The great strength of customer relationship management software is that it can present an integrated and holistic view of the customer. It collects all the information on each contactee and activity in one place and can display it in a single, easy to read view. This obviously allows for much more sophisticated marketing communications and it is invaluable in sales force automation. However, beyond that, CRM systems can make a major improvement in the automation, management and information reporting and an increase in contact center efficiency. A well-designed integration between CRM applications and the array of call center systems can reduce call time, improve up-sell and cross-sell, produce a higher First Call Resolution rate and improve contact agent productivity.
One of the most fundamental metrics in contact center efficiency is how long it takes to complete a call. The length of the call depends on a number of factors, including the type of call and the customer, however one of the most important factors is how long it takes the CSR (Customer Service Representative) to find and impart the information necessary to resolve the customer’s needs.
One of the most contributing factors influencing time per call is how long it takes the call center agent to find the information necessary to help the customer. A well-designed contact center CRM system, generally integrated with other call center software systems, can put real-time information at the agent’s fingertips, speeding call resolution and improving customer satisfaction in the process.
First Call Resolution (FCR) is the holy grail of contact center efficiency. Satisfying the customer without escalation or callbacks increases call center efficiency, reduces costs and significantly improves customer satisfaction.
The key to FCR is on-demand information, training and authority. If the first contact center agent doesn’t have the necessary information, knowledge or the authority to deal with the customer’s problem, it can’t be resolved on the first call.
CRM can’t do anything about authority, but it can definitely help with information.
The usual cause of screen pong is a lack of integration among the business software applications the contact center agent has to use to do his or her job. CRM systems can end screen pong by letting you design screens that present all the information the call center agent needs on a single page.
Thus, CRM software screen layouts are highly flexible. You can design application software screens that will integrate information from the customer database in the CRM application and data from the various call center applications into customized screens that guide your agents through the workflow with a minimum of effort on their part. This speeds up the call, improves customer service, increase contact efficiency and makes life less stressful for call center agents.