Customer relationship management (CRM) refers to technology that allows companies to manage their interactions with potential and existing customers. CRM typically uses data and analytics to convert information into customer insights for business leaders, but it doesn’t only benefit the company. Customers gain improved services and a better experience in dealing with the business.
CRM is a powerful tool that can strengthen brand affinity, customer retention and improve the lifetime value of clients. Most business CRM tools are applications for managing leads and sales processes, however, 4C Group of Companies offers a slightly different service to large enterprises in Africa.
While our CRM offering does enable companies to manage leads, the main advantage is in improved customer service and experience. This service is delivered through our iNSight platform, which incorporates information management, business assurance, business systems and fintech solutions.
It enables enterprises to build a customer retention strategy and empowers support teams through instant access to all relevant information about a client’s account. This improves troubleshooting and leads to faster assistance and support processes. To understand more, let’s take a look at some real use cases.
Where our CRM services are currently used
4C Group’s CRM offerings are geared towards safe interaction between enterprise and customer. This includes secure transaction software, know your customer (KYC) tools, fraud management and anti-money laundering. KYC is the process of positively identifying a new customer and screening them against criminal watchlists. It also helps to paint a picture of their spending habits and behaviours, so any suspicious activity or abnormal transactions can be flagged and reported.
For example, a customer lives in Sandton and goes to the same Woolworths and Pick n Pay stores every week. They spend between R300 and R1000 each time. KYC will enable banks to document these spending habits. Suddenly, the customer’s bank card is swiped at another store in Bloemfontein. The CRM software will flag this transaction as suspicious and notify the bank.
The bank can then keep an eye on these transactions and get in touch with the customer if necessary. This improves the trust between the customer and the bank, which leads to a better customer experience and reduced risk of fraud. Customer service is improved through automated reporting and alerting.
CRM tools for telcos
In another example, a telco call centre agent uses 4C Group’s CRM software. A customer phones to complain that their phone bill is R4000 instead of the usual R350. The agent can use the CRM platform to query the customer’s account and look into why the monthly costs are so different. This enables the agent to provide accurate feedback and directly address the problem with the customer.
As a final example, telcos can use our CRM tool when generating monthly billing cycles. With tens or hundreds of thousands of customers, this task needs to be automated and accurate. Our CRM tool allows telcos to send SMS messages or emails to every customer to inform them of their bills and debit orders. These automated messages give customers accurate and up-to-date information about their accounts, which improves their experience once again.
4C Group’s CRM tool is far more powerful than a front-end app. It’s a multi-faceted software tool that can be integrated seamlessly into the business to improve its offerings to customers. It also improves business efficiencies and your bottom line, through positive customer retention. For more information about our CRM services, please contact us today.
At 4C Group of Companies, we strive to effect operational changes and cost savings for customers through our iNSight product and associated services. This product’s main function is to re-purpose and deliver business-critical information to a variety of systems and stakeholders.
We specialise in information assurance, business assurance, fintech solutions and a variety of business systems. For more insights into our products and services, check out our blog page or follow us on Facebook, LinkedIn and Twitter.