Can I use CRM for my Contact Center?

By Brian Boguhn
Updated: February 15, 2011

Can your business use Customer Relationship Management (CRM) software in its call center? That’s a question many companies ask. The goal of CRM is to provide a strategy to manage a company’s relations with its customers, prospective customers, and clients. Since the call center is usually the place where a lot of interaction is taking place between the company and its customers, it would then follow that the call center would benefit from the use of a CRM solution. The business should see improved functionality and efficiency from using a CRM solution in the call center. How best to accomplish this is what this article will discuss.

Establish CRM Goals

The best place to start before implementing CRM software in the call center is to spend some time thinking about what you’re trying to accomplish. Adding the CRM software is the easy part; if you haven’t taken the time to consider why you’re implementing it, it will be useless.

In general, every business – from the large enterprise to the small corporation – has some sort of call center. This is how customers get information to facilitate their use of the product the business is providing. Since this is the place where your customers come to you, what better place to collect data on your customers? With this data, your business puts itself in a position to better serve its clientele. Knowing your customer allows you to handle the customer better.

CRM Helps Call Centers

Now that you know what you want to do – collect data on your customers and serve them better – the next step is to look at how CRM software can help your company accomplish that. The following list is just a sample of what the CRM solution can do to help:

  • The CRM software can help in the collecting and storage of customer data. The data becomes the lifeblood of the call center and helps to boost customer service levels.
  • Since you know your customer better, calls will be shorter in duration, there will be a reduction in holding time, and the number of misdirected call will be decreased.
  • Those working in the call center will be able to know and understand the customer and their preferences before calling them.
  • Follow-up calls become easier, as a log is kept about previous call details. This eliminates going over ground that was already covered.
  • Processes at the call center become more streamlined. Training time can be decreased. What the customer needs can be provided much more efficiently. Reports can be produced quickly and with precision.

The Ultimate CRM Benefit

The benefits to using CRM software that are listed above are all well and good, but tie them together and they lead to one ultimate benefit for every company taking advantage of them. The business ends up saving money in the long run. Productivity and customer satisfaction have been increased. The company will enjoy fewer costs as a result. The CRM software will represent an investment when initially implemented, but its ability to offer a decent return on investment makes its use in the call center a no brainer.
 

Featured Research
  • 7 Ways Your CRM Helps Convert Leads

    Failure to convert interested leads can impact your bottom line drastically and simultaneously increase your operational costs and decrease your profits. The most common reason for this failure is lack of follow through from a sales team. Did you know that 74% of CRM users said that their CRM gave them improved access to customer data? And that by properly implementing a CRM, a business could shorten the sales cycle by 8 to 14%? more

  • Is Your CRM a Liability

    Is your CRM a liability? Before you answer too quickly with a no, just think about all the advancements that have taken place over the years regarding this technical solution. In fact, just in over the past decade there has been a dramatic shift away from on-premise systems to cloud based solutions. more

  • 12 Must-Have CRM Features

    Having a CRM is absolutely essential to any modern day business's success. In fact, 91% of companies with 11+ employees now utilize a CRM solution in their business. When making the decision to purchase or upgrade your CRM solution, it can be quite overwhelming determining which features are essential to your success versus those that pack more fluff than punch. more

  • Making the Case for a New CRM

    Did you know that having an outdated CRM is just as bad as not having one at all? Do you find yourself working even just a little too hard to make your current CRM work to maintain your contacts and relationships? While it is increasingly more difficult to reduce customer churn, modern CRM tools are much more powerful and provide much more opportunity to develop stronger relationships with your clients that can provide more stability and revenue to your company and bottom line. more

  • Don't Make These 10 CRM Mistakes

    Finding and buying a CRM is exciting. It is also quite daunting as you want to be as prepared as possible so as to avoid making a costly mistake. We have seen that many businesses fail when implementing a CRM, as they repeatedly make the same errors over and over again. more