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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