughout the lifecycle of the customer.
Why a CRM?
Most mid-market and enterprise-level companies with field service teams have some form of CRM in place. These systems enable them to track customer contacts, sales and marketing interactions during the relationship.
Best-in-class CRM providers are leading the way to improve the capture of day-to-day customer interactions. In addition to companies using them to build leads and capitalize on pipeline opportunities, they are also discovering more ways to increase business revenue through them.
Through mobile technology and cloud computing, field service management applications have proven to boost the capabilities of CRMs. When a CRM is integrated with customer-facing field operations through FieldAware on mobile devices, it also functions to collect critical field-related data that's not captured through the contact center.
CRMs help businesses increase sales productivity, leading to higher lead conversions and thus, increased revenue. The ability to instantly view and track customer data, including key contacts, activity history, interactions, and quotes can assist businesses in making faster decisions—using the most up-to-date information—and closing more deals.
Field engineers who have access to this information on their mobile devices can identify and close upsell opportunities while they are onsite. They can capitalize on the fact that an existing customer is 60-70% more likely to make additional purchases. This improves the average revenue per work order and offsets costs for customer retention.
FieldAware stores work order information, PDFs, photos, videos, schematics, asset information and other data, and of course, field-generated customer history within the application. Through CRM integration, however, this field-based intel is added to the information collective and can be used to qualify customers for sales promotions. This enables a business to solicit their customers according to their needs and interests beyond the contact center and the field, improving the likelihood of additional revenue.
Personalized, Targeted Marketing
No two customers are alike. It’s important to communicate across multiple channels to ensure that each person who comes into contact with a customer has the information they need to provide a personalized, quality experience. Fueled by one-on-one interaction with customer managers and field engineers, CRMs store the collective data businesses need to craft targeted messaging, programs and promotions that will resonate with their base.
They also provide automation of marketing processes across the entire customer lifecycle. Data from prospect and customer engagement can be used to evaluate the effectiveness of sales and marketing efforts. In addition, CRMs may also help companies to manage and monitor advertising and mentions across social media – a critical step in listening to customer feedback, gauging advocacy and understanding the influence a business has on its market.
Digging Deeper into CRM and Integration with Mobile Field Service Management
The integration of CRM with field service management facilitates a system for nurturing of customers. In the field, the engineer is able to deliver a higher level of service by interacting from a better understanding of the customer's history and their requests.
After a service call is completed, FieldAware automatically syncs the information that has been collected in the field with the CRM in the service center. This creates immediate unity throughout all parts of the business regarding the interaction with the customer and the state of their assets.
This information in hand, a company can then choose to send an automated message to the customer thanking them for their business. They may also preschedule a follow-up for an on-site sale that the field engineer completed or for warranty support. This level of responsive, intuitive service improves productivity through streamlined data sharing, as well as delivers a better experience for the customer, thereby improving customer retention.
From an executive standpoint, the marriage between CRM and field service management produces up-to-the-minute visibility to make key business decisions related to the state of the customers. With the speed at which the business landscape is evolving, having access to this data throughout the full customer lifecycle positions business executives to make more strategic choices based off of facts.
Having insight into all facets of customer interaction enables companies to respond to customer requests with knowledge of what’s important to them. CRMs, especially when integrated with FieldAware’s field service management, deliver the ability to understand customer behavior from the first touchpoint, through the pipeline and throughout their relationship with a business. This affords businesses the opportuntity to truly understand their customers, nurture those relationships and improve their bottom line.