A survey by document management software company, Version One, reveals that 73 per cent of UK organisations do not have document management functionality integrated into their customer relationship management (CRM) system. Version One surveyed 126 managers from a cross-section of UK private, public and third sector organisations.
Of the remaining respondents, 17 per cent state that they do have document management integrated into their CRM system with 10 per cent uncertain about whether they do or not.
As nearly 60 per cent of survey respondents without CRM-integrated document management state that their organisation would benefit from having such functionality, this suggests that there is significant demand for this integrated technology.
Greg Ford, Managing Director of Version One, says, “The survey results highlight that there is a definite need for CRM systems with integrated document management functionality. Using this software, imaged documents can be linked to the corresponding records in CRM, providing a comprehensive history of all dealings with customers, whether you’re in sales, operations or customer support. This holistic view enables improved customer service and provides the foundation for smarter cross-selling and up-selling.”
With document management integrated into CRM, staff have instant access to all customer records instead of having to trawl through filing cabinets of documents. Correspondence is no longer mislaid or lost and with all customer information and documentation in one place and instantly accessible, this provides invaluable customer intelligence.
Ford adds, “The economic climate is so challenging that organisations need to find ways of improving customer retention, adding value to existing customers and attracting new customers. Having comprehensive customer intelligence at an organisation’s fingertips enables smarter working and paves the way for a first-class customer experience.”