Building Better Relationships
 

Emagia Corp. also has worked to make the customer relationship management process smoother by providing electronic transactions and more Web-based features. The company offers a customer care portal that provides 24-hour access to a self-service center where customers can log disputes and manage their accounts, says Lou Mohanty, spokesman for the Santa Clara, Calif.-based company. Within the company's Enterprise Cash Flow Management suite of products, Emagia also offers a customer financial supporter, which provides online access to statements and invoices. CRM ties directly into the product's collections module, says Veena Gundavelli, founder and chairwoman of Emagia. When action is taken on the CRM side - on a disputed invoice, for example - information is passed on to the collections side so the customer's portfolio can be updated. "[Collections departments] can get immediate feedback to drive their strategy based on that information or feedback," she says. Gundavelli agrees that the weak economy is forcing companies to examine their processes and make sure all departments are working together and being proactive. "I have seen a tremendous push to reduce costs, to get information instantly to improve efficiency," she says. "That is forcing people to look at CRM closer."