By Joan Honig, DocuWare – Most companies have a customer relationship management (CRM) system in place. At the beginning of the customer journey, a CRM solution can manage data about potential customers, sales calls and proposals. Once a prospective buyer becomes a customer the solution tracks information like contacts, contracts, renewal dates and customer interactions. When companies implement a CRM solution, they often neglect a key issue – how to manage and organize customer documents that are connected to CRM transactions.
Effective Customer Information Management begins with sound document management practices. A document management strategy is the critical first step to effectively managing customer data and ultimately, improving the customer experience.
Why does your company need document management in addition to CRM software?
- Without document management, much of the most essential customer information isn’t easy to access.CRM solutions are designed to manage structured data like company names and addresses, order numbers, and support issues and their resolution. This customer data can only tell you so much. Real insight comes from combining it with the information contained in related documents like proposals, contracts, correspondence and emails that provide the context for that data.
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SOURCE DocuWare
