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Mainstream enterprises are recognizing that CRM is not a product, but a discipline which involves
all of the information and touchpoints in the organization. By reorganizing operations around
customers, they are striving to give the people who run the business a common view of
the customer at every customer touch point-web, call center, billing, branches, etc.
The 'network effects' of giving employees total visibility into
a customer include improved customer satisfaction, increased
productivity, and maximized revenue and profit. PiiE Applications
fuse existing systems that store or present customer information
to provide a correlated picture of a customer.
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"I'm sorry sir, I'll have to transfer you to another department."
One of the most frustrating experiences as a customer is waiting on the phone to talk
to a representative, and then hearing that you must talk to a different department, only
to give them the same information all over again. From banking and insurance to internet
access to travel to TV hookups, the universal problem is not a lack of customer information,
it's that the customer information isn't integrated in a such a way that the representatives
can use it effectively.
"Ma'am, the term of your 6-month CD will expire shortly. Can I suggest a better solution?"
Another area where current approaches to CRM fall short is in Cross-Selling. Cross Selling is
the exercise of correlating customer and product information to suggest the right product at
the right time, and collaborating across departments to service the sale. Call centers, branches,
web - every customer touch point is a profit center, and the mantra "Know Thy Customer" has been
elevated as a core goal. Again, the problem is not a lack of information. It's that the information
exists in many places and is organized in many ways, so the average end-user must know what system
to use or whom to call in order to access it. Instead of requiring users to access yet another
application, Digital Harbor gives them a common view of customer information on the fly, and in
the context it makes sense-in the applications they use-simply by pointing and clicking.
Every application is now a customer service application, and every user should know enough about
a customer to proactively sell the right product at the right time.
Contact us to find out more about how Digital Harbor enables government organizations to become more nimble and cost-effective. Deliver on the promise of real-time, collaborative government.
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