Turn Customer Disappointment into Customer Delight with Microsoft Dynamics: Part 2 – Identify

In the previous article, we covered how CRM can help you capture complaints effectively.  Having captured the complaint in the system the next step is to identify what has gone wrong and the best person or team to resolve the issue.   

Speed is of the Essence

In today’s competitive environment organisations are finding themselves under more pressure than ever to:

  • Respond faster
  • Be more innovative
  • Resolve more complex problems quickly

Common issues that make customers unhappy when they have a complaint are having to repeat themselves and make multiple attempts to get the issue resolved.  It’s therefore important to have effective systems in place to gather as much information as possible to determine what has gone wrong and then use that to connect your customer with the best person to resolve the issue quickly and professionally.  By doing this you stand to reduce resolution timescales which ultimately makes for a happier customer. 


How Microsoft Dynamics Can Help

A fantastic feature that CRM offers is the ability to create business process flows to help staff gather the right information quickly and guide them, step by step, through the complaint process. 

Within the business process you set out the different stages of your complaint process and then in each stage you set up the steps that must be completed before you can move onto the next stage (as shown below). 

Identify 1

What’s more you can easily track and report on the stages that each complaint is at which in turn may help to identify any bottlenecks or improvements that need to be made to processes. 

CRM also gives you the ability to set up routing rules to automatically assign complaints to the correct individual or team.  In the example shown below we have set up a rule to route all complaints received from Facebook or Twitter to the Social Media Team.

Identify 2

The routing rules are extremely flexible and can be based on product, customer priority, location or any other data stored against the case in CRM. 


Benefits to Your Organisation

Utilising the business process flows and routing rules features of CRM helps:

  • Ensure consistent data capture and a consistent approach is adopted for each complaint
  • Reduce resolution timescales leading to happier customers
  • Improve internal and external communication because everyone has visibility of the process
  • Enable smooth handoffs between individuals or teams because everyone is aware of where responsibilities lie within the process
  • Minimise the risk of losing staff resulting in loss of business process knowledge

 For more insights into the Microsoft Dynamics CRM suite, soon to be part of Dynamics 365, visit www.tecman.co.uk//Microsoft-Dynamics-CRM-2016

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