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CRM Alone is not Enough: Successful CRM Implementations Need Strong, Fully Integrated Call Center Technology
 TMCnet Columnist
As the methods and technologies used by companies to manage relationships with customers or prospects continue to evolve and change, the complexity of managing the variables can seem daunting. Leading Customer Relationship Management (CRM) vendors such as Microsoft ( News - Alert), salesforce.com and RightNow have embraced a hosted service model, which according to The Customer Management Applications Report, 2005-2010 from AMR Research is indicative of where the CRM market is headed. The research firm, which focuses on supply chain, enterprise applications, and next-generation infrastructure, found that sales of hosted CRM software grew a significant 60 percent in 2005, yet overall revenues for customer management applications increased by only eight percent. While CRM software has long been a valuable tool used to facilitate and improve customer service, nowadays, CRM applications alone are simply not enough.
Part of the answer to this puzzle lies in coupling the CRM application with an appropriate call or contact center infrastructure to make both the end-use customer and agent experiences more seamless, better, and easier to utilize. Successful CRM implementations need a solid call center ‘backbone’ including a fully integrated end-to-end solution with sophisticated call center technology that provides speed, flexibility, reliability and trusted service level guarantees. The integration of the CRM application with call center technology is a complete solution that focuses externally on customer service rather than internally on any specific software application. With this powerful CRM/call center combination, companies are empowered to optimize quality service for their customers, and also reduce costs, support growth and improve both bottom and top line results. The ultimate and most flexible combination of CRM and call center services that satisfies all these requirements is only available through hosted, on-demand offerings.
Organizations that utilize CRM systems — like those from Microsoft, salesforce.com, RightNow and Oracle ( News - Alert)/Seibel — understand the value of CRM. Similarly, those same CRM vendors understand the increased value of integrating their customer relationship applications with call center technology. When done properly, a combined CRM/call center solution can be a powerful tool that makes it easier for call center agents to satisfy customer requirements more rapidly and effectively, delivering top-quality customer service — the primary objective for all call centers. This includes arming agents with an advanced IP-based routing framework capable of running applications that integrate multiple customer touch points (phone, e-mail, chat). Furthermore, the premier call center solutions provide agents with integrated and instant screen pop access to in-depth customer information and call interaction history contained in the CRM database, enabling agents to provide more proactive and better customer service.
Several CRM vendors acknowledge that their platforms need to be further expanded for integration including call center services. For example, salesforce.com has established an online “AppExchange” framework comprised of hundreds of partner applications and services, including call center solutions, which are tightly integrated with salesforce.com’s CRM software. Similarly, Microsoft Dynamics CRM application is now available to customers in both a premise-based or hosted alternative, which can be integrated by qualified call center providers.
Following are key considerations to ensure quality customer service and the success of a CRM-integrated call center:
Efficient Call Routing
First and foremost, call centers must have the appropriate call routing technology in place to drive improved customer service. It’s important to look for solutions that offer different ways for customers to get answers quickly: via intelligent queuing, customizable routing strategies, interactive voice response (IVR) prompts and advanced IVR database access for self-service and data-directed call routing. Advanced call routing and management technology combined with a CRM application will ensure that customers receive accurate information in a timely manner.
Optimize Technology to Increase Agent Productivity
Another consideration is to increase agent productivity by optimizing call centers so they incorporate multiple channels of incoming communication — including phone, e-mail, chat and more — into a single interface. Furthermore, computer telephone integration, optional call monitoring and call recording and automated outbound dialing can all help streamline an agent’s functions. This combined with a CRM application can enable companies to save substantially by increasing agent productivity and decreasing operational costs while increasing customer satisfaction levels.
Demand Flexibility with an On Demand Solution
With an on-demand call center, companies can immediately respond to changing business needs and get their customers and their agents what they need, when they need it. Furthermore, an on-demand solution allows a company to support remote agents, a combination of local and remote agents, or multi-site virtual contact centers, offering easy and quick scalability up or down, with features that can be added on demand. A flexible, on-demand call center solution capable of tightly integrating leading or homegrown CRM applications will allow for the greatest levels of flexibility and customer service.
Protect your CRM and Call Center Investments with a Service Level Agreement
Even a few minutes of downtime can cost thousands of dollars in lost revenue or lost customers, which is why it has become essential for companies to protect both their CRM and their call center investments with stringent Service Level Agreements (SLA). An SLA guaranteeing network uptime of 99.9% as measured in a calendar month is ideal. Data centers should similarly be manned 24/7 every day of the year and be SAS70 certified for security, process flow, and regulatory compliance with Sarbanes-Oxley to fully protect the customer trust given to the CRM integrated call center provider.
CONCLUSION
CRM applications are powerful tools that naturally compliment call center solutions, enabling companies to better serve customers, and ultimately impact the bottom line. However, standalone CRM applications will often suffer to achieve their full value, power and potential. Finding the right integrated CRM/call center solution is crucial in establishing a competitive edge and offering the best possible customer service. To maximize the value of CRM applications, companies should seek hosted call center vendors that integrate CRM applications as a key value proposition and focus area, offering on-demand speed and flexibility along with guaranteed service levels for the combined CRM/call center solution. The most successful hosted call center providers also have the right mix of best of breed technologies and strategic partnerships to augment the integrated CRM application inside an end to end call center solution that is better for the company, and better for its customers.
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Vincent Deschamps is CEO at Echopass Corporation, the experts in on-demand, always-on, end-to-end, multi-site call and contact center services. Prior to Echopass, Deschamps successfully developed and carried out strategic business development and go-to-market plans and led sales efforts at several of America’s leading telecommunications and hosted services companies, including Avaya (News - Alert) and AccessLine.
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