Why Your Call Center Needs An Integrated CRM Solution
While customers continue to expect a personalized and seamless experience during their interactions with your business and call centers are becoming the new front door for that. Customer loyalty and revenue is on the line more than ever when interacting with your customer service organization. Call centers are expected to know who the customer is, why they are calling, and do so in an efficient manner.
Technology needs to consistently evolve over time. This includes call centers being integrated with CRM solutions to gain a customer insight such as what are their past purchases, behaviors, or even if they are contacting your business for the same reason a second time? With both of these being separate solutions, integrating the two together can provide exactly what your automated and human agents need to provide a more personalized, seamless experience.
Let's take a look at a few reasons on how it can help improve your business.
Seamless, Unified User Interface
When all human agents must work across several different systems, productivity is limited. The best agents gravitate to and remain at companies where it’s simple for them to deliver outstanding customer experiences. Seamless integrations between CRM and call center systems including having a unified user interface (UI) that handles chats, emails, and calls, gives live agents easy access to the relevant customer data that helps them create an experience that feels effortless and adequate to the customer.
Access To Customer Data
In general, we tend to do better when we are prepared for things. For live agents specifically, that goes with understanding:
- Who is the customer?
- Why are they contacting your business?
- What did the customer journey look like up to this point?
- Did they call about a similar issue before and are experiencing the same frustration?
Understanding what the customer has gone through will help set the tone for the rest of the interaction.
With automated screen pops, agents are provided all the necessary information to provide a more personalized customer service experience. This gives the agent a view of what’s going on with the customer, past interactions, purchased products or services, and other information before they begin the interaction.
Improves the Customer Experience
In a customer’s journey, once they have exhausted all their options with an automated agent, they resort to talking to a live agent. When a call center is integrated with a CRM solution, live agents have the tools that provide the information they need to improve the experience for customers. Nothing is more frustrating for a customer than having to repeat information while having to contact your business for a second or third time regarding the same issue. They are also looking for quick and easy answers to their problems. Customers aren’t looking for a backstory, they simply want whatever it is that will address their specific issue.
To learn more about how your business can integrate your call center with your choice of CRM solution, visit the Five9 CRM Integrations.
About The Author
Julian Tiongson specializes in product marketing with emphasis on product messaging, positioning, and go-to market initiatives. He is a well-rounded marketer starting his early career with a wide range of experience in social media marketing, email marketing, content marketing, and has since transitioned into product marketing in the later stages. This has brought a unique position to his product marketing style with a deeper understanding of the full customer life cycle.