The customer journey is a concept that originates in marketing. It refers to the route a customer takes, including the contact moments, to get to a product or service. The customer journey and CRM are inextricably linked by the ability of a CRM system, such as Archie CRM, to properly document everything.
The customer journey consists of a number of steps. It begins with the search for a product or service. Should you enter the customer’s view, because they ended up on your website during their search or heard about what you have to offer through another channel, this marks the start of processing by the Archie CRM system.
If a customer fills out a form with a request for documentation or an online demo, the basic data from the form will be entered directly into Archie. The customer can be given a specific mark to identify which phase of the process they’re currently in. This basic data can then be enriched with input from the link with Company.Info, and this more extensive organization data can then be added to the organization’s record
Generally, the sales-office department receives the first contact moment. This can be via the website, by phone or on social media. They link the correct internal department or account manager to this contact moment, by means of an appointment or an email, so that a quick and adequate response can be provided.
The account manager
The assigned account manager will then contact the customer to make an appointment for an online demo or to provide further information. If there is specific interest from the customer, a quote request will be returned to the sales office, by creating an activity or linking it in an email.
The account manager ensures that customer service is notified of the new customer, so that clear answers can be given to specific presales questions. They make the decision whether the account manager should go into this in more detail or if they can take care of it themselves.
In the meantime, the sales office has drawn up a draft quotation and had it looked over by the account manager. By this point, the customer’s status within the Archie CRM quotation system has changed to prospect. From that moment on, the account manager can use Archie’s unique attention monitor to track whether the contact moments are going well and whether any adjustments should be made.
The customer ultimately makes the decision to work with your company. The right people in the department responsible for the delivery of the product or service are informed of the specifications and hear how the delivery is to take place. In case of custom requirements, additional actions are needed.
This is not the end of the customer journey within the Archie CRM system. There may be questions about the product or service, which can then be found in the customer-service module. In this module, emails to the customer can be linked using a unique number. As a result, everyone who uses Archie CRM is aware of the status of the customer’s queries.
In the meantime, the sales office keeps an eye on the aforementioned Attention Monitor to ensure that there are no problems in need of an adequate response. A telephone appointment will also be made with the account manager, who will get in touch after a certain period of time to see if everything is satisfactory and if there are any additional sales opportunities, e.g. in the form of accessories or additional user licenses.
All contact moments, from website to correspondence and visit reports, are tracked in Archie CRM in relation to the customer. The organization record therefore offers a wealth of information, which means it’s no problem at all if there is a new account manager or if the customer is taken over by another department. The information is transparent and makes the customer feel heard.