We’ve all experienced it: the cable or phone provider who said they’d send a rep to our house “sometime between 12 and 5”–requiring us to take an afternoon off work, or reschedule our day, only to wait around until 4:40, when the poor backlogged tech actually showed up. This scenario is becoming less frequent, however, thanks to the introduction of location-based services.
Location-based services involve the use of GPS instruments, cellular communications and cloud-based software to support field agents who are performing a service for a customer. For instance, that technician installing cable or phone services may keep in contact with the office in order to provide efficient and timely service for the next person on the schedule. Likewise, a small business owner may also protect the vehicles on his lot with GPS tracking services to deter theft.
Most of the location-based services used in customer relationship management (CRM) scenarios are centered on field technicians and field sales reps. The communications devices—many of which are already in use by these employees, such as cell phones or GPS units in vehicles—allow the technician to locate the customer and arrive within the promised time frame.
CRM tools may be linked to GPS tools to allow technicians or sales individuals to retrieve the address of their next appointment and automatically map the location. Without these devices, the employee may get lost or even miss appointments, which of course is a negative reflection on the company.
Back at the office, service managers can see up-to-the-minute information about where their field technicians are located at all times. Because the service managers are aware of their technicians’ location, they can schedule assignments in neighboring areas. This method saves technicians time, because they don’t have to drive back and forth to get to appointments; it also saves the company money, since lower fuel charges are assessed when the distance is not as great. This method can also reap great rewards in terms of customer satisfaction. Imagine calling for service when your cable is down, and hearing—instead of the old “between 12 and 5” line—“We have a technician doing a job right around the corner from you. Can we send him by in the next half an hour?”
With location-based services, technicians and sales persons can view their assignments via an Internet-based application, making it as easy as logging into an email client, rather than calling the office or worse, returning between each assignment to get the next one.
CRM tools also allow the employee to make notes immediately following the service or sales call. If the customer calls and inquires about their services, a customer service representative may automatically update the client based upon the real-time information received from the field. Small and large business can provide seamless customer service, because cloud-based CRM applications benefit from mobile access and cross-channel updates.
Location-based services range from inventory to advertising, but using cloud computing and CRM applications to enable them holds great promise for delivery services, field technicians, field sales persons, and transportation. The potential—for improving efficiency, lowering costs, improving customer satisfaction, and streamlining work processes—is enormous.
