CRM in the contact centre
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This document discusses how bringing customer relationship management (CRM) into contact centers can improve the customer experience. It outlines the evolution of customer channels over time from phone to newer digital channels. Survey results are presented showing that many customers feel contact centers lack knowledge of their history. The document advocates that CRM can help agents better understand each individual customer to deliver a consistent experience every time. It presents OTRS, a ticket management system, as a way to integrate CRM data into the agent workspace to empower agents and improve customer engagement.
CRM in the contact centre
- 1. Bringing CRM into the Contact Center Wielbert Collinson, ITSM Consultant OTRS
- 2. Responding to Customers A brief history of call centers
- 5. Evolution of Customer Channels phone fax acd ivr web self-service email chat twitter facebook mobile co-browse forums sms linkedin 1970s 1980s 1990s 2000s 2010s
- 6. Evolution of Call Center Names
- 7. Customers Arent Happy With Us Harris Customer Satisfaction Survey June 2012
- 8. 75% Are frustrated because you dont know my history
- 9. 61% Say you know nothing about me after the call
- 10. 41% Escalated issues to a supervisor
- 11. 21% Escalated issues via social media
- 12. CRM Drives Customer Engagement Creating Customer Experts
- 13. CRM Drives Customer Engagement Make every agent more effective every time they engage 1 on 1 with every customer.
- 14. Answer Three Fundamental Questions How can we better understand the needs of every individual customer? How do we empower every user to engage successfully with their customers? How can we deliver a consistent experience every time?
- 15. Answer Three Fundamental Questions How can we better understand the needs of every individual customer? How do we empower every user to engage successfully with their customers? How can we deliver a consistent experience every time? every customer every user every time
- 16. Contact Center Technologies 16 Agent Desktop Workforce Optimization Customer Relationship Management Communication Infrastructure
- 17. OTRS in the Contact Center 17 Case management Knowledge base Self-service portal Real-time analytics CRM accounts, contacts
- 18. Contact Center Technologies 18 Case management Agent Desktop Knowledge base Self-service portal Customer Relationship Real-time analytics Management CRM accounts, contacts, offers
- 19. MobyDick-OTRS Connector Your Asterisk Voice over IP Telephony System - User friendly with countless possibilities paired with one of the best known and most comprehensive ticket systems available Features: Can be installed as an ISO file on a virtual machine or on the server Easy configuration in the OTRS Sysconfig by entering the MobyDick IP address and created REST user in MobyDick Custom fields and length of phone number can be configured Easy mapping of user names in OTRS and MobyDick by using the same Active Directory or identical names New Telephony menu in OTRS All past calls at one glance in the Call History Incoming caller is identified by OTRS and shown in the Active Calls field and with one single click on the customer name you go to the Customer Information Center to create a phone ticket Call directly from the OTRS Customer Information Center by clicking on the phone number in the customer information box When using the MobyDick Client instead of OTRS the following features can be configured: - A call creates a new ticket automatically - A call opens the customer entry in the OTRS Customer Information Center - A call shows all tickets of the customer in the OTRS Customer Information Center 19
- 20. Seriously Easy Equipment The configuration of OTRS-MobyDick connectors is very easy to carry out and is achieved by using the OTRS Tab in the Administration interface. In the MobyDick client, you are only required to set up a REST User and transmit the data to the OTRS. Within a couple of clicks, you can couple your MobyDick with OTRS. 20
- 21. All Telephony functions directly available in OTRS You can see within the Ticket System, with whom you converse and for how long. In Addition, you can also review all the tickets from your customer directly from the call list. You are also able to call your customers back immediately over MobyDick directly from OTRS using the stored numbers. 21
- 22. MobyDick Desktop Client Integration When using the MobyDick Desktop Clients as opposed to OTRS the following actions can be configured: Automatic Ticket Generation resulting by calling Automatic opening of the OTRS Custom Information Centre and all entries regarding the called customer, when calling Automatic display of all Tickets concerning the called customer upon calling. 22
- 23. Customer Engagement Success Factors What? Optimize Pre-Call Work Call deflection and skills-based routing based on customer data Reduce Unnecessary Talk Time Screen pops with customer data Increase Helpful Talk Time One social agent desktop for all systems Reduce Wrap-up Time Easy UX, fast data entry, automated business processes Why? Improve Agent Productivity Improve Customer Satisfaction Create Customer Loyalty Retain Best Agents 23
- 24. Engage and Build a Relationship Make every agent more effective every time they engage 1 on 1 with every customer.
- 25. Thank You! Wielbert Collinson @hitisem #OTRS
Editor's Notes
- #6: The adjacent markets of social software, collaboration, contact center infrastructure, Web customer service, analytics and Web content management are starting to compete with or merge into the CRM customer engagement center software suite market.
- #7: The adjacent markets of social software, collaboration, contact center infrastructure, Web customer service, analytics and Web content management are starting to compete with or merge into the CRM customer engagement center software suite market.
- #14: CRM needs to make every user more effective every time they engage 1:1 with every customer.
- #15: I believe the answer is to re-focus on our 2 main constituents, and build the CRM experience around the following questions. How can we better understand the needs of each individual customer at the point of engagement? How do we empower our customer-facing users to engage customers more successfully? How can we deliver a consistent experience every time we interact with customers?
- #16: How can we make every user more effective every time they engage 1:1 with every customer? Fundamentally, CRM is about enabling businesses to build deeper and longer term customer relationships that is, enabling businesses to optimize the point of 1:1 customer engagement. Focusing on the point of 1:1 customer engagement departs significantly from the historic focus on business process, forecasting, and internal management of the sales team. It necessitates that CRM software ultimately focus on the real CRM constituents first: the customer and the user. The software needs to address the needs of the user who interacts with the customer, the needs of the customer who interacts with the business, and the consistency of that interaction. Lets drill into each of these in more detail.
- #24: Optimize Pre-Call Work -> Drive up agent productivity Quickly find customer information from CRM system based on inbound info (ANI, email address, etc) Reduce Unnecessary Talk Time -> Improve customer satisfaction Find answers quickly, eliminate repetitive questions, reduce wait time Increase Helpful Talk Time -> Create customer loyalty Focus on solving customers problems, discover retention/up-sell/cross-sell opportunities Reduce Wrap-up Time -> Retain qualified agents Execute after-call processes automatically, reduce time to complete screens
- #25: CRM needs to make every user more effective every time they engage 1:1 with every customer.