Benefits of Bringing Cloud and Communications Service Performance Information into the CRM
In many organizations, Remote Monitoring & Management (RMM), Network Management Systems (NMS), and trouble ticketing tools remain confined to engineering, network operations, and technical support teams. These systems often operate in isolation, disconnected from critical platforms like Customer Relationship Management (CRM) and financial systems. While some data may be shared with customers via self-service portals, these silos limit their broader potential.
This setup is functional for break/fix scenarios and basic customer support. However, integrating service performance information into CRM systems unlocks a host of advantages for account management and customer engagement.
In this post, we’ll explore these benefits and illustrate how this integration improves operational efficiency and customer relationships.
Missed Revenues
Account management often lacks visibility into the performance and usage of customer services. As a result, opportunities for revenue growth through up-selling and cross-selling are frequently missed.
| Problem | Alternative | Solution |
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The information provided to account managers, who often lack technical expertise, must be simplified and easy to understand compared to the detailed data typically presented by RMM/NMS tools. For instance, Nextian upgrade opportunities are presented in a streamlined, user-friendly format that removes unnecessary complexities:
The image above shows an example of a customer virtual machine experiencing a high CPU usage over an extended period of time.
Nextian upgrade opportunities are actionable (e.g., schedule customer call, create a CRM opportunity) and easily fit into CRM workflows. Knowing account, service and revenue enables managers to identify and manage upgrade potential as part of the regular sales funnel.
Elevated Account Management
Customers’ external perspective on service performance often differs from the internal view. When customers call, account managers frequently need to consult with other departments (support, NOC, engineering) before they can have a meaningful conversation. This process takes time and negatively impacts the customer experience.
By consolidating service status, performance metrics, ticketing, and ordering information within the CRM, organizations can provide a comprehensive and unbiased assessment of account activity, ensuring a true 360° view.
At the individual subscription service level, Nextian tracks the following service details in the CRM:
- Current operational status of a service and its individual components,
- Service uptime, and availability timelines,
- Key performance metrics, such as CPU utilization and upstream/downstream bandwidth usage,
- Open and historical cases or tickets associated with the service,
- Active and historical orders on the service, including changes or pending cancellations.
All of this information is later rolled up to account, product and location (e.g., data center) levels, providing a holistic view that supports better decision-making as well as customer and product management.
Perfect Customer Call Timing
Reaching out to customers at the right time is one of the biggest challenges in account management. Nextian supports account managers with the following scenarios:
- Proactive account management: Calling customers when they experience problems, ensuring that both support and account management are aligned (“We’re on it”).
- Reactive account management: Having immediate access to service information when customers call, enabling quick acknowledgment and response (“Yes, we’re aware of the problems”).
- Upselling opportunities: Reaching out with up-sell or new offerings when the customer is not experiencing any current issues.
By addressing these scenarios, Nextian helps account managers optimize customer interactions and strengthen relationships.
Conclusions
Benefits of integrating service performance information into your CRM include:
- Increased revenue: Automate the discovery of upgrade opportunities to drive upselling.
- Improved customer experience: Enable informed, timely interactions with account managers to reduce churn.
- Enhanced efficiency: Eliminate the need to switch between account management, support, and customer care systems, reducing operational costs.
Contact us today to learn how we can help transform your CRM and unlock these benefits for your business!
