In email based support, all emails remain in individual mailboxes of people. People may not be accessing these emails in time, they may be away on vacation. You can lose a valuable deals if not responded in time.
CRM follows concept of central mailbox. Emails of all the agents is extracted to CRM. So there is no risk of missing an important update.
In email based support, there is no facility to group tickets based on a case. Emails remain distributed in various mailboxes. Often it is difficult to find who mentioned what in past. Searching emails, understanding their order and drawing conclusions is difficult. As the volume of enquiries grow in the business it results in chaotic situation.
In CRM, all emails are tagged to a case and the communication is available in sequential order. Even if different mailboxes are used for communication, the email will still be extracted. So finding a past communication is much easier.
Every sales or support request is a piece of work. But in email based support, you can not differentiate between these pieces of work. All the enquiries come to a big box of email and agents just reply to it. Often it is necessary to take high value high priority cases first.
A case in CRM can be attached priority, it can be assigned to a senior person if desired. This was relative importance of cases is identified and taken care of.
In email based support, there is no clarity as to what is going on. Are enquiries getting replied properly, are there any enquiry not attended to?
Since these enquiries (or pieces of work) are created as cases, it is quite easy to know exactly what is going on for each of the case. You can easily identify the cases those are lagging behind and take corrective action.
You would want to provide consistent support to your customers. Ideally same steps should be followed at similar intervals for every enquiry. In email based support, this is often difficult to achieve. CRM agents may attend to enquiries as per their own convenience, and may devise their own ways to deal with the work. You can never be sure if they follow consistent steps or not.
In a high quality CRM like Solastis, it is possible to create steps for each case. Then the agents are required to follow these steps. This brings consistency as the every enquiry passes through same steps.
Database of leads, contacts and accounts remain distributed in email based support, because all these emails are in individual accounts. It is not easy to contact your past customers for potentially any more orders.
Since CRM system centralizes all the data in common platform the details of leads, contacts and accounts are centrally available. You can use these details for contacting past clients for more business.
In email based support, since there is no concept of cases for a piece of work, any further reporting is not possible. Emails are received and replied and the work is completed. However it is very difficult to analyze, and report past work done.
Because the cases are created in a CRM system, it is often possible to go back and check what happened in a specific case. Also reports can be generated which can reveal lot of important business intelligence.