Modern CRM solutions handle not only sales but also services. It is important for customer satisfaction and loyalty and sales productivity that information about issues, cases or incidents and contracts is also handled through the same solution.

The sales team has a total view on the customer and won’t try to push a sale if, for instance, a customer has an issue to be solved that is affecting his satisfaction. Customer service, on the other hand, knows which customers should be supported and their value to the organisation. It is possible to have a real customer value based on the margin released from sales less the costs associated with sales and support. Some of the functionalities available in a services module of a CRM include maintenance contracts management, case support and knowledge bases, resource planning and full-time availability to mobile workforces.

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By César Martín (

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