How to Modernize Your Customers’ Journey to Satisfaction

Still, 39% of small businesses continue to use spreadsheets, email and personal productivity tools to manage customer demands, according to one survey. That creates inefficiencies and leads to customer frustration, experts say. To succeed, companies must focus on streamlining and integrating customer journeys and customer service processes to provide unified, efficient, personalized experiences that function seamlessly.

“Legacy systems often operate in silos, leading to fractured customer experiences,” says Kate Leggett, vice president and principal analyst for customer relationship management and customer service at Forrester Research. “By integrating ERP and CRM, companies can create a seamless experience that spans the front and back office.”

How to Standardize Customer Processes with CRM

Cloud-based platforms such as ServiceNow Field Service Management and Microsoft Dynamics 365 help companies improve communication, automate workflows and deliver real-time data and insights. Modern ERP and CRM solutions also help reduce IT costs by streamlining operations and eliminating the need for custom coding.

“The shift to cloud-based systems also decreases integration costs and allows businesses to take advantage of low-code/no-code tools for increased flexibility,” Leggett says.

For Xerox, the goal was to improve operational efficiency while enhancing the customer experience by leveraging artificial intelligence (AI) and augmented reality (AR) to speed up ticket resolutions and reduce downtime.

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Beljaars says that one of the key benefits of ServiceNow’s FSM solution is its ability to capture all relevant case and work order history in one place. This ensures that Xerox technicians arrive onsite fully informed and equipped to address customer issues without wasting time on redundant tasks.

Additionally, AR support allows less experienced technicians to receive real-time guidance from more seasoned professionals, further improving resolution times and customer satisfaction. The integration of CareAR, a Xerox subsidiary, with ServiceNow enables technicians to solve complex issues remotely, significantly reducing the need for in-person visits.

“We made expertise instantly available at the direct point of need, transforming the client experience,” Beljaars says.

How to Measure Success with CRM

Leggett says that one of the key benefits of modern ERP and CRM solutions is the ability to track a wide range of key performance indicators that measure customer satisfaction, revenue growth, operational efficiency and more.

“Businesses that adopt these systems can expect increased customer satisfaction, better insights for personalized engagement and more efficient revenue operations,” she says.

Key indicators such as customer satisfaction and net promoter scores measure customer-centricity and overall satisfaction, while efficiency metrics such as time to order and omnichannel service capabilities assess operational improvements, Leggett notes. KPIs related to revenue operations and personalized customer engagement are vital for understanding how well companies are leveraging insights to optimize their sales processes and marketing effectiveness.

“These metrics are essential for driving targeted, data-backed decisions,” she says. “They ensure companies can fine-tune their strategies and improve overall performance.”

In addition to those benefits, Beljaars says, Xerox has seen tangible results by reducing truck rolls, improving worker productivity and driving sustainability gains. In the two years since deploying ServiceNow, Xerox has cut 1,227 metric tons of CO2 emissions, while technicians gained an average of 53 minutes of repair time per day due to the simplified processes. That’s why Xerox plans to expand ServiceNow’s capabilities across new regions, consolidating multiple CRM platforms into one system and continuing to leverage AI and AR to further enhance service delivery.

“The combination of ServiceNow and our AI-driven tools has transformed the way we deliver service,” Beljaars says. “It’s not just about fixing issues faster, it’s about preventing them before they occur.”

How CRM Simplifies and Automates Customer Processes

Hobart, which sells and services commercial food equipment, also faced challenges with managing customer interactions and service operations. The company, which is headquartered in Troy, Ohio, needed a way to simplify its processes and eliminate inefficiencies, which led to the adoption of Microsoft Dynamics 365 for both customer service and field service.

“By leveraging Dynamics 365, we were able to automate many of our workflows and ensure that customer data was consistent across the entire organization,” says Sarah Karns, business process optimization manager at Hobart.

One of the main drivers for adopting Dynamics 365 was Hobart’s desire for a unified system that would eliminate the need for multiple third-party tools, Karns says: “We were using outdated versions of different software, which created inefficiencies and disjointed customer data.”

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Using Dynamics 365, Hobart was able to create a single source of truth for customer records, which improved communication and service delivery.

Customer feedback played a crucial role in shaping Hobart’s digital transformation strategy, with the company conducting an in-depth customer survey to understand customer needs and pain points. The survey found customers wanted better communication, more visibility into service history, and improved diagnostics for their equipment. Dynamics 365 addressed these concerns by providing automated notifications and real-time access to service history throughout the service journey.

The transition to a cloud-based environment also brought significant benefits, Karns says: “A cloud-based solution allows us to stay updated with the latest system enhancements by default, which has been huge for us.”

The flexibility and scalability of Dynamics 365 enabled Hobart to improve technician productivity and streamline inventory management, enhancing the overall customer experience.

How CRM Tech Delivers Wins for Customers

One of the standout features for Hobart’s technicians was the mobile app functionality in Dynamics 365 Field Service.

“Our previous setup didn’t have the capability to work offline, which was a challenge for technicians in areas with limited connectivity,” Karns says.

The mobile app’s offline capabilities, along with built-in forms and signature capture, have simplified technician workflows and improved efficiency. The app also sends customers real-time updates throughout the service journey. “Now they receive notifications and can even track when our technicians are on the way,” Karns explains. “Our customer service team no longer has to field multiple calls from customers asking when they will receive service.”

She said improved visibility also allows for faster evaluation of operational data, which has had a direct impact on how quickly customer service requests are managed. “We used to be a business day behind, but now our team can see real-time data through Power BI reports each morning,” Karns says. “We’ve never been able to provide that kind of consistency and communication before, let alone have it automated,” she said. “That’s a really big win for us.”