Why Your Sales and Services Teams Need a System of Record

In a world where every information can be tracked as “Big Data”, we are becoming increasingly thirsty for data to make informed decisions to grow our businesses.  However, there are times that you feel like you are drowning in the sheer amount of information, especially information that is hard to keep track, such as customer communications via emails and phone. Mining these streams of conversations, however, allows you keep track of not only status of your customers, but also helps your team deliver the right service at the right time. Having clear and easily accessible records that both your sales and services teams helps you deepens your customer relationship, therefore, building a loyal customer base.665757_origIn many instances, services teams suffer because they have no background information about a customer. They don’t have quick access to customers’ information and history, therefore, services team are usually working with limited information that can deliver slow or inaccurate solution to the customers. This problem exacerbates when the sales team, who may try to do a follow up sale, discovers that the customer isn't satisfied with the quality of customer service they have received. Keeping records for both sales and services teams eliminates the confusion and discontent, making your sales and services teams work together more effectively, improving customer satisfaction and loyalty.

Why Your Sales and Services Teams Need Access to Each Other's Records

While your sales team is responsible for selling the product and your services or Customer Success team is responsible for keeping the customer happy, it's crucial that the two have access to each other's notes and history with the customers. To give a real world example, let's say you’re selling security software and your sales team just won a huge opportunity. The customer has pointed out to the sales team that IT team is hard to work with, so contact the security team instead if deployment becomes an issue. While this information can easily be forwarded to the consultant or CSM, the information actually gets lost when multiple members start joining on the project, or the project gets transitioned to another manager.  This type of miscommunication during sales hand-off happens over an over again in organizations.  Keeping a system of record can avoid this miscommunication, and empowers everyone in the organization to get context about the history of the customer.

Syncing Emails and Notes

With global customers and working across multiple time zones, communication becomes more and more difficult, especially keeping customers and your cross-functional teams on the same page.  Having access to relevant emails and notes between sales and services team eliminates significant communication overhead and productivity when it comes to giving your customers the best experience.Going back to our security software example – instead of a sales hand off, there’s now an opportunity to upsell the customer due to its recent acquisition.  The Account Executive goes back to the customer to try and upsell more licenses, only to find out that the acquisition was a hostile take-over, and the acquisition actually hurts the opportunity of the current business due to politics.  This is not the right time to upsell – in fact, it’s the best time to give customers more love by offering free services in order to maintain the relationship.  This information could have easily been shared with the sales team only if they had access to the email conversations that services teams, who were in the field with the customers everyday, were having with the customers. Furthermore, if there is a system that monitors the emails and pushes an alert to the sales team, such as ContextSmith, that will be the most ideal solution without going through all the noise within the conversations.Having these records that are organized in a relevant manner keeps your sales and services teams working together seamlessly. With records that are available to both teams, the communication overhead can be mostly eliminated. Everyone has the same information from the systems of record, therefore, they are able to make more informed decision in a unified way.