What enterprise software is installed in your company? CRM, project management system, helpdesk, ITSM system, 1C (you guessed right here)? Do you have a clear feeling that all these programs duplicate each other? In fact, the intersection of functions really happens, many issues can be closed by a universal automation system - we are supporters of this approach. However, there are divisions or groups of employees who should have “their own” software for security, functionality, convenience, etc. reasons. Today, using our own example, we will discuss how a company's IT zoo combines CRM and a helpdesk system. And a short survey at the end - we want to know your opinion.
He did not have a helpdesk - then he would silently respond to the request, without losing customers and without losing his temper. Love your supporters, they are the front office!
For 13 years we have been developing CRM systems, carrying out complex implementation projects, using our own CRM ourselves, using it as “our everything” - CRM, helpdesk, mail, call center, etc. Often, this is how our clients use it, transferring all operational work, and sometimes production, logistics, and a warehouse, into the CRM system. But nevertheless, we took up the development of a cloud-based helpdesk system, because it was not enough for our IT infrastructure and the IT infrastructure of our clients. Of course, they began to use our first. So does a company that already has a CRM system need a helpdesk? Does a non-service company need it? And can helpdesk become a replacement for CRM? Now we know exactly the answer to these questions.
CRM has already been implemented. Why do companies need helpdesk?
If you have implemented one of the developed Russian or imported CRM systems, you probably noticed that this is not a “sales program”, but a universal automation tool that closes the tasks of working with clients, planning, KPI, mail and telephony, warehouse management and many others (depending on the company). If the company's employees and management have learned to use the CRM system to the fullest, their operational activities become more organized, faster, more transparent - problems with deadlines, forgotten customers, and “hanging” processes disappear. Everyone works in a modern CRM system: salespeople, managers, executives, marketers, support, etc. It is very convenient: all information is contained in the client card, each employee can get access to the data he needs. However, the helpdesk does not replace or supplement the CRM system, it is an independent software, the acquisition of which is necessary for several reasons.
Security
Let's start with the most important topic - the information security of the company. In management, there is such a visualization - the iceberg of ignorance, which was proposed on the basis of his research by consultant Sidney Yoshida in 1989. According to his data, top managers know only 4% of the company's problems. This theory has been both confirmed and refuted on the basis that these 4% are worth the other 96%.
Contradictory theory, but, reworking the well-known phrase, we can say that often the leader really knows the last. This is especially true for those who believe that they have done well and learned to delegate, which means that you can take up a hobby, and the business itself will work. Indeed, the front office (support and sales) is aware of most customer and commercial issues. And then a series of unfortunate coincidences happens:
- Support and service staff are well aware of customer problems.
- Support staff have access to a CRM system that contains critical information about deals, cash flow, sales funnel and customer base.
- Support employees are the most unstable staff who leave the company rather quickly and do not have a strong moral attachment to the organization.
Thus, a CRM system in the hands of a support employee, even with the most severe restrictions on access rights, is a potential security hole. Helpdesk is a less security-critical system: it contains information about tickets and problems, basic information about customers, but no access to commercial information. Therefore, the best option is when the helpdesk system does not contain a CRM module, but is integrated with an external CRM system, that is, access can be completely closed to some employees.
This is how we implemented - in the cloud helpdesk support operators work who do not have access to the CRM system. At the moment, integration with our RegionSoft CRM has been implemented, an API for integration with other services and applications will soon appear. The operator sees only his working information:
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List of hits
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Application text
In this way, the helpdesk helps protect the customer base from unstable employees who are more likely to take part of the customer base with them.
Functional differences
A CRM system is, in simple words, a program with a bunch of bells and whistles. All functionality is divided into many modules that are interconnected, and this is very convenient, however, all employees do not use all the functions of the system, and often on the desktop of a CRM manager there are constantly used functions, functions that are used a couple of times a month and functions that are needed occasionally. The architecture and logic of CRM-systems is aimed at competent functional management, for the tasks of which a set of features has been created that helps to cover the client 360 degrees.
A CRM system is a software complex that is difficult to implement and master, which takes time, costs for training, the formation of expertise, etc. In addition, in a CRM system it is almost impossible to master exactly one “your” module without delving into others - hence the long terms and difficulties.
A support employee does not work with a client base and a deal, he works with a specific problem (incident). He doesn't care that the deal was worth 1,5 million rubles. or 11,5 million rubles. - it is important for him that assembly 17.3.25, node No. 16 does not work, the clutch on a multimillion-dollar car is stuck, the server in the data center is not working, etc. This means that information from CRM is superfluous, and the interface overloads attention.
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The application window with which the operator works is the maximum of the information he needs
Helpdesk should primarily fulfill its main purpose: inform the operator about the problem, give its details and some kind of communication channel with the client (chat, e-mail, phone - depends on the company's policy), allow sending reminders and provide the client with a personal account for control deadlines and progress.
