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.
 

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