CRM business transformation

How does CRM drive business transformation — and what changes when organizations move from basic contact management to AI-powered CRM that enables proactive relationship management, personalized service at scale, and predictive analytics that transform how the business understands its customers?

Why should contact center software integration be part of your CRM business transformation?

The implementation of a new customer relationship management (CRM) system is a significant undertaking that can yield substantial benefits. CRM software makes salespeople and support agents more effective and gives businesses a robust source of customer data.

To get the most out of CRM business transformations, organizations should integrate their CRM software and call center software.

Here are some of the potential benefits:

Empower intelligent routing

A CRM business transformation that includes call center integration can also ensure that the customer gets to the right agent when they contact the organization. For example, the contact center software can query an incoming phone number in the CRM database to see if the customer requires any special routing considerations. For example, maybe the customer is paying for premium service requiring a higher tier of support, or perhaps they recently sent an angry email, justifying immediate routing to the escalation team. Based on configured rules, the contact would be routed to the appropriate agent group, such as one that's skilled at soothing ruffled feathers. More intelligent routing should increase customer satisfaction and improve first call resolution.

Improve agent efficiency

An integrated CRM application can also make agents more efficient by providing them all the tools needed to service customers in a single user interface. This includes customer history of purchases and support contacts across channels. No more digging through multiple systems to get the information! Plus, on the back end, much of the contact details can be saved automatically into the CRM system, like a chat or phone transcript. Again, CRM/contact center software integration makes this CRM business transformation benefit possible.

Personalization

With comprehensive customer data at their fingertips, agents can personalize interactions. For example, when a call comes into the center, the incoming number can be identified in the CRM database; if there’s a match, the customer screen will "pop" for the agent so that she can greet the customer by name and ask how the weather is in Denver (or wherever the customer lives). The business benefits? 80% of consumers are more likely to purchase from a business that delivers personalized experiences. This CRM business transformation benefit is made possible by a CRM/call center software integration.