1. CRM is Business Focused
The customer relationship has three stakeholders, the Customer, the Organization and the Employee. CRM however has an business centric view of the customer relationship delivering tactical benefits to the organization in the form of better management of sales processes and customer information. CRM views customers in an abstract way identifying customers as a lead, a deal or an incident (link) but not as an individual. When combined with CRM, Case Management applications allow organisations to meet the needs of all three stakeholders; the employee through increased empowerment, the business through reduced costs in handling both predictable and unpredictable processes and the customer through and improved case handling by service representatives and better personal data integration.
2. Customers Are Unpredictable
CRM applications assume that customers are predictable and that customer centric business processes are linear and can be delivered using straight through processing (STP). Customers are unpredictable (thankfully). When it comes to customer processes CRM attempts to shoehorn customers into a fixed script driven processes that are inadequate when an unpredictable customer request is received. Customer processes must be able to handle exceptions and unpredictable requests. CRM is fine for handling low to medium volume, predictable customer requests but unlike Case Management CRM doesn’t handle the unpredictable.
3. Employees Must Be Empowered
Successful customer service organizations empower their employees. Customer service organisations can empower representatives by providing them with a 360 view of their customer e.g. purchase history, account/issue status, preferences, lifetime value, upsell opportunities etc. in order to make the right decision on behalf of the customer and the organization. Empowerment also means allowing employees to choose alternative paths towards handling customer issues maximizing the opportunity for resolving customer enquiries at the first point of contact. Case Management empowers employees, allowing them to choose alternate process steps for resolving customer issues and supports their decision making by integrating multiple data sources (CRM, ECM, ERP etc.) and presenting data context at the right place and at the right time in the process.