Crm in the contact center nyc crm evolution 2013-08
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Crm in the contact center nyc crm evolution 2013-08
- 1. ©2013 SugarCRM Inc. All rights reserved. Bringing CRM into the Contact Center Clint Oram, CTO & Co-founder SugarCRM
- 2. ©2013 SugarCRM Inc. All rights reserved. Responding to Customers A brief history of call centers
- 3. ©2013 SugarCRM Inc. All rights reserved.
- 4. ©2013 SugarCRM Inc. All rights reserved.
- 5. ©2013 SugarCRM Inc. All rights reserved. acd ivr Evolution of Customer Channels phone fax email chat forums twitter facebook co-browse web self-service sms linkedin mobile 1970’s 1980’s 1990’s 2000’s 2010’s
- 6. ©2013 SugarCRM Inc. All rights reserved. Evolution of Call Center Names
- 7. ©2013 SugarCRM Inc. All rights reserved. Customers Aren’t Happy With Us Harris Customer Satisfaction Survey June 2012
- 8. ©2013 SugarCRM Inc. All rights reserved. Are frustrated because you don’t know my history 75%
- 9. ©2013 SugarCRM Inc. All rights reserved. Say you know nothing about me after the call 61%
- 10. ©2013 SugarCRM Inc. All rights reserved. Escalated issues to a supervisor 41%
- 11. ©2013 SugarCRM Inc. All rights reserved. Escalated issues via social media 21%
- 12. ©2013 SugarCRM Inc. All rights reserved. CRM Drives Customer Engagement Creating Customer Experts
- 13. ©2013 SugarCRM Inc. All rights reserved. CRM Drives Customer Engagement Make every agent more effective every time they engage 1 on 1 with every customer.
- 14. ©2013 SugarCRM Inc. All rights reserved. Answer Three Fundamental Questions How can we better understand the needs of every individual customer? How do we empower every user to engage successfully with their customers? How can we deliver a consistent experience every time?
- 15. ©2013 SugarCRM Inc. All rights reserved. Answer Three Fundamental Questions How can we better understand the needs of every individual customer? How do we empower every user to engage successfully with their customers? How can we deliver a consistent experience every time? every customer every user every time
- 16. ©2013 SugarCRM Inc. All rights reserved. Contact Center Technologies 16 Communication Infrastructure Workforce Optimization Customer Relationship Management Agent Desktop
- 17. ©2013 SugarCRM Inc. All rights reserved. Contact Center Technologies 17 Customer Relationship Management Agent Desktop • Case management • Knowledge base • Self-service portal • Real-time analytics • CRM accounts, contacts, offers • Social media engagement
- 18. ©2013 SugarCRM Inc. All rights reserved. Contact Center Technologies 18 Customer Relationship Management Agent Desktop With Full CRM • 360 Degree View of the Customer • Social Collaboration • Sales Force & Marketing Automation • System Integration
- 19. ©2013 SugarCRM Inc. All rights reserved. Customer Engagement Success Factors What? Optimize Pre-Call Work – Call deflection and skills-based routing based on customer data Reduce Unnecessary Talk Time – Screen pops with customer data Increase Helpful Talk Time – One social agent desktop for all systems Reduce Wrap-up Time – Easy UX, fast data entry, automated business processes Why? Improve Agent Productivity Improve Customer Satisfaction Create Customer Loyalty Retain Best Agents 19
- 20. ©2013 SugarCRM Inc. All rights reserved. Sugar in the Contact Center 20 • Case management • Knowledge base • Self-service portal • Real-time analytics • CRM accounts, contacts, offers • Social media engagement
- 21. ©2013 SugarCRM Inc. All rights reserved. Engage and Build a Relationship Make every agent more effective every time they engage 1 on 1 with every customer.
- 22. ©2013 SugarCRM Inc. All rights reserved. Thank You! Clint Oram @sugarclint #sugarcrm
Notes de l'éditeur
- The adjacent markets of social software, collaboration, contact center infrastructure, Web customer service, analytics and Web content management are starting to compete with or merge into the CRM customer engagement center software suite market.
- The adjacent markets of social software, collaboration, contact center infrastructure, Web customer service, analytics and Web content management are starting to compete with or merge into the CRM customer engagement center software suite market.
- CRM needs to make every user more effective every time they engage 1:1 with every customer.
- I believe the answer is to re-focus on our 2 main constituents, and build the CRM experience around the following questions. How can we better understand the needs of each individual customer at the point of engagement? How do we empower our customer-facing users to engage customers more successfully? How can we deliver a consistent experience every time we interact with customers?
- How can we make every user more effective every time they engage 1:1 with every customer? Fundamentally, CRM is about enabling businesses to build deeper and longer term customer relationships – that is, enabling businesses to optimize the point of 1:1 customer engagement. Focusing on the point of 1:1 customer engagement departs significantly from the historic focus on business process, forecasting, and internal management of the sales team. It necessitates that CRM software ultimately focus on the real CRM constituents first: the customer and the user. The software needs to address the needs of the user who interacts with the customer, the needs of the customer who interacts with the business, and the consistency of that interaction. Let’s drill into each of these in more detail.
- Optimize Pre-Call Work -> Drive up agent productivity Quickly find customer information from CRM system based on inbound info (ANI, email address, etc) Reduce Unnecessary Talk Time -> Improve customer satisfaction Find answers quickly, eliminate repetitive questions, reduce wait time Increase Helpful Talk Time -> Create customer loyalty Focus on solving customers problems, discover retention/up-sell/cross-sell opportunities Reduce Wrap-up Time -> Retain qualified agents Execute after-call processes automatically, reduce time to complete screens
- CRM needs to make every user more effective every time they engage 1:1 with every customer.