Call center role in CRM
2002/02/01
Purchase decisions depend on how the company treats customers throughout the sales process, and how to treat customers throughout the sales and support process after the initial sales and service, and the situation is increasing.
introduction
Your expertise may be a particular financial securities to a clear target market, perhaps design complex telecommunications solutions. Or maybe you just work hard to get a new one in the utility market, maybe you are a manufacturer who wants to seek advantage through the group. In any case, the answer is the same - Currently, customer relationship management (CRM) is a key way and means.
Better customer relationship management does not necessarily mean more frequent contacts with customers - or even more contacts. The goal of customer relationship management is that by using high quality information, better time schedule, the most important thing is a more probabilistic and responsive corporate culture, which is more meaningful contact with customers. ,
Customer Relationship Management (CRM) has become a necessity for business survival
In today's business environments, different companies or companies often want to compete for the same customers, causing this factor for companies or companies to provide multiple alternative business channels, non-traditional, constant Interanded competition and other uncertain features during business. At the same time, due to such a large number of choices, customers find that from a company to another company is much easier than before. However, customer loyalty has a significant level of impact on the company's finance, may be surprising. A recent study in Harvard University, the customer's retention ratio may increase by 85% of the profit. Therefore, the company is seeking to reduce customer's loss rate and obtain competitive advantage.
Recent surveys show that 65% of customers are derived from inferior service or lack of attention; and these departures have only 4% of the customers. Therefore, the company is working hard to improve the quality of the interaction process, so that the needs of our customers can be smoothly handled and satisfied.
The ultimate goal of CRM is to attract and maintain customers who can bring profits. It is already clear that from the initial contact with the customer, after the sales process, customer service, until the customer maintains activities, how to manage their customer relationships in the entire process, have become the competitive advantage. The key, and it has become an important factor affecting profits.
Customer relationship management through the call center
In recent years, companies or companies have generally realized that sales and customer services are effective and very worthwhile in calling central investment. GartnerGroup estimates that 70% of commercial transactions are done by phone, and the phone has become the main form of customer contact. Many of these transactions are carried out inside the call center, and this number is still growing.
CRM cycle (circulation process)
CRM is used to resolve the problem of effective access to enterprises, retaining valuable customers, and providing service and sales to existing customers.
In addition, the call center is increasing other trading methods such as email, Internet, fax, and voicemail.
For a while, the company tries to achieve a simple call center: has certain employees, business processes and necessary technologies; their main concerns are cost reduction. Therefore, the business functionality implemented by the call center is often considered a low-level business function, and its importance is listed as the lowest. However, the company now recognizes that every customer contact is a chance to deliver important, and recognize the potential of the call center to become the focus of customer relationship management strategy; therefore, CRM quickly turns into the key business of the next development stage. The driving force, especially when the call center becomes one of the main customer contact channels within the enterprise.
Challenges faced by the call center when implementing CRM
When companies have truly effectively implement CRM in the call center, they often encounter a series of challenges. Many advanced companies are expected to find related technologies to deal with these challenges. For example, the most urgent challenge in the call center today is the fact that recruitment and retaining agent representatives have become more difficult, and the cost is getting higher and higher, and the relevant training costs are also high. amazing. In addition, there is such a practical danger that there is no experience in providing customers to provide customers with the level of service. Prospectic companies have seen techniques to help reduce the cost of learning curves and related call center employees, but also help to improve the morale of employees. Perhaps more importantly, they see technologies to provide better service to customers with the lack of experience. For example, more and more companies implement a unified agent representing desktop applications to provide the information they need to give them a quick and accurate response to customers' issues and needs. Such a solution should be capable of displaying information about the brief situation of the customer and the complete history of the customer contact, including any document related to the customer. However, if the relevant information is dispersed within the entire business, and the format of the information is a variety of information, the information they need to provide the information they need will produce considerable issues. Therefore, the desktop system representative of the agent is important to integrate important original systems and background systems. Moreover, the agent with CTI function represents a desktop system to use the incoming screen pop-up, pre-alignment, call mix, and IVR integration. These will automatically retrieve customer account information in the company's database and display it on the desktop system representative of the agent to save the agent of the agent and the customer. Therefore, the agent represents the necessary information to quickly deal with the customer call, and there is no need to ask the customer unnecessary, excess problems.
