How do you integrate Service Desk with CRM tools to improve customer satisfaction?

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Service Desk and CRM tools are both essential for providing excellent customer service, but they are not always well integrated. If you want to improve customer satisfaction, you need to ensure that your Service Desk and CRM tools work together seamlessly, share relevant data, and automate workflows. In this article, we will show you how to integrate Service Desk with CRM tools using some common scenarios and best practices.

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Christopher Daniel

Transformational Leader in Global Service Desk & Service Management | Driving Business Value & Customer Satisfaction |…
Guedes .??

Técnico de Suporte | Atendimento | Suporte Técnico em HelpDesk
MohammadAli Arab Yarmohammadi

ITS Service Desk Manager at MTN Irancell (Aryahamrah Co.)

1 Scenario 1: Ticket creation and update

One of the most basic and important ways to integrate Service Desk and CRM tools is to create and update tickets automatically based on customer interactions. For example, if a customer sends an email or calls your support line, your Service Desk tool should be able to create a ticket with the customer's details, issue, and history. Similarly, if your support agent updates the ticket status, adds a note, or resolves the issue, your CRM tool should be able to reflect those changes and update the customer's profile and satisfaction score.

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Christopher Daniel

Transformational Leader in Global Service Desk & Service Management | Driving Business Value & Customer Satisfaction | Formerly at Ericsson and Prometric
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My Contribution At Service Desk having a timely communication with the User is vital for customer satisfaction, The option of notifying the User exist in most of today’s ITSM tool wherein as soon as there is an update recorded in the ITSM tool the User gets notified if the box is checked by Service Desk personal, User gets this notification thought an email which is triggered from the ITSM tool. Similarly, creating a ticket can be done by the user using self-service and s/he will get an update based on the SL defined, should there be a need User can always call Service Desk to prioritize his ticket based on urgency and impact. Once the ticket is closed ITSM tool will trigger survey to gauge the satisfaction of the User.

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Guedes .??

Técnico de Suporte | Atendimento | Suporte Técnico em HelpDesk
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A integra??o do Service Desk + CRM facilita o acompanhamento do histórico de atendimento, permitindo identificar padr?es e implementar melhorias contínuas. Com um conhecimento mais profundo do cliente, os funcionários podem antecipar problemas e até mesmo identificar oportunidades de vendas adicionais e mais personaliza??o em seus servi?os; sedimentando os clientes de acordo com suas necessidades atuais e também expectativas de outrora.

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MohammadAli Arab Yarmohammadi

ITS Service Desk Manager at MTN Irancell (Aryahamrah Co.)
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Having a categorization of received/reported issues and request will help service desk QA team to have analysis on customer concerns, needs, and behaviours, then by announcing guidlines, awareness and FAQ panel, customer will have access and knowledge around their routine matters.

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Francisco Junior

Líder em Transforma??o Digital e Inova??o | Profissional do Ano & Gerente do Melhor Assistente Virtual 2023 | Mentor em Desenvolvimento de Talentos e Excelência em Servi?o
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"Por que integrar?" Creio que essa deve ser a primeira pergunta a ser respondida. Frequentemente, dentro de nossas opera??es, alguns projetos s?o realizados simplesmente porque est?o em voga nas discuss?es de fóruns e eventos. No entanto, qualquer evolu??o deve come?ar com a resposta à pergunta: "Qual problema queremos resolver?" é essencial definir claramente o propósito e a necessidade de qualquer projeto antes de decidir integrá-lo, para garantir que as a??es tomadas sejam verdadeiramente eficazes e alinhadas com os objetivos organizacionais.

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2 Scenario 2: Customer feedback and follow-up

Another way to integrate Service Desk and CRM tools is to collect and analyze customer feedback and follow-up with them accordingly. For example, if a customer completes a survey or leaves a review after receiving support, your Service Desk tool should be able to capture that feedback and assign a score or rating to the ticket. Your CRM tool should then be able to use that feedback to segment your customers, identify areas of improvement, and send personalized messages or offers to increase loyalty and retention.

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Francisco Junior

Líder em Transforma??o Digital e Inova??o | Profissional do Ano & Gerente do Melhor Assistente Virtual 2023 | Mentor em Desenvolvimento de Talentos e Excelência em Servi?o
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Solicitar feedback dos clientes é crucial para o sucesso de qualquer negócio. Através dessa prática, você obtém insights valiosos sobre a experiência do cliente, identifica pontos de melhoria e oportunidades para aprimorar seus produtos, servi?os e atendimento. No entanto, a coleta de feedback por si só n?o é suficiente. é fundamental que o feedback seja utilizado para embasar um plano de a??o estratégico, com o objetivo de: Atender às necessidades reais dos clientes: Priorizar as demandas mais urgentes e relevantes, demonstrando aos clientes que suas vozes s?o ouvidas e valorizadas. Implementar mudan?as eficazes: Transformar o feedback em a??es tangíveis que gerem resultados positivos para o negócio e para a experiência do cliente.

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3 Scenario 3: Knowledge base and self-service

A third way to integrate Service Desk and CRM tools is to leverage your knowledge base and self-service options to reduce support requests and increase customer satisfaction. For example, if a customer searches for a solution on your website or chatbot, your Service Desk tool should be able to provide relevant articles or videos from your knowledge base that can help them solve their problem. Your CRM tool should then be able to track the customer's behavior, preferences, and outcomes, and use that data to optimize your content and recommendations.

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MohammadAli Arab Yarmohammadi

ITS Service Desk Manager at MTN Irancell (Aryahamrah Co.)
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One of the most popular applications among the modernized IT Services is AI-Powered chat Bot which help customer to have answers without involving Service Desk agents.

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4 Scenario 4: Reporting and analytics

A fourth way to integrate Service Desk and CRM tools is to generate and share reports and analytics that can help you measure and improve your customer service performance. For example, if you want to know how many tickets you have resolved, how long it took, and how satisfied your customers were, your Service Desk tool should be able to produce comprehensive and customizable reports that can show you those metrics. Your CRM tool should then be able to integrate those reports with other data sources, such as sales, marketing, and product, and provide you with insights and actions that can help you grow your business.

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5 Best practices for integration

To ensure quality, consistency, and security when integrating Service Desk and CRM tools, it is important to select compatible and flexible tools that can support your business needs. Additionally, you should define clear and consistent rules and workflows for creating, updating, and closing tickets, as well as for collecting customer feedback. To keep your data clean and accurate, you must avoid duplication, errors, and gaps while enforcing data validation and verification. Furthermore, it is essential to protect your data and privacy through encryption, authentication, authorization, and compliance with relevant regulations and standards. Finally, you should regularly monitor and evaluate your integration by testing, troubleshooting, and auditing your processes and results.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you integrate Service Desk with CRM tools to improve customer satisfaction?

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3

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1 Scenario 1: Ticket creation and update

2 Scenario 2: Customer feedback and follow-up

3 Scenario 3: Knowledge base and self-service

4 Scenario 4: Reporting and analytics

5 Best practices for integration

6 Here’s what else to consider

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