DM May-Jun 2023

APPLICATION FOCUS: CUSTOMER RELATIONSHIP MANAGEMENT Dm
"ANOTHER CORE OBJECTIVE TODAY SHOULD BE THE CENTRALISATION OF
DOCUMENTS. WHILE DM WAS FIRST INSTALLED IN BACK-OFFICE
ENVIRONMENTS SUCH AS ACCOUNTS, TODAY THE AIM IS TO ENSURE
INTEGRATION SO THAT DM WORKS FOR AND ACROSS ALL DEPARTMENTS
TO BENEFIT EVERYONE, INCLUDING CUSTOMER-FACING STAFF. WHEN ‘ONE
VERSION OF THE TRUTH’ IS AVAILABLE INSTANTLY TO STAKEHOLDERS -
ACROSS INVOICES, CONTRACTS, APPROVALS, PAYMENTS, COMPLAINTS,
COMMENTS AND EMAIL CORRESPONDENCE - IT PROVIDES A RELIABLE
FOUNDATION FOR EXCELLENT CUSTOMER CARE."
filing cabinets, which blights the lives
of knowledge workers and customer
service teams. The solution must
involve centralisation and business
systems integration.
IMMEDIATE EXPECTATIONS
We live in a world in which immediacy
is a basic expectation. In bricks and
mortar environments, the average time
that shoppers are prepared to queue is
only six minutes before they become
agitated and potentially abandon their
attempt to purchase (Source: IT News
Online). People shopping or
complaining online become similarly
intolerant, and inefficient call centres
stimulate many rants.
Tolerance management is an important
consideration in customer satisfaction
strategy and a key aspect in generating
loyalty. Organisations looking to gain an
advantage over competitors know that
providing excellent customer service is a
defining factor.
ACTIVE VS PASSIVE WAITING
EXPERIENCES
People are least tolerant when their
waiting experience is a passive one,
such as when standing in a queue.
DM as a relationship management
tool enables users to access a
customer's, or an employee's, entire
history to deal with issues or answer
questions.
With the benefit of text and
document search functions,
knowledge workers can engage
actively and positively with staff,
customers and suppliers. There is no
danger of not being able to find
information or any risk of duplicate
document versions that could confuse
the situation.
A centralised DM system provides a
time-stamped audit trail of activity,
which empowers users, and also makes
compliance audits simple to fulfill.
DM CRUCIAL TO CRM
When looking for ways to provide
better customer service, you have
probably considered staff training.
While training can help achieve your
goals, one system often overlooked is
document management.
Document management strategy is
not just about improving
organisational workflows; it is about
boosting the performance of every
business process. There are many ways
in which DM increases satisfaction:
Faster response times: Engage
actively with staff and customers
using the correct information.
Greater cost efficiency: Efficient
business processes improve productivity
in every department.
Maximise current assets: DM
bridges multiple standalone systems.
ROI on previous decisions.
Fewer errors: Centralisation
removes inconsistencies associated
with multiple systems. Workflow
automation reduces the risk of
human error and oversights.
Easier collaboration: Everyone has
access to the same files, from any
location.
Your organisation has the power to
turn its staff and customers into its
greatest advocates or into its harshest
critics. It all starts with how your
engagement methods help to meet
their needs.
More info:
www.document-logistix.com
www.document-manager.com
May/June 2023
@DMMagAndAwards
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