Also, the helpdesk system has a great advantage over the CRM system: its implementation does not require analysis, examination and reorganization of business processes. You deploy it in 2 minutes, set it up and immediately redirect all client requests to the support portal. It does not matter whether there is a redistribution of spheres of influence between marketing and sales, whether the commercial director works well, whether the salespeople have fulfilled the plan. The front line of the company is support, the customer service department does its job regardless of the rest of the processes in its automated system. Although, in fairness it should be said that the mess in the company significantly adds to the work of support. Well, you know this without us.
By the way, if you are offered something like a CRM for support or a helpdesk with built-in CRM, carefully analyze the possible information security risks.
Speed of development and interaction with the system
When we created our , the last thing we thought about was how we would look like in the ITSM community (we didn’t think at all, in fact), we decided to create a simple and understandable environment for absolutely any support service (support, help, etc.):
- technical support and outsourcing companies
- service departments
- IT department within the company (and any other department - in ZEDLine Support, you can simply exchange internal tasks with designers, admins, advertisers, anyone)
- support for a non-technical company (even a construction company, even a perfume store).
And this is a completely different level of technical savvy of the user of the system. Resolved: we remove unnecessary bells and whistles that we are used to in the development of the CRM interface, make a convenient web interface, fasten detailed training blocks right inside the system so that the user is next to the tips until they are no longer needed (then just click "Do not show again ").
Mastering a CRM system takes far from a couple of hours and more than one day - you need to understand not only your immediate work, but also the connectivity of modules and the logic of their interaction. Relatively speaking, you need to understand exactly what will change and where if you suddenly change the tax rate, apply a discount, add a new field in the client card, etc. And almost every user in the company should understand this. The Helpdesk system does not have such difficulties (at least in our implementation).
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For comparison, the main window of the CRM system and the client card window.
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Buttons on the left, a dashboard on the right, a menu with submenus on the top, and so on. When you work in a CRM system, you feel like an airplane pilot in front of the dashboard, when you work in a help desk, you feel like a front office operator who can quickly and clearly solve or delegate a task. And a 300-sheet manual.
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44 tabs, each of which contains the most important information, including commercial secrets - and almost all tabs are involved in operational work, at least 10 are used by each of the managers. It is convenient and fast after learning and mastering the system, but mastering takes time and is part of the implementation project.
As you can see, the difference is huge. And this is not a sign that some software is cooler - it is a sign that each of the applications performs its function and meets the requirements of its user.
Helpdesk setup as simple as possible: the administrator prescribes mail settings for sending notifications, disk space, and the logic for sending notifications. The main essence of any helpdesk is a form for creating an application, which is also easy to configure by selecting a set of required fields with data types.
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The questionnaire settings window in the administrator's personal account.
Thus, what rules of work should the helpdesk follow?
- Be fast - quickly set up, work without freezes even with a large number of applications.
- Be understandable - all entities must be understandable, transparent and related to the main - application (appeal) of the client.
- All interface elements must be interpreted unambiguously - the operator must know exactly what each symbol and each function in the interface means.
- Be easy to learn - since support staff can have completely different qualifications and training, the helpdesk should be accessible for a quick start. Training should take place as quickly as possible, because this is the pool of employees who cannot be pulled out of the work process for a long time.
Helpdesk is a tool for operational work (like CRM), but above all a tool for working at the forefront, where speed of response, ease of interaction and the ability to control the progress of a solution to an issue mean almost as much as the professionalism of support.
Speed of work with clients
I am a client of many companies, services, stores, etc. I am an adult, modern, technically advanced person who wants exactly three things in exchange for his money: good price / quality ratio, excellent service and affordable, transparent work with my requirements. If I cannot find a way to contact a company, I will find another; if my question or complaint is not answered, I will avoid the company in the future; if they serve me cool and personalized, I’m ready to overpay a little and make friends with the brand. This is the normal behavior of millions of modern young people - your customers. What does it mean? It should be convenient for them - including (oh, horror!) Get into your helpdesk and watch the progress of the case.
In this regard, the CRM system is not the client's best friend. Yes, there are solutions on the market with the ability to create a personal account of a client or partner in CRM, but even in them, not every business will decide to allow their clients. Yes, and the client to understand the interfaces of CRM-systems of all companies with which he works, is also a pleasure below average.
Helpdesk, on the other hand, is a meeting place for the client and the operator while solving work tasks (problems, incidents). You take a link to your helpdesk and place it wherever a client can start looking for you: in social networks, on a website, in an email signature, or even a QR code on goods, materials, advertising, etc. The client follows the link, enters his first name, last name, e-mail and receives his login and password to enter the helpdesk client portal.
Then he creates an appeal, communicates with the operator in the chat, attaches files, monitors the change of operators and statuses on his problem. It is convenient, fast and, what is important, under control — the client keeps his finger on the pulse. Changing statuses allows the client to see the dynamics of work and know what is happening with his appeal, how quickly the problem is solved.
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One, two, three - and the client can create his first application.
The ability to self-service customers and chat with the operator is a characteristic feature of the helpdesk, which is either absent in CRM or not in demand.
