How CRM Call Center Software Enhances Productivity
For call center representatives, managing customer data on the fly can get overly complex. You have a customer on the phone bombarding you with questions that you're trying to write down while scrambling to find the customer's purchase history. Your supervisor also wants you to know the customer's total amount purchased in case they have VIP status, which requires special treatment. How is a representative expected to juggle so many balls at once?
The answer to this representative's problem is with CMR software. CRM stands for customer relationship management. CRM software is a highly functional database of your customers. It allows you to keep notes, status, the last date contacted, purchase history, and so much more for each customer. With this data, you have insights into each customer's needs and potential product purchases.
Call center CRM software integrates the customer database with the functionality of a call center. With no CRM involved, the functions of a call center are to handle customer support or purchase requests. As the employee engages with a customer over the phone, they can track what happening through a ticketing system or purchasing software. But the use of CRM call center software can provide greater value and efficiencies.
Call center CRM software can integrate with other systems such as ticket or support software and purchasing or sales software. This kind of integration provides a more complete picture of the customer journey. To better understand, let's look at an example:
A call center employee receives a call from a customer about a problem she is having getting a product to work. Behind the scenes, the call center CRM software has routed the incoming call to the customer support group. It then looks for an available representative who is capable of handling the support request about product X, determined from an automated menu. On the representative's screen, they see the customer name, product in question, and that no one has spoken to this customer about the issue. In other words, there is no history of support for this customer on this specific product. The CRM software also displays the customer purchase history and other times they've called in for support.
While talking to the customer, the representative keeps notes. These notes are logged into the call center CRM software so that other reps, who may help the customer on the same issue in the future, can pick up where the last rep left off.
To make this experience work seamlessly, there are some specific features the CRM call center software should have.
Important Features Every Call Center CRM Software Should Have
To replicate the above experience, which is fairly standard across call centers, any CRM call center software should have the following:
- Telephony Integration: Ability to integrate with a wide range of telephony systems.
- Tagging: This feature allows representatives to tag a customer for language, product type, total spend (helps identify VIPs), and more.
- Inbound Routing: Ability to route a call to the correct department and then an available rep, so the customer doesn't get a busy signal and has a reduced hold time.
- Call Recording: Being able to record calls and later listen to them for quality assurance can be invaluable.
- Performance Reports: How many calls are reps able to return and resolve? How long did an inbound caller have to wait on hold? Did the customer have a complete profile and history for the rep to resolve their problem? There are a number of reports you can run to determine how well your team is performing. Make sure any CRM call center software you choose supports the reports you need.
How Is Call Center CRM Software Used By UCaaS, CCaaS, & VoIP Providers?
UCaaS, CCaaS, & VoIP providers are finding call center CRM software invaluable. Whether used in collection departments, customer service centers, fundraising, or high volume marketing departments, call centers need software to tell them as much as possible about their target prospect. Without it, these representatives are at a big disadvantage.
Call center representatives can't afford to be at such a disadvantage. Microsoft’s 2017 State of Global Customer Service Report found that 75 percent of survey respondents contacted customer service by phone, followed by email at 62 percent. Clearly, customer service by phone is still significant. The right call center CRM software can help arm any representative with the tools to deliver superior customer experience.
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