Let’s take lead management as an example

Lead management is the process of generating and identifying a lead, qualifying the lead and converting the lead into a sale .  A lead can come  from many channels

– website, cold calls, event/  seminar,  newsletter or purchased lead .  With this amount  of channels, it must be clear which person or department is ultimately responsible for logging the lead because this determines how the lead should  be routed and how it is followed up on .  Without a clear definition, leads  can end  up lost or forgotten, which results  in frustration, lost sales  productivity and even  a bad

customer experience .

Another example is customer support .  There should  be clear rules for how inbound  service  requests are managed .

These rules define  first line support, second line support, what resources will be used to fix a customer’s problem and how status updates will be shared to ensure that the issue  is being  addressed. Once  the workflow and rules are defined,  the CRM system can automate the whole flow. At the same time, it keeps a record of all previous contact history so that customer service  teams can view the information to get a better understanding of how to help the customer, which can then be used to make the

business more efficient and improve customer satisfaction

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