Customer service used to be seen as a cost. Some customers would complain and so you had to have a team set up to deal with them.
In today’s market, however, where online reviews and social conversations influence buyer behavior much more than ads, and where in many product sets there is little to choose between competitors on features or price, service is no longer seen as a cost – it’s seen as a key differentiator. It’s the way to gain valuable competitive advantage.
A growing number of manufacturing firms recognize this but are not investing in the technology that could help propel their customer service ahead of the competition. Incredibly, many still have engineers printing out service tickets, rely on multiple spreadsheets, and still use paper-based systems to track customer information, including purchase history and service requests.
They’re missing a great opportunity. Leading manufacturers are discovering how investing in a CRM platform can quickly transform their customer service and give them a big head start on their rivals. It does this in four crucial ways.