A CRM is as good as the data it receives to serve customers better. To ensure a superior customer experience, enterprises continuously make efforts to provide personalization and address their requirements and issues quickly. However, utilizing CRM alone is not enough to provide a quick resolution to customer issues. That is the reason, enterprises utilize customer tickets or incident management systems that are handled by support team members to deal with customer issues and queries fasters.
However, enterprises utilize CRM/ERP and Incident Management Systems independently and so both the customer management and service teams do not have full visibility into the overall customer preferences and requirements. This impacts the overall customer experience. The communication gaps between these teams affect the time and quality of the resolution, which further leads to frustration, and as a result, customers move away or switch to competitors.
This is why companies are considering integrating CRM systems like Dynamics 365 with their ticket management systems like ServiceNow.
Dynamics to ServiceNow integration automates the manual process of entering customer query into the incident management system and tracking it until their resolution. Further, the integration with CRM helps import/export the real-time interaction and responses along with basic customer data. This reduces the administrative overhead and time it takes to complete the overall process from hours to minutes.
Enterprises can bring together data from disparate sales, marketing, and customer service channels to create a single, accurate record for each customer. This helps in easy customer management and tracking of their interactions, leading to a better customer experience.
Since the customer profile information is readily available from CRM to Ticket Management System, the support team can deliver a personalized experience based on previous purchases, orders, queries or interactions.
Khushboo Chhatbar works as an Inbound Marketing Specialist at RoboMQ. She carries over 9 years of experience in executing and managing digital, inbound, and content marketing activities for the IT and software industry. She is passionate about writing for SaaS products, application integrations, and technological advancements.
Application Integration CRM Incident Management Microsoft Dynamics ServiceNow