CRM is the soul of the call center - China Tang Zotn.crm comprehensively improve the call center operation
Zhao Xiaohui 2002/01/30
First, CRM quietly
CRM (Customer Relationship Management) means real-time acquisition and dynamic tracking for enterprises for all aspects (such as customer information, partner information, supplier information, competitor information, etc.), and then perform synthesis, analyzes, processing, and statistics. The auxiliary enterprises conduct a comprehensive operation management in customer-centric.
Modern enterprises have two main goals of CRM, first of all, strengthen and standardize enterprises in marketing, sales processes, technical support, and customer service management. Secondly, using the CRM's business philosophy to achieve the integration of the ERP of the CRM and the Enterprise Internal Resource Management System, establish a complete set of customers-oriented enterprise information management system, CRM to expand the market size of the enterprise, improve customer loyalty, and strengthen enterprise management. It is of great significance to improve the capacity of survival competition. CRM is being paid attention to in many companies.
The Chinese Tang Zotn.crm system is customer relationship management software designed to strengthen the marketing, sales and service capabilities of enterprises to realize the first goal of enterprise CRM strategies.
Second, the call center faces challenges
The call center is also called the Customer Service Center, which means that the enterprise or group provides telephone service to the customer by public a telephone special service number (such as 12315). Now the call center's service channel is gradually extended to the Internet, such as the web interaction, text interaction (CHAT), and VoIP provide services to Internet users. The call center automatically responds to the customer's general problem with the customer's general problem (such as the complaint business) by the automatic voice response system (IVR). The call center is a window of an enterprise exchange. Now how the call center completes one-on-one personalized service to the customer, how to make the call center into a care center, how to sense the needs of customers, discover potential customers, turn the call center into a profit center, how to standardize the workflow of the call center Make the call center operations and corporate normal business organic integration, which is an important challenge facing the center.
Third, CRM realizes the true value of the call center
3.1 CRM is the soul of the call center
A. CRM fully enhances the level of customer relationship management at the call center
China Tang Zotn.crm provides complete customer lifecycle management - information collection, sharing, management, and convenience of service, sales, and marketing of customers through multiple entrances such as call centers / Internet.
Comprehensive customer relationship record - including static files and dynamic records (such as contact records, purchase records, service records, etc.) can be accurate and promptly reflected;
Effective customer value analysis - can analyze customer value analysis according to customer's cumulative purchase amount, purchase potential, credit rating, etc.
Perfect customer demand forecast - through information statistics, cluster analysis, data mining, etc. found changes and distributions in customer demand, excavate potential sales opportunities, and promote customer purchase.
B. Insights in the autumn - find sales clues
The user's user contains potential customers. All sales opportunities are often distributed at different stages. The CCDC combines current sales opportunities to generate clue lists and associate them with customers, contacts and business; Customer clues are assigned to sales staff; when the time is mature, potential customers become real customers, and the corresponding clues are directly converted to customer information and contact information. For specific opportunities, their current stages, the possibility of success, phase change history, tracking history, etc. It can be easily developed.
C. Effective import sales specification
The Workflow of the Sales Specification of the Central Tang Dynasty and the Call Center is combined with organically. When the seat of the call center, while the day is working, it can carry out customer care, marketing, and record the case. Market workers continue to choose track, not only improve customer satisfaction of call center, but also expanded the company's sales opportunity. D, work-cencoly work
The call center assigns a unique ID identifier for each customer, and CRM implements cross-sectoral, cross-service, multi-port information synchronization and sharing, and people in different departments use customer information as a link, and improve work, improve Work efficiency and service level, thereby increasing customer satisfaction.
3.2 Call Center is the window of the CRM interactive window
☆ Call center to implement data acquisition function for CRM
The call center provides companies with a variety of channels that communicate with the outside world, including telephone, fax, email, web interaction, text interaction, internet access, and more. Call center provides automatic voice response (IVR), automatic fax reply, automatic mail reply, web browsing tracking, etc., automatic reception of customers access, while performing automatic reply, automatic recording customer information and access Features, CRM software analyzes, search for potential customer clues and registration, tracking, management; CRM records customer products, specific auxiliary enterprises for decisions, such as sales focus or new product direction.
☆ Combined with the CTI technology of the call center, CRM can achieve rapid response, online implementation
When the customer is accessed by calling center, the CTI technology of the call center can identify the customer's phone button information and the caller number, confirm the customer's identity, and then call the relevant customer information by the CRM software, so before the client call can Complete personalized services to customer understanding and implement targeted. At the same time, in conjunction with the CRM software's sales, service strategy, while answering the customer's phone, real-time CRM's specific strategy, rather than the customer hang up the phone.
☆ Combine a one-to-one service combined with CRM in the call center
The call center can identify key customers, key services through CTI technology. Check customers access through CRM software, and automatically receive records for their (her), appropriate staff, to achieve a pair of customers. Service, assign important business to the appropriate responsible departments (personnel) or by specific requirements (if the service is responsible for the regional block sequence), this will automatically distribute the external access to the corresponding group, which not only improves work efficiency, but also saves The customer's time has improved the level of service.
☆ The unified message of the call center causes the CRM software to handle different forms of customer access in the same way.
External access phone message, fax, email, voicemail can be converted to a unified email format by the call center, and automatically perform unified management, analysis, distribution, tracking by CRM software, reading, processing, It greatly simplifies the information collection process of CRM software.
CRM makes the call center from the service center to the care center
CRM makes the call center from the service center to the profit center
Fourth, how will the CRM call center will
Example: A user filled the order on the network, entered his basic information, when he called the call center to ask the order order, the seat of the call center needs to ask his address, phone, etc. When the salesperson invited the user to watch the sample, he may not know that he has already ordered the product on the Internet. This uncoordinated reason is that the sales staff's database and call center service person-dependent CTI servers and network background databases are not related to each other. The same customers are stored in different information systems, of course, Incident, the fresher action of each department has been caused. Leave the drawback of the CRM call center:
(1) Due to the lack of effective and timely records, it is impossible to fully understand customers who have generated business relationship with the company, it is more difficult to master the industry distribution, static information (such as customer file, contact information), dynamic information (such as: Business relationship, demand characteristics, medium-term purchase plan), etc .; (2) Enterprises have a constant service, sales events, no or lack of quality and quantity, and cannot be organically combined; (3) Due to the lack of understanding customers You cannot grade our customers (such as advanced customers, general customers, etc.), which cannot be targeted to customer value for customers. (4) Those skilled person can share and make a letter in the call center service in actually solving problems.
