Inbound Contact Centers and CRM Interoperability

By Ryan Ayers
Updated: February 18, 2011

In recent years, the functionality of an inbound contact center has been drastically improved with the use of new technology in tandem with the basic systems of fielding inquiries. Unlike in times past, a wealth of customer information is now readily displayed to the agent that they are speaking with in real-time, enabling the agent to get to the heart of the issue at hand in a much quicker and more decisive manner.

CRM and Contact Centers Working Together

The value of a solid CRM system is undeniable when coupled with an effective and well structured inbound contact center. The combination of these two systems working in concert allows your representatives access to a full record of your customers’ past purchases, product issues, and requests, allowing for a faster, more streamlined response with consistent answers.

Having your contact center and CRM platform joined allows for data to be quickly and accurately added at each step in a customer’s interaction with your company, which in turn, allows your representatives to service these customers more rapidly and accurately.

CRM's Impact on Your Business

Having a customer’s information available to an agent in the call center allows for an accurate assessment of both the problem at hand, and the appropriate routing for the inquiry. This allows for not only a more rapid turnaround (lower Average Handle Time), but more accurate results (higher First Call Resolution rate), meaning that your representatives are spending less time responding to customers and are responding with more satisfactory results.

Improved Customer Interactions

Most of us have been on both sides of this issue. We have been customers on the other end of the line, often having been on hold for an inordinate amount of time, only to be given inaccurate information and/or having to repeat and explain ourselves to agent after agent.

The potent combination of your CRM platform and your contact center makes it possible to enhance your customers’ experience by funneling them to the correct agent and/or providing them with the best possible solution in the shortest time possible.

Making Your Contact Center Work for You

There are many cost effective solutions to contact center/CRM integration available today. Many systems are manufactured specifically for this type of cooperative arrangement.

If you already have one or the other of these systems in place, you should be looking for ways to allow them to work together to help your business function more smoothly.

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