Thanks to the helpdesk, the response time to the request is reduced - this is perhaps the main benefit of having such a program for support staff. And when a client is given a lot of time to communicate, he is sure that he is a particularly important client, and this captivates and strengthens friendship with the company (and there are additional sales, and revenue, and profit growth - let's look at the issue strategically!).
Measurable and visible work of employees
In fact, in order to have a helpdesk system, it is not necessary to have an office where a dedicated support group sits - it will suit any employees who are on the first line of working with clients (except for salespeople - CRM is still more convenient and functional for them). With helpdesk, many routine tasks are automated, and support managers have more time to solve customer problems in essence.
At the same time, it is the support workers who are the employees to whom various metrics and KPIs are most often applied, because their work is easy to calculate - according to closed requests, customer estimates (coming soon), labor costs in valuation. In different helpdesks, this calculation is carried out differently, we implemented it through labor cost accounting (timing): you can enter a price for various types of work and take them into account in each task, and then aggregate them in a labor report.
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Timing settings window in the administrator's personal account
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Estimation of labor costs inside the ticket interface (may be visible to the client, or not visible due to the “Internal Message” function (invisible to the ticket initiator).
Helpdesk allows an employee to manage their time: when all tasks with statuses, deadlines and responsible persons are in front of their eyes, it is easier to focus and plan work both within the working day and in the whole array of tasks. As stress levels decrease, so does the likelihood of making stupid, "nervous" mistakes.
In addition, the employee himself sees the work done (closed applications) and visually sees his result, which is a powerful motivator.
In the CRM system, the evaluation of the work of employees is much deeper and more complicated (for example, we have designed a whole module for working with KPI), and before starting to evaluate the effectiveness of each employee, certain training must be completed. In the helpdesk, support assessment starts from the first minute of work, without delays for matching indicators, etc.
A few more differences to be aware of
- The CRM system update cycle is much longer than the Helpdesk system update cycle, and support is more difficult. You don't need a system administrator, a programmer or a super-confident PC user to work with the helpdesk.
- If there is a “Service” section in the CRM system, this is just a section that is very limited and cannot replace the helpdesk. If there is a CRM module in the helpdesk, this, as in a joke, is neither a pig nor a marine one - it’s not CRM at all, but, for example, a contact manager. Because CRM, I repeat for the tenth time, is a system for managing all customer relationships, from lead to upsell. Do you see the logic behind the presence of all this in the helpdesk, with the exception of the increase in the price of the program itself?
- If the primary information about the client is collected from all employees at once, then a CRM system is more suitable for you, if the support does not accumulate primary information and has a narrow range of responsibilities, he needs a helpdesk.
If the company does not have a helpdesk and no CRM, then most likely the work with the client is concentrated in e-mail. Then there are two common scenarios:
- communication continues in the mail with an endless chain of letters, the search is carried out there; when an employee leaves, unpleasant adventures are possible;
- communication switches to chat or phone and is gradually lost as a single array of information.
This is perhaps the worst option of those that can be. Do not create risks for yourself, work with various automation tools that are able to solve the tasks of each of the employees. Then you will save a valuable asset - commercial information, and employees will be comfortable working, and customers will not feel abandoned.
POLL
— please answer a short list of questions, it will help us to become better for you 🙂
Only registered users can participate in the survey. , you are welcome.
Do you have a support service in your company?
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Yes, there is, a separate group of employees (department)
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Yes, there is, but these employees also do other work
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As such, no - the incident is taken into work by the one to whom it is closer
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We do not provide customer support
Voted by 21 users. 4 users abstained.
What are these guys doing?
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Answer customer questions
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Transfer questions to specialists
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Help customers themselves - completely solve problems
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They take care of everything: installation and support
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Sell our products and services
Voted by 21 users. 4 users abstained.
Do support staff change frequently?
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Yes, often, these are students
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Yes, often - such a job
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Yes, often - grow quickly within the company
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No, not often - this is our super gang
19 users voted. 4 users abstained.
What area does your company operate in?
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IT
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Not IT
20 users voted. 4 users abstained.
Do you have a helpdesk system in your company?
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Yes, there is, vendor
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Yes, there is, self-written
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No, we use CRM
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No, we use other software
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Not at all, we work through mail, phone, chats
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I'll tell you in the comments
20 users voted. 4 users abstained.
Is she paid?
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Yes, paid
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No, free
18 users voted. 7 users abstained.
Are you satisfied with your helpdesk system?
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Yes, completely
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Partly
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No
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We don't have a helpdesk system
18 users voted. 6 users abstained.
What is important to you in a helpdesk system?
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Ease of setup and use
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Speed
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Omnichannel
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Interface
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Security
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Client portal (office)
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Price
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Personel assessment
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Control
17 users voted. 8 users abstained.
How is it correct and understandable?
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Helpdesk
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Service Desk
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Support system
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Ticket system
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What are you, it's all different concepts!
15 users voted. 10 users abstained.
Source: habr.com