CRM for call centers: purpose and examples of use. CRM (Customer Relationship Management) is not just a system that centrally manages customer information scattered throughout an organization. In recent years, it has been introduced as an indispensable system for call centers.
CRM for Call Centers
What kinds of new things can be done by linking CRM with conventional call center systems? In this article, we will present the introduction and examples of using CRM for call centers and the benefits of CRM.
Importance of CRM
The growing importance of CRM lies in the diversification of customer needs.
Until a dozen years ago, marketing strategies used to be mass marketing based on the premise of mass production and mass consumption.
Companies implemented uniform marketing strategies targeting an unspecified number of customers.
Then, with the development of the Internet and the spread of smartphones, the information society will become more sophisticated and customers will be able to get the information they want when they want it.
In addition, as the domestic market became increasingly saturated, it became difficult to differentiate products and services, and customer needs became more diversified.
In response to this situation, many companies will adopt personalized marketing, “one-to-one marketing” and “personalized marketing” strategies that are tailored to each customer.
We have entered an era of managing each customer’s information and implementing individually optimized marketing strategies, emphasizing the relationship with the company. And the importance of CRM is also increasing in call centers.
Customer service is an essential department for managing customer relationships, and recording customer information and inquiry information about call center products and services in CRM can lead to advanced personalized marketing and product and service improvement.
Recently, it is no wonder that it has been sublimated into a contact center that connects not only calls (phones) but also all channels and customers.
What happens when CRM is implemented in a call center?
It is natural that call centers in charge of customer care have introduced CRM to systematically manage customer information.
So what happens when you introduce CRM in your call center? First, we will introduce the functions that can be performed when linking CRM and call center systems.
1. Inbound Call Popup Window
This function automatically retrieves customer information based on the phone number received by the call center and displays the customer information in a pop-up window on the computer screen.
After receiving an inquiry from a customer, you can save the hassle of verifying name and date of birth and searching for customer information.
which improves the speed of response. Even if the speed improvement for each case is negligible, if you look at the call center as a whole, it is a very large efficiency improvement.
In addition, customers who contact us with complaints think that every minute and second is a waste, so even if you can respond as quickly as possible, the impression you give to customers will change.
2. Click to call
By clicking on the phone number associated with CRM, you can place a call as is. In an environment where business phones are used, it is necessary to type in the phone number and lift and hang up the handset.
If a click-to-call feature is realized, a call can be placed efficiently with a single click and errors such as dialing errors will not occur.
This will lead to a significant increase in work efficiency in outbound operations.
3. Call history linking
This function automatically records call records and recorded files in the CRM correspondence history after the call with the customer ends.
With the call center system alone, it takes time and effort to manage the recording files for each customer’s correspondence.
By linking with CRM, you can centrally manage correspondence history and call recording files, which will improve work efficiency.
Functions such as those described above can only be realized by linking CRM with the call center system.
Now that the importance of customer information management is increasing, it can be said that CRM is essential for call centers.
Effects of introducing CRM
What are the specific effects of introducing CRM into the call center and linking it to the call center system?
You can answer while referring to accurate customer information.
By linking CRM with the call center system, staff can always respond while referring to accurate customer information.
The information is not only managed by customer service, but also includes information recorded in CRM by sales reps and other departments, so you can respond while understanding the customer’s current situation in real time.
For example, if a salesperson records a history of business negotiations in CRM during the process of ordering a product, customer service will respond to the customer while verifying the history.
Similarly, complaints received by customer service can be shared with sales reps and followed up, so that consistency of service quality can be maintained.
Multifaceted analysis of customer information is useful in several areas
The information accumulated in CRM can be used for business improvement and product improvement by analyzing it. Many CRMs have built-in analytics or can be integrated with analytics tools.
By recording information from customer inquiries received, the multifaceted analysis of such information will be useful in various fields, such as sales and marketing strategies.
CRM features that are active in call centers
So far, we have discussed the relationship between CRMs and call centers, but not all CRMs are optimized for call center implementations.
Depending on the product, the linkage to the call sensor system may be complicated or may not be suitable for call centers in the first place.
Therefore, I would like you to pay attention to the CRM solution provided by BELLSYSTEM24. Salesforce Service Cloud, which is used as the core system, not only allows CTI to work with phone calls, but also enables the integration of information through channels such as web and email, for immediate reference.
There are also call center solutions on the market that require even more advanced features.
What are your thoughts? When considering the introduction of a CRM call center, consider the CRM solution provided by BELLSYSTEM24.