CRM, or Customer Relationship Management, is a worthwhile
endeavor to ensure good returns on investment. In a CRM call center,
customers communicate in multiple ways that include phone, e-mail, Web chat,
personal sales representative, Voice over Internet Protocol (VoIP) and a
host of others.
The Working
The CRM software integrates all the forms of
customer contact into a central history database where they can be
retrieved or viewed together. Using a CRM software, a
customer
issue can be tracked from the original point of contact through to
resolution.
CRM call centers help
companies realign their entire organization
around customers. And thus, is a
strategic business initiative.
Sales, Marketing and Service as well as other groups are connected and
coordinated through the CRM applications. Before a call is made to the
customer, all
recent activity for that customer should be reviewed
to be informed of recent events. Then a
sales strategy needs to
planned based upon observed opportunities. The use of CRM software in the
call center allows the
assignment of a value to each customer if the
culture supports that philosophy. With that feature, one can choose how to
interact with that customer.
CRM helps the company
identify most valuable customers and
understanding
their lifetime values. Using CRM, the call centers design the
organization
systems and service to
best meet the needs of customers and
maximize their value. CRM is intended for
long-term relationship
building. Besides capturing the different forms of customer interaction, CRM
allows you to
capture and store all available customer information
in the c
entral history database. This allows agents the ability to
pull up a customer's entire history while the two interact. Communication
and service are more effective and efficient. Most CRM products also
track
trends in purchasing and customer feedback.
