{"id":38998,"date":"2019-10-31T22:27:16","date_gmt":"2019-10-31T19:27:16","guid":{"rendered":"https:\/\/prohoster.info\/blog\/zachem-vam-helpdesk-esli-uzhe-est-crm\/"},"modified":"2019-10-31T22:27:16","modified_gmt":"2019-10-31T19:27:16","slug":"zachem-vam-helpdesk-esli-uzhe-est-crm","status":"publish","type":"post","link":"https:\/\/prohoster.info\/en\/blog\/administrirovanie\/zachem-vam-helpdesk-esli-uzhe-est-crm","title":{"rendered":"Why do you need a helpdesk if you already have a CRM?\u00a0","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

What corporate software is installed in your company? CRM, project management system, helpdesk, ITSM system, 1C (did we guess right)? Do you have a clear sense that all these programs duplicate each other? In fact, functional overlaps do occur; many issues can be addressed by a universal automation system \u2014 we are advocates of this approach. However, there are divisions or groups of employees that need their own software for reasons of security, functionality, convenience, etc. Today, we will discuss how CRM and helpdesk systems coexist in the IT zoo of a company using our own example. Also, we have a short survey at the end \u2014 we want to know your opinion.<\/p>\n

\"Why<\/a><\/noindex>
\nHe didn't have a helpdesk \u2014 otherwise, he would have quietly responded to the request without losing customers or losing his temper. Love your support staff; they are the front office!<\/i>
\n<\/a><\/noindex>
\nFor 13 years, we have been developing CRM systems, conducting complex implementation projects, using our CRM ourselves as our all-in-one solution \u2014 both CRM and helpdesk, email, call center, etc. Often, our clients use it in the same way, moving all operational work into the CRM system, sometimes including production, logistics, and warehousing. Nevertheless, we took on the development of a cloud helpdesk system because it was lacking in our IT infrastructure and that of our clients. Of course, we started using our helpdesk ZEDLine Support <\/b><\/a><\/noindex>first. So, does a company with an existing CRM system need a helpdesk? Does a non-service company need one? And can a helpdesk replace a CRM? Now we know the answer to these questions.<\/p>\n

CRM is already implemented. Why does a company need a helpdesk?<\/h2>\n

\nIf you have implemented one of the advanced Russian or imported CRM systems, you have probably noticed that it is not just a 'sales program,' but a universal automation tool that addresses tasks related to customer interaction, planning, KPIs, email and telephony, inventory management, and many others (depending on the company). When employees and management learn to fully utilize the CRM system, their operational activities become more organized, faster, and transparent\u2014issues with deadlines, forgotten customers, and stalled processes disappear. In a modern CRM system, everyone works together: salespeople, managers, executives, marketers, support staff, etc. It's very convenient: all information is contained in the client card, allowing each employee to access the data they need. However, helpdesk software does not replace or complement the CRM system; it is standalone software that must be acquired for several reasons.<\/p>\n

Security<\/h2>\n

\nLet\u2019s start with the most important topic\u2014information security in the company. In management, there is a visualization known as the iceberg of ignorance, proposed based on his research by consultant Sidney Yoshida in 1989. According to his data, top managers are only aware of 4% of the company's problems. This theory has been both supported and challenged based on the fact that these 4% represent the remaining 96%.\u00a0<\/p>\n

\"Why
\nA controversial theory, but if we were to rephrase a famous saying, it could be said that leaders often are indeed the last to know. This is especially true for those who believe they are doing well by learning to delegate and, therefore, think they can pursue hobbies while the business runs itself. In reality, the front office (support and sales) is aware of most customer and commercial problems. And here comes a series of unfortunate coincidences:<\/p>\n

    \n
  1. Support and service staff are well-informed about customer issues.\n<\/li>\n
  2. Support staff have access to the CRM system, which contains critical information about deals, financial flows, the sales funnel, and the client database.\n<\/li>\n
  3. Support employees are the most unstable personnel, who tend to leave the company quickly and lack strong moral attachment to the organization.\n<\/li>\n<\/ol>\n

    \nThus, a CRM system in the hands of a support employee, even under the strictest access restrictions, is a potential security loophole. A helpdesk is a system that is less critical for security: it contains information about tickets and issues, basic information about clients, but no access to commercial information. Therefore, the best option is when the helpdesk system does not contain a CRM module, but integrates with an external CRM system, meaning access for some employees can be completely restricted.<\/p>\n

    That's exactly how we implemented it. ZEDLine Support <\/a><\/noindex>\u2014 in the cloud helpdesk, support operators work without access to the CRM system. Currently, integration with our RegionSoft CRM has been implemented, and an API for integration with other services and applications will be available soon. The operator only sees their working information:<\/p>\n

    \"Why<\/a><\/noindex>
    \nClick to enlarge
    \nList of requests<\/i><\/p>\n

    \"Why<\/a><\/noindex>
    \nClick to enlarge
    \nRequest text<\/i><\/p>\n

    Thus, the helpdesk helps protect the client base from unstable employees who are more likely to take part of the client database with them.<\/p>\n

    Functional differences<\/h2>\n

    \nA CRM system is, simply put, a program with a lot of features. All functionality is divided into many interconnected modules, which is quite convenient, but not all employees use all the features of the system. Often, on the desktop of a CRM manager, constantly used functions coexist with those used a few times a month and functions needed from time to time. The architecture and logic of CRM systems are aimed at effective functional management, for which a set of capabilities has been created to cover the customer from all angles.<\/p>\n

    A CRM system is a complex software solution that is difficult to implement and master, requiring time, training costs, expertise formation, etc. Moreover, in a CRM system, it is practically impossible to master just one specific module without delving into others \u2014 this leads to long implementation times and challenges.\u00a0<\/p>\n

    Support staff are not focused on the client database or the deal; they work on specific issues (incidents). They don't care whether the deal was worth 1.5 million rubles or 11.5 million rubles \u2014 what matters is that assembly 17.3.25 isn't working, node No. 16 has a clutch problem on a multimillion-dollar vehicle, a server in the data center is down, etc. Therefore, information from the CRM is unnecessary, and the interface distracts from the task at hand.\u00a0<\/p>\n

    \"Why<\/a><\/noindex>
    \nClick to enlarge
    \nThe application window that the operator works with contains only the essential information they need.<\/i><\/p>\n

    The help desk must primarily fulfill its core purpose: to inform the operator about the problem, provide its details, and offer a means of communication with the client (chat, email, phone \u2014 depending on company policy), allow for sending reminders, and provide the client with a personal account to monitor deadlines and progress.<\/p>\n

    Additionally, the help desk system has a significant advantage over a CRM system: its implementation does not require analysis, examination, or reorganization of business processes. You can set it up in 2 minutes, configure it, and immediately redirect all client requests to the support portal. It doesn't matter whether there are changes in the spheres of influence between marketing and sales, whether the commercial director is performing well, or whether the sales staff are meeting their targets. The front line of the company is support; the customer service department does its job independently of other processes in its automated system. However, to be fair, disorganization within the company noticeably increases the workload for support. You already know this without us.<\/p>\n

    By the way, if you are offered something like a CRM for support or a help desk with built-in CRM, carefully analyze the possible information security risks.\u00a0<\/p>\n

    The speed of learning and interaction with the system<\/h2>\n

    \nWhen we created our cloud help desk ZEDLine Support<\/a><\/noindex>, we hardly thought about how we would be perceived in the ITSM community (we didn't think about it at all, actually); we decided to create a simple and understandable environment for any support service (support, help, etc.):<\/p>\n