CRM, or Customer Relationship Management, is a
worthwhile endeavor to ensure good returns on investment. In a CRM call
center, customers communicate in multiple ways that include phone,
e-mail, Web chat, personal sales representative, Voice over Internet
Protocol (VoIP) and a host of others.
The Working
The CRM software integrates all the forms of customer contact
into a central history database where they can be retrieved or
viewed together. Using a CRM software, a customer issue can
be tracked from the original point of contact through to resolution.
CRM call centers help companies realign their entire
organization around customers. And thus, is a strategic business
initiative. Sales, Marketing and Service as well as other groups are
connected and coordinated through the CRM applications. Before a call is
made to the customer, all recent activity for that customer
should be reviewed to be informed of recent events. Then a sales
strategy needs to planned based upon observed opportunities. The use
of CRM software in the call center allows the assignment of a value
to each customer if the culture supports that philosophy. With that
feature, one can choose how to interact with that customer.
CRM helps the company identify most valuable customers and understanding
their lifetime values. Using CRM, the call centers design the organization
systems and service to best meet the needs of customers and
maximize their value. CRM is intended for long-term relationship
building. Besides capturing the different forms of customer interaction,
CRM allows you to capture and store all available customer
information in the central history database. This allows
agents the ability to pull up a customer's entire history while the two
interact. Communication and service are more effective and efficient.
Most CRM products also track trends in purchasing and customer
feedback.