In addition, in order to help implement consistent telephone processing quality standards and further reduce training needs, some companies use modern tools, create support for scripting functions, branch methods, and easy tracking call boots integrating with old system. There is already such a tool, which makes it impossible for users, such as professional market experts or call center monitoring personnel, develop complex call bootstraps, which can even boot unusual agent representatives to handle very complex calls. Process.
The agent represents the correct products and services and sells customers, and is another challenge of the call center. At the time of the customer's call, the agent can get relevant customer information and account information, which is very helpful for responding to this challenge. However, there are still more and more call centers still considering using a sales configuration program to automate sales process. If it is implemented, these rule-based engines help to convert customers to sales opportunities and simplify complex products and services. Applying sales configuration technologies, companies can quickly carry out new market activities and show new products without further training for business representatives. In addition, the lack of experience representatives, and even newly hired agendes can also demonstrate complex products and services to customers.
A particularly annoying problem is that the business processes required to deal with customer needs and fill in the order often require other departments and business units. In these cases, the call center often has no way to track progress or ensure the completion of the entire process. Workflow automation software can solve this problem by pointing and monitoring the work other than the call center. This means that the business processes required to meet customer needs and fill in the order can be started directly from the desktop app represented by the agent and get timely, automatic monitoring - even when multiple departments and companies are involved. Integrating Workflow Automation Applications and Call Center helps to reduce the completion time of new product orders, and make the call center agent to better obtain information about the current state of customer needs. Thus, when the customer's needs and orders can be quickly and accurately processed, customer satisfaction and related ages are improved.
Another challenge is that with the increase in the customer contact option, the call center must be able to deal with multiple channels outside the phone, including Internet, email, voicemail, postal service, etc. Therefore, companies seek a unified message solution that helps manages a variety of interactive processes. In addition, companies or businesses integrate the call center with the web page, causing customers not only to self-service, but also conquest back call or talk to the call center traffic representative. In this way, customers can use any contact details they like to interact with corporate companies. As these various contacts are increasingly accepted, the quality of the artificial phone is even more critical. The following figure is an example of a bank loan workflow automation:
Using workflow automation software to meet the business processes required to meet customer requirements You can start from desktop applications represented by the agent, and simultaneously monitor, even if you want to involve multiple departments and multiple companies.
However, the biggest and most important challenge may, cultivate and maintain a humanized relationship with customers. The call center service representative can see all the useful information about the customer, help to cultivate a more human and effective interactive process; accurate identification capabilities that can truly meet the products and services they want, It also helps to cultivate such an interactive process. In addition, the file generating program is now available, which makes the call center service representatives to create personalized, one-to-one communication with customers on the basis of the information obtained from the customer's contact process. This kind of customized communication can be created immediately after the call, and you can choose to pass email, fax or postal service according to customer preferences.
to sum up
Assembling companies that invest in implementing CRM strategies in the call center are expected to gain huge gains. Many companies are reducing sales costs and customer service costs by improving cross-selling and marketing capabilities, while increasing. Relying on collected high-quality customer information, companies can enhance understanding of customer purchase models and preferences understanding and market goals. More importantly, the company can improve the overall quality of the customer's interaction, and can deal with the customer's needs and orders. Therefore, the loyalty and satisfaction of corporate customers have been improved, and ultimately higher profit margins. In addition, the company discovers that the correct tool for the call center can also reduce the setback of call center employees, improve their service attitude, and improve their morale.
Caidong Call Center Co., Ltd. 2002/02/01
