How CRM and Telephony Integration Can Improve Your Customer Service
Customer satisfaction is second to none when it comes to a company's long-term success. That's why so much money, effort, and training is poured into CRMs and contact centers; however, even with these...
Customer satisfaction is second to none when it comes to a company’s long-term success. That’s why so much money, effort, and training is poured into CRMs and contact centers; however, even with these resources, many customers still complain that their experiences with contact centers leaves them annoyed.
An article on nojitter.com, Don’t Get Me Restarted … Make CRM Your System of Engagement, discusses how important it is for contact centers to rid themselves of all of the unnecessary annoyances that occur during a customer call. You might be wondering what annoyances, exactly. The article references 3 in particular:
- Being Transferred – This is especially true when the customer has reached what is believed to be the last resort, yet still gets transferred to someone else!
- When the customer has to go into detail about his or her issues multiple times – This is like a double slap in the face. First, the customer is transferred, but on top of that, he or she has to explain the issues again and again? No good.
- The incessant waiting – Which studies show is a result of call center agents using far too many screens to come away with a solution for a caller.
An excerpt from the article explains how and why call centers annoy customers (hint – modern technology is partly to blame):
The root cause is simply silos… silos of information, silos of applications, silos of workflows, and silos of teams. We unnaturally force customers to experience these silos intimately through their problem-resolution journeys by transferring them, making them re-explain issues, and waiting. And, frankly, over the past five years contact centers have proliferated their silos through the adoption of digital interaction channels such as email, chat, SMS, and social.
In the end, contact centers are complex. Build upon that the fact that many of these centers rely on legacy telephony systems, and are ignoring the benefits of installing a CRM platform to create just one view for the customer (while simultaneously making it easier to manage customer information and workflows.
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