Collaborative CRM

One of the goals of Customer Relationship Management is to provide an infrastructure of support that is
effective and responsive to support questions raised by customers, complaints, and any other issues.

The Collaborative portion of the CRM is to coordinate a multi-channel service and support system within the company that can take care of these issues.

A technical support department has interaction with customers. It is common for customers to submit
questions or complaints about things to the technical support team.

For example, customers are often asking for an online system to make purchases or check the status of their order.

The technical support team will take these customer issues to the Collaborative CRM who can use this
information to provide better customer service and create this online need.

The ultimate goal of the Collaborative CRM is to
improve the customer service experience and ensure everyone is happy.

They might distribute surveys out to their customers or send them by mail if a mailing list has been
established to find out answers to certain questions.

Surveys are often used to find out about customer satisfaction regarding certain products or the
shopping experience.

Surveys often provide a lot of useful information to the Collaborative CRM team when the receive comments like the bathrooms are filthy, the sales girl was very rude, or maybe someone couldn’t find a customer service representative for over ten minutes.

Collaborative CRM gives management an idea how to make changes within an organization or what things are not being done so they can ultimately improve the customerexperience.