In the modern age, brands are inundated with data from their customers. The rise of omnichannel business practices has made it more complex than ever for brands to effectively manage the numerous kinds of data they obtain from their customers, from contact information to sales history to long customer service interactions. Brands therefore need access to data-rich software which may enable them to both manage customer data effectively across departments and deliver superior customer service. For this reason, many companies now find it essential to adopt a CRM solution. A report issued by Econsultancy last year found that CRM was the leading technology investment for brands, illustrating how the solution has become an essential tool for data management. Here are five ways CRM can supercharge contact center performance and empower brands to deliver a great customer experience.
It streamlines the management and communication process across an enterprise. Regardless of a company’s size, it’s virtually a given that numerous people will need to interact with a specific customer’s case, whether it be across multiple points in a sales process or a customer service situation. For this reason, it’s critical for employees both within and across departments to have access to a centralized database with the most recently updated information on a customer. CRM makes it possible for sales associates, for example, to better communicate their updates with a customer during the sales process, while customer service agents can easily track what a colleague has already achieved with a service case and take the necessary next steps without repeating what has already been done.
It’s vital to the sales process. A CRM solution is absolutely vital to a sales department for numerous reasons. For one, customer information is again centralized so all sales employees will be able to view customers’ sales history, preferences, and habits in one place. For example, agents may interact with and manage current customers by handling pre-sales queries, accessing transaction history, processing orders, issuing credits or checking warranties, and handling post-sales services. In addition, they may engage in cross-selling, as valuable information on the customers’ buying habits and preferences provide ideal opportunities for offering additional products or services.
It’s an excellent tool for marketing campaigns. As with sales, a CRM database can provide great marketing opportunities. A centralized platform can help marketing managers better understand customer needs based on purchase history to create targeted marketing campaigns. They may group customers by purchase preferences and eventually track the progress of marketing campaigns within the CRM, retaining current customers while attracting new ones through effective lead management.
It’s critical to analyzing customer feedback. While many brands may send formal feedback surveys to their customers following a sales or service interaction, informal comments from customers should never be overlooked. A CRM database is an ideal solution for recording and further analyzing comments customers may make to sales or customer service representatives regarding a product, service, or most anything that relates to the brand in question. Such informal feedback is important to understanding customer needs and delivering better products and services, as well as an enhanced customer experience.
It delivers a great customer experience. CRM software helps deliver a great customer service experience, as agents can quickly access open customer service cases to resolve problems. Agents may track and record the progress of cases and efficiently transfer them to other agents who are better equipped to provide a resolution when necessary. The centralized database allows employees across departments to access customer information, preventing the need to ask customers the same questions over and over again. Streamlined data management and efficiency therefore foster greater brand loyalty and customer retention. The customer will feel that every service interaction is personalized, and that the agents are skilled and knowledgeