Understand why you should integrate your Call Center with a CRM system – WAU

Unfortunately, the fame of Call Centers is not the best. Some clients get chills just thinking about the bad experiences they have had. But that reputation can be repaired, at least in your company, if your Call Center is responsible for offering the best service your customer has ever seen. For what […]

Unfortunately, the fame of Call Centers is not the best. Some clients get chills just thinking about the bad experiences they have had.

But that reputation can be repaired, at least in your company, if your Call Center is responsible for offering the best service your customer has ever seen.

For this to be possible, it is not enough to provide training and have a fast response rate. It is necessary to have robust tools that equip your attendants to solve the customer’s problem.

One of these tools is CRM, a solution that transforms the results of many companies by take care of your most valuable asset: customers.

Even better is to integrate CRM directly into the Call Center operation. Want to know how it can improve your business? This article brings everything you need for this!

What is CRM?

If you still don’t know this software, know that the acronym CRM (Customer Relationship Management) stands for Customer Relationship Management.

It is basically a electronic system that helps companies to better connect with customers and do more advantageous business for both. How?

CRM concentrates valuable information from customers and leads, such as:

  • purchases historic;
  • contact history;
  • contact information and more.

With this information available in real time, any professional (from sales, customer service, marketing, etc.) can generate value for customers more quickly and accurately.

The result is a more personalized relationship, which generates buyer confidence, increases sales and increases the chances of loyalty.

lead generation kit

How does the integration between Call Center and CRM work?

A Call Center is, without a doubt, a dynamic environment. The provision of a differentiated service to customers depends directly on the ability of the attendants to:

  • answer calls quickly;
  • offer a personalized contact experience for each person.

These two activities have their challenges, but joining the two is even more difficult. CRM fits like a glove to make this happen.

The Call Centers contact center is already equipped to carry out all the main activities that this type of structure requires, such as distributing and redirecting calls to the right agents.

But as soon as the operator gets in touch with the customer, it is important that you have a 360 ° view of the person in front of you.

This is what will make you respond with agility and precision, in a personalized way. This principle holds true whether your operation is supportive or sales.

This expanded view is the role of CRM. As soon as the call is initiated, the contact center already crosses the call number with the database.

In a matter of seconds, all the information related to that person appears on the screen and forms the appropriate scenario for a quality interaction.

What is the difference between CRM and contact center?

Did you notice that we talked about CRM working together with the contact center? These are two different concepts, but they complement each other to form the best interaction experience with customers.

CRM you already understand what it is and how it works. So let’s go a little deeper into the contact center, also known as Contact Center Software.

In a nutshell, this system is responsible for making the operation work in an organized and optimized way. As well?

The contact center is responsible for the following functions:

  • distribute calls to the right agents: this prevents a person from being idle while another operator has several calls on hold, for example;
  • redirect calls to the appropriate sectors: through voice recognition or dialing numbers on the keyboard, the system guides the customer to the most suitable person to solve their problem;
  • automate the dialing of numbers: in an Outbound operation, where many calls are made at scale, automating this small task saves a lot of time and optimizes work;
  • operational reports: Complete reports show the performance of each agent, and compare the overall performance with the established KPIs.

But none of these functions says ANYTHING about who is on the other end of the line.

Therefore, it can be said that the main difference between the two systems is the focus: while the contact center is dedicated to optimizing and organizing the operation of the Call Center, CRM focuses on personalizing and improving the customer experience.

Therefore, it is not a matter of choosing between one and the other, but of use CRM and contact center together.

8 benefits of using Call Center CRM in your operation

Your biggest question now must be regarding the advantages of using a CRM in your Call Center operation.

So, check out the list below with no less than 8 benefits and see how much it is worth investing in this integration as soon as possible!

1. Cost reduction

The first advantage has to be felt in your pocket to make an impact. So nothing better than considering the cost savings that CRM will bring to your operation.

The same number of attendants is able to make more calls using a CRM, as it takes less time to get the information and solve the problems pointed out by customers.

In addition better customer consumption experience reflected in a greater chance of making new sales or avoiding cancellations.

People Marketing and Automation

2. Process improvement in various areas of the company

CRM does not only contribute to improving sales or support calls. On the contrary, it offers a broad view that allows analyzing any sector of the company.

Thus, it is possible to identify, for example, that the biggest cause of complaints comes from a logistical problem, which has nothing to do with marketing or sales.

Or you may find that communication between different areas is poor, which affects the final quality of the product. Anyway, CRM helps identify problems and point out solutions in any sector of the business.

3. Greater clarity in performance analysis

The performance analysis of the contact center is better than not analyzing any data, but CRM offers a better context for the information.

With that, managers have more clarity to make decisions and make adjustments in any aspect of the strategy that is not working.

It is also easier to identify unusual patterns by relating different indicators and finding more innovative solutions using existing data.

4. 360 ° view of customers

The consumer experience is the most important thing in the entire journey. Without this, even if the person buys once, there is no guarantee that they will become a loyal customer.

And a loyal customer is much more valuable to the company, because in addition to spending more, it has a greater chance of becoming a brand promoter and recommending it to others.

By using CRM and seeing all the information they need to create a personalized service experience, agents are able to actually help customers and ensure that they leave the service satisfied.

5. Optimization of service time

One of the reasons for Call Centers to gain a bad name is precisely the fact that they are too slow in solving problems.

Between one redirection and another, the same data has to be passed on over and over again, which frustrates the customer and increases the call time that could be used to answer other people.

With CRM the logic is simple: greater accuracy, less waiting time, optimized service.

6. Increase in revenue generation

CRM directly helps to understand the stage of the customer’s purchase journey and adapt to it. This makes it much easier to really help him and offer what he needs most at the right time.

In addition, when customer support works, they will be much more inclined to consider the possibility of accepting a upgrade or cross offer.

the customer journey

7. Improved internal communication

Communication with the client is essential, but internal contact, both between people in the same sector and between professionals from different areas of the company, as well.

And CRM is designed to work across the business, which greatly facilitates transparency and good communication between employees.

This openness of information helps one sector to better understand the difficulties and achievements of another, which reduces unnecessary internal competition and promotes mutual collaboration.

8. Data generation for training

Finally, a little highlighted, but very valuable benefit: CRM can be used to define the aspects that require more training.

Different indicators can show the greatest deficiencies and point out what managers need to focus on when coordinating training for their team members.

The more assertive the qualification of employees, the better the level of delivery and, in turn, the results.

Integrating a CRM into your company’s Call Center is one of the best investments you can make to make this operation more effective while improving the customer experience.

So, instead of prompt responses and lengthy calls, your agents will offer the best in service and support.

Want to know how to further enhance customer service in your company? Then see this article with 6 essential strategies to make it happen!