Using Customer Relationship Management to Define Solutions

In defining lean Six Sigma for service process improvements, Customer Relationship Management or CRM should play a role. The CRM strategy places the customer at the center of process design so that the needs of current and potential customers are understood and actively anticipated. While in theory, this is an admirable goal in today's competitive service market, designing processes that deliver quality services can be challenging. To this end, lean Six Sigma for service process design may benefit by implementing CRM software.

CRM Strategy

The CRM strategy replaces the traditional product-centered perspective with a customer-centered one. To bring this strategy to fruition, more than process improvements are required, however. A shift in corporate culture and value systems is also necessary to implement proactive improvements as they become evident.

To assure success with process and cultural adjustments, adequate resources must be provided for both counts. While lean Six Sigma consulting efforts can prepare an organization's leadership structure for the cultural shift, the process development team must identify tools that provide employees with the resources to deliver quality service. For this reason, CRM software can play a vital role in process improvement efforts.

CRM Software Versus Customer Information Systems

Traditional Customer Information Software tracks the sales data of the most active customers from the most profitable sales representatives. While databases created from this information can be useful, they do not provide the entire customer support picture. CRM software tracks the full history of every customer for every sales and service representative. In effect, all aspects of a customer's relationship with a company are logged. This broad spectrum of data enables employees to access any information pertinent to delivery quality service.

From the customer's perspective, this is greatly appealing because it saves them from re-telling their story to every representative. It also builds a level of comfort and connection between the customer and company.

From a service delivery perspective, vital customer details are only a mouse-click away. Employees are then empowered to track issues and create solutions, no matter the original source of the problem.

Through a good CRM system, customer needs are met efficiently and employees have access to information critical to providing quality service. When used to its fullest potential, CRM software foster improvements in marketing, sales and service efforts. This technology, as part of an overall strategy, is a powerful tool in creating lean Six Sigma for service, building customer loyalty and bottom line profitability.