Marketing 0

Service Customer Relationship Management
(Service CRM)
The use of chatbots is popular not only for managing the sales funnel
but also for responding to service inquiries. With a chatbot, a
company can provide 24/7 customer service access and offer
common resolutions instantly, which are crucial in the digital world.
And the company can ensure better consistency and integration
across multiple channels such as websites, social media, and mobile
applications. But most importantly, chatbot reduces the workload of
customer service reps for handling simple tasks.
For more complex inquiries, the chatbot can seamlessly transfer the
ticket to customer service agents. The integration with the CRM
database can significantly enhance the performance of the agents by
equipping them with a list of past interactions and other relevant
information. The agents can then determine the best resolutions for
customer problems.
Another important use case is related to churn detection. Businesses
have been using social listening to track and measure customer
sentiments online. But with a predictive analytics engine embedded

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in the social listening platform, companies can also predict the
likelihood of customer churn and prevent it.
There is no doubt that businesses must make the most of marketing
technology. The major question for business leaders, however, is how
to determine which technologies to implement as not all will fit the
overall corporate strategies. The next challenge is to integrate
various use cases into a seamless and frictionless CX (see 
Figure 7.4
).
One thing for sure is that with technology, marketers will leave the
science part of marketing to machines and focus on the art.