Customer support has been evolving and embracing social technologies to better connect with customers. Some companies are embracing social and integrating social streams into the CRM process.
In an ideal world, when customers submit support queries, support agents should be able to see which sales person closed the deal and who is currently working with them. This would give support teams more information and insight to prioritize issues and determine the amount of attention needed for each request.
It also can benefit the sales process if sales managers can see if their customers are already receiving customer support, or have support questions before picking up the phone to follow up on a lead.
Integrating social into CRM leads to all round smarter customer care. Sales teams can benefit from cultivating a more symbiotic relationship with customer support agents. Business prospects that have already contacted support and have a good experience are more likely to convert to a sale.
Tailoring sales strategies to a prospect’s history of technical problems could be the determining factor when trying to close a deal. Listening to the social data stream will give much deeper customer insight as to whether a sale is likely.
Proactively listening to social conversations means that a business can generate a support ticket with the customer before the customer has raised a support issue with the business.
Freshdesk is announcing a new integration with SugarCRM and Salesforce today. The cloud-based help desk software allows organizations to support their customers through email, phone, website, Facebook and Twitter.
This integration means that in addition to viewing all a customer’s support and sales history from Salesforce and SugarCRM, businesses can now respond to their customers directly from within the Freshdesk platform.
The company is also planning future integration with Microsoft Dynamics and to add further channels such as VOIP and cloud telephony to give the best value to its SME customers.
Freshdesk has been around since June 2011 and has tripled its customer base quarter on quarter since its inception. With 45 employees, it now boasts 4000 agents across 1200 customers in 60 countries.
The integration with SugarCRM and especially Salesforce is an interesting one. Last September Salesforce acquired Assistly for $50 million, renaming it Desk.com. Desk competes with Freshdesk, whereas Freshdesk is partnering with Salesforce.
Girish Mathrubootham, CEO of Freshdesk does not see this as an issue:
“Salesforce are open to partnering opportunities” he said. “Salesforce’s CRM solution is much bigger and operates in different areas. Salesforce integration is one of the top feature requests from our customers”.
“Freshdesk’s integration with two of the biggest forces in CRM makes it easier than ever to track the things that are most important to your business.
With these new Salesforce and SugarCRM integrations, businesses are in a better position than ever before to provide the kind of customer service that will make them become beloved brands that can support customers across the broadest set of touch points.”
Traditional CRM systems will soon be left behind if they do not incorporate social channels into their customer process. More and more firms are adopting the new way of communicating to fit in with customer needs.
Will adoption of social channels into the CRM process lead to greater levels of satisfaction -- or will poor internal processes still frustrate the customer experience and resolution of issues? Only time -- and public satisfaction surveys will tell.