Why can’t CRM work? is the CRM system that supports contact center sophistication is relatively lightweight rather than mission critical, and is a general purpose system that responds to changes in customer behavior and changes in the marketplace rather than specific business functions.
Why can’t CRM work?
The emphasis is on whether or not it is possible to flexibly track a changing market, rather than whether or not it is possible to support detailed functions at any given time. Now, let’s take a look at the specific problems in choosing a CRM product using the traditional approach.
The problem with the conventional approach is that it assumes waterfall-type knowledge and uses the method of developing a heavy custom system for product selection as it is.
Failure to take full advantage of cloud services. The second is the inability to leverage the features of cloud services, which should be strong candidates for products in conventional methods.
An excellent cloud service can flexibly add or change functions according to parameters. However, if the functional requirements are decided first and only the pros and cons of supporting fixed functions are used as the criteria for product selection, a problem arises.
It is difficult to draw a new figure
The first is that it’s hard to imagine a new, more advanced contact center discussing business needs in the traditional way. This way of thinking is effective as knowledge for selecting a corporate system that can be applied to the selection of various commercial clouds.
Many people don’t know what the new contact center will look like, even if the business department is involved in the discussion. The sophistication needs are mixed with various viewpoints and granularity, and it is difficult to imagine from the current business and enhancement requests of the current system.
As a result, what was intended to be a summary of the needs for a new mechanism becomes simply a request for enhancements to the current system or, conversely, a textbook-like sophistication presented by the vendor that is unrealistic.
Supported functions are not specifically analyzed, unsupported functions are not analyzed as alternatives and gray zone functions, which cannot be said to be supported or unsupported, are relied upon only on the vendor’s knowledge for implementation.
As Resultado is a CRM
Function mapping table is only used by vendors to determine the scope of system development, and the overall direction of contact center sophistication is not visible. I cannot see the requirements that have not materialized. The third is the inability to respond to needs that have not yet materialized.
Today, functions and channels that do not exist in the world often suddenly appear and become standard in the market in a short period of time. These latent needs do not arise from functional discussions within the contact center.
In other words, the conventional method is a method of responding to emerging problems and developing exactly within a certain range, and if new needs arise, additional functions will be developed and additional investment will be required.
If there is a budget constraint, we will continue to operate with insufficient functions and insufficient response until the next system renewal. Once the general concept is decided, the products that fit it become candidates.
What is the best approach?
How can you choose the best CRM system for your contact center? Simply put, it means breaking away from waterfall thinking and adopting an approach that takes full advantage of leading-edge cloud services features from the product selection stage.
Consider what kind of concept you want to advance the center and realize the ideal shape, such as market changes, customer behavior changes, omni-channel support needs, automatic response improvement, standardization of center operations, etc.
In addition, the center’s business improvement needs are not requests for enhancements to existing systems, but big issues that will drastically change productivity and quality, such as knowledge support, flexible searches, and various reports and dashboards.
First, regardless of the problems of the current system or the pros and cons of the detailed functions, we extract the ideal form of the great concept.