sales crm vs. service crm differences
  • admin
  • Last Updated: 09 Jun 22
  • 14 min read

Sales CRM Vs. Service CRM: What are the differences?

  • admin
  • Last Updated: 09 Jun 22
  • 14 min read

Running a business is tough. Staying relevant in the competition and delivering the best for the customers is always challenging.

In order to survive in a competitive market, you need to increase your sales by attracting new customers, as well as satisfying your existing customers. Thus, many companies have utilized business automation tools to become more organized.

The CRM system has become one of the most popular business tools today. The two main forms of CRM are the Sales CRM and the Service CRM, and they have been discussed in brief down below:

What is sales CRM?

Sales CRM is an effective customer relationship management system that provides insight into the customer lifecycle, from prospecting to customer management. In other words, it is a business tool that organizes the entire sales process in an organization.

Sales CRM contains everything you need, from the point when someone becomes your prospect to when you close the deal. You can interact with prospects through different channels through the sales CRM system.

increased sales with sales crm software
Image Courtesy: DICEUS

Based on the nature of your interactions, it provides you with an easier way to prioritize tasks and leads. For any company, managing the sales team can be a challenging task.

But by implementing a sales CRM, the sales manager can plan the sales tasks efficiently so that the company can achieve its objectives. As well as enabling sales teams to stay productive, sales CRM also helps them stay on top of ongoing conversations and negotiations.

It is capable of automating manual day-to-day tasks and giving a detailed overview of current sales. Furthermore, it provides better forecasting and reporting.

What is Service CRM?

Service CRM, on the other hand, is also a business tool used for managing all the after-sales service or support required by a customer. The service CRM facilitates conversations with customers across multiple channels from a central dashboard, collects feedback from the voice of the customer (VOC), and analyzes customer sentiment.

customer feedback with service crm software

More precisely, Service CRM delivers insight into brand product preferences, trends, and consumer emotion relevant to customer service, product development, contracts, and all other services that your customers might need. The service CRM thus contains all past interactions and billings with the customer.

You’ll also be able to see the complaints made by your customers and any additional features requested by them. Furthermore, you will also find all the products and services they have purchased, upgraded, or downgraded. An example of a Service CRM is Cloud Telephony-CRM integration.

Comparing Sales CRM with Service CRM

These days some Sales CRM have added service CRM modules. Also, some service CRM has added sales and marketing capabilities in them. Some companies may be able to get all the functionality they need from those hybrid solutions.

Today, a service CRM with sales capability will not offer all the features used by heavy sales CRM users. Additionally, you’ll have to pay third-party integration fees in order to incorporate workflows included natively in a Customer Experience Management (CXM) into your CRM system.

Furthermore, you will have to pay ongoing fees for any future upgrades when you customize your software to that extent. Both of these systems are developed with a different point of view.

The primary objective of a Sales CRM is to promote and automate sales. On the other hand, Service CRM looks to improve customer service and customer experience by maintaining a proper customer relationship. Thus, both of these services have a completely different approach to workflows and the collected metrics.

However, using these services will allow you to achieve stronger KPI data on the sales pipeline from a sales CRM and stronger KPI data on customer sentiment analysis from a service CRM. Large companies are increasingly using both a broad set of CRM capabilities as well as CXM functionality that is more specific to customer engagement.

By using an API, users can share data between both systems. Suppose you wish to perform rigorous, advanced analysis or report using Business Intelligence tools or other statistical systems. In that case, data can always be exported from both systems into a data lake.

However, there is also a downside to using both of these systems, especially for the marketing and IT departments. For IT, it requires more vendors and tools to be approved and supported, whereas in marketing, managing the growing amount of tools in the tech stack becomes more difficult. In recent years, organizations that sell to B2B have increasingly embraced Sales CRM coupled with marketing automation.

Sales CRM Vs. Service CRM: The Key Differences

The following table highlights some of the system differences.

  Sales CRM Service CRM
Primary Focus Sales, prospecting, and renewals Customer interactions
Configurable Work Flows Follow-up assignments for leads Customer service cases are queued and prioritized
Steps for sales engagement (discovery, validation, proposal) Escalation flows  
Notification of inactivity on an account Notification of negative sentiment trend appearing in social media
Territorial and organizational management Social media response workflows for negative and positive posts
The reasons for missed opportunities Reason codes for contact (i.e., quality issue, allergen inquiry, product question, store location)
Forecasting and planning for sales Suggesting next steps based on data and analysis and fulfillment, such as a reply or a coupon
Channels Integrated Telephone calls, Email, text messaging Email, Telephone, Text/SMS, Social Media, Chatbots, Video, Ratings/Reviews
Data Sources Integrated with marketing automation software Sentiment tracking from social media
Purchase history  
KPIs Tracked Sales Pipeline First-time case resolution rate
Cross-sell and up-sell data Positive voices in social media
Time for order-delivery cycle Net Promoter score

Business function supported by Service CRM

1. Inbound Customer Support

Do you receive inquiries by phone, email, live chat, social media, or in person? With Service CRM, you can be sure your customer service is in good hands because many service CRM systems provide you with a knowledgebase feature as well. As a result, you can easily access the most relevant and correct information.

Keeping track of customer support requests every time they reach out is essential for inbound customer support. This is the primary task of a service CRM. Thus, with the implementation of service CRM, you can create a complete profile of each customer and keep track of issues that frequently arise.

2. Customer lifecycle data and customer profiles

Recurring purchases are the lifeblood of businesses across many industries. The key to increasing customers’ lifetime value (LTV) is understanding what motivates them to buy again and/or more often.

Using Service CRM, you can create individual customer profiles and keep track of past interactions. Using this information can lead to better products and more effective marketing strategies. As a result, they maximize the customer lifecycle.

3. Upsell Opportunities

You can anticipate customer needs by observing patterns in customer questions and product requests. It is something that you can share with your salespeople. As a result, existing customers are more likely to spend more money in the long run, which enhances your upsell opportunities.

4. Churn reduction

Changing customer behavior may be a sign they wish to leave your service. A recurring payment might be failed, or there may be a large number of complaints. These behaviors may seem inconspicuous at first.

However, if you start spending more time on your service CRM, you’ll find out what happened before your clients left. You can also monitor your existing customers for the same patterns and do the needful to prevent churn.

Who uses Service CRM?

1. Customer service agent

This includes customer service personnel include retail staff, call center agents, and help desk administrators. In the long run, the faster they get all the information into the CRM, the more useful and accurate it will be.

2. Customer service manager

The role of customer service managers is challenging. They must maintain motivation among their staff to provide excellent service.

In addition, these representatives are the ones who handle issues that their customer service agents are unable to handle. By using the service CRM, they will be able to fully understand each issue instead of having the agents explain it in detail.

3. Customer Operations Manager

After customer service teams and managers have dealt with all issues, an operations manager can dive in and define workflows, find bottlenecks, and improve the overall processes. For customer service teams to thrive, customer operations managers must create the right environment.

Distractions must be avoided, and the right tools must be available. A service CRM allows them to better understand how their team works and where improvements can be made.

4. Customer success manager

It is the customer success team’s responsibility to promote customer retention and loyalty. Using service CRM, they can identify areas of dissatisfaction, and this information can be really handy to the customer success manager.

Business Function Supported by Sales CRM

1. Lead generation

When salespeople have to generate new leads every day and store them in multiple places (spreadsheets, notebooks, email), they will be spread too thin. The sales CRM provides an easy-to-use system for managing all new leads, i.e., all business prospects or leads are centralized in a sales CRM.

2. Lead nurturing

It is crucial to nurture the leads that have been acquired from the lead generation team. Without lead nurturing, they are significantly less likely to become a customer. It can waste lead generation efforts in this case.

But with the implementation of a sales CRM the lead generation team can monitor all lead activities, including email opens, leads’ responses, and more.

3. Lead management

An effective sales force is based on a healthy pipeline. The number of leads in your pipeline should be balanced across all stages. The sales CRM software allows you to know which pipeline stages have fewer leads than you expected.

4. Conversion and close rate optimization

Is it possible to convert a lead into a customer in a short period of time? What are the bottlenecks in the sales process? Are there ways to increase the revenue generated by each lead? These questions cannot be answered without a sales CRM.

Who uses Sales CRM?

1. Sales Representative

You can only gain value from interactions with potential customers if they are tracked. This includes phone sales, email, and field sales. With a good sales CRM, sales reps can maximize their sales performance from wherever they are.

2. Account executive

The account executive needs to know everything about every interaction with the leads or prospects as their main focus will be on sales. This means that your relationships with existing customers will be maintained and extended.

3. Sales manager

Sales managers set quotas and goals for their employees. Additionally, they train their representatives and review their activities. Those are the people making sure the team is on track to deliver the results the company needs them to deliver.

If they do not have a sales CRM, they do not have easy access to the information they need to do their jobs.

4. VP of sales

VPs of sales are responsible for driving the growth and strategy of the organization. In most cases, they won’t spend much time looking at individual reps’ CRM data.

Instead, it’s more important to look for patterns and trends in the big picture. To name a few, markets to target, business opportunities to explore, and top talent to find.

5. Chief revenue officer (CRO)

To achieve business success, a sales professional relies on a CRM that is accurate and reliable. They aim to elevate the revenue and sustainability of the organization by combining all sales volume, opportunities, headcount, and revenue forecasts.

Benefits of Service CRM

1. Real-time data availability

In service CRM, data such as customer interactions about issues, history of purchases, or customer information are available in real-time.

In addition, you can share real-time information with field service representatives, reps from different departments and even share information within the same department within seconds. All that’s required is a strong internet connection.

2. Contact management

Customer details, contact information, product history, and overall customer service activities are provided in the service CRM to assist customers. As a result, it helps to solve customer inquiries quickly and provide the best solution to customer problems.

3. Increased Customer Satisfaction

A service CRM isn’t enough to celebrate its benefits without effective multichannel communication. Using it, you can keep track of customer conversations across all your channels. This is because customers are annoyed to explain their problem to multiple customer service representatives time and again.

But when a service CRM is in place, all customer service representatives can access the issues of a customer and directly proceed to the next step without annoyance to their customers.

In addition, it’s easy to miss or lose a piece of important customer interaction in the flood of information. Knowing what your customers care about can help you better serve them. If customers see that you’ve paid attention to them, they’ll know that you value them.

4. Automated data entry and more efficient

It is a very tedious task to store and manage all the valuable information about the customer. This is because tasks such as sending a follow-up mail, asking notes to another colleague who recently contacted the same customer, etc., can be tedious and repetitive. All this makes the whole process an inefficient one.

But with service CRM you can almost automate anything by being based on the activity of the targeted customer. For example, you can send a welcome email to a customer who recently subscribed to you without you even knowing about the subscription in the first place.

Thus, with a service CRM, you can balance your workload, which will help improve the response and increase customer satisfaction.

Benefits of Sales CRM

1. Automated sales process

Sales CRM is supposed to reduce the burden on your sales team by making them more productive. With Sales CRM, you’ll have access to various functions and features, such as Salesforce Automation, Lead Tracking, Sales Tracking, and Sales Forecasting. By using automated tasks, they can prioritize their tasks more effectively.

2. Powerful sales management

Recruiting the right people and keeping the morale of their teams high are two of the biggest challenges they face as sales leaders. Sales managers who do not use a sales CRM for tracking milestones and improvements are at a disadvantage.

Sales managers cannot provide constructive feedback or train their reps without a CRM to manage their pipeline, activities, goals, and reports.

But with a sales CRM, the sales leader can ensure that all the available reps will be assigned lead categories specific to their areas of specialization, and they can help in real-time.

3. Understand bottlenecks

The sales process might be going well for you at the moment, but understanding even the tiniest bottlenecks in the process is crucial to your business.

Identifying bottlenecks will give you an idea of where you need to improve yourself or what strategies need to be incorporated to make your process more efficient. And this overall process of identifying the bottlenecks will be very easy with the help of a proper Sales CRM.

4. Monitor sales reps

There are always administrative tasks on the plate for sales representatives, such as following up on sales, managing pipelines, and creating sales reports. Enabling your sales representatives with the right sales CRM software and providing the right training to your reps can help you monitor your sales reps every day.

The benefits extend to your sales reps and you as you now have a clearer picture of what your sales reps are doing, how they are carrying out their daily tasks, and what contribution they are making to your company’s success. As a result, the CRM monitors the productivity of your Sales team.

The Key Takeaway

Sales CRM and Service CRM both have their own unique benefits. And implementing a CRM software solution can help you in several ways. 

A business phone has a major role to play whether it’s generating sales or maintaining relationships with customers. Wouldn’t it be great if your business phone is CRM-ready so that you can manage your customers and get insights from a single place? And that’s where KrispCall comes in handy.

KrispCall is a cloud telephony platform with which you can get sophisticated call management features in addition to regular business telephony features. Moreover, the telephony platform supports CRM software integration. So the feature set is boundless.

But what makes KrispCall so compelling of all is its price. The subscription packages include abound set of features and are available at an affordable price. You can also get started for free as a Schedule Free KrispCall demo now, for first-time users.

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Head of Content @ KrispCall (or, in plain English, I'm the guy responsible for ensuring that every blog post we publish is EPIC).

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