While the link between customer relationship management (CRM) and contact centres should be more than apparent, Keith Fenner, strategic sales director of Softline ACCPAC, says the lack of synergy and communication between them is costing companies millions in lost revenue.
"Even though many companies collect customer data and invest heavily in marketing campaigns to entice customers to make contact, many of them fail to use the data they already have to provide the same individualised customer care to which online clients are accustomed, over the telephone. This is a wasted opportunity."
Fenner explains that contact centres are not just a single application, but rather, represent multiple technologies that support customer contacts across numerous channels. At the core of contact centre infrastructure is interaction software that provides a framework for managing multi-channel transactions.
"This is where companies should be using their CRM applications to provide the same level of highly-personalised and interactive customer service that consumers get online," says Fenner. "This would make a huge difference to customers who phone in."
In most cases then, CRM and the customer service technology of contact centres don`t work together in a way that maximises the company`s sales opportunities and service levels. "These systems are often not integrated, meaning that interactions with the customer service group are not recorded in the CRM system. This means that customer service consultants cannot access and use data already on the system to assist individual customers even better."
The result? Hundreds of wasted opportunities: both those of cross-sell and "up-sell", as well as innumerable occasions to forge stronger ties with customers, cut issue resolution times and influence the company image and brand positively.
Fenner goes on to say that by integrating contact centre technology - everything from call-handling equipment to agent desktop solutions - and CRM, a company can personalise its interaction with customers, substantially increasing customer satisfaction.
"A pop-up that arms a customer service agent with data can create a hugely personalised experience that really resonates with a client. By knowing something like what products they have bought before and asking how they`re enjoying using them, the customer can see the company knows who they are and that it appreciates their business. Time wise, it also makes far more sense. There`s nothing more frustrating for a customer than waiting for their record to be accessed - and then it being an incomplete or outdated one at that. Faster, more personalised resolution of queries will serve to strengthen your company`s relationship with the client."
Fenner goes on to say the impact of a CRM solution that quite literally "talks" to the contact centre extends beyond agent-handled calls to all telephonic interactions, including automated, self-service solutions. "Today`s self-service solutions offer many opportunities for organisations to capitalise on and build client relationships."
Because most self-service solutions are integrated with PABX and call-handling systems so they can answer calls, they fail to leverage their CRM customer answer and transaction processing capabilities to the fullest.
Fenner explains that PABX call data can, in most cases, be used to identify the caller before they`ve even spoken. "This is something the company should be using to its advantage. As soon as you know who is on the line, you should be streamlining their voice response menu to create a far more personalised feel. A dynamic menu that uses individual customer information already captured by your CRM solution can eliminate options the caller definitely won`t need, and concentrate on more frequently used options. This same menu could additionally offer to expand their relationship by `matching` appropriate product options with the specific customer."
The real irony of the current situation, according to Fenner, is that the development of voice response platforms and CTI software has made the integration of CRM and customer service systems ridiculously simple - companies just don`t use it.
"It`s all about using the interoperability now available to collect vital data and record it with your CRM solution. This is something your provider should make possible when they supply you with your CRM solution. Insist on this and you`ll unleash the true value and potential of your contact centre."
The message for all companies with contact centres would thus seem to be to truly "make contact" with their customers - and use their understanding of each individual customer to ensure they become a customer for life.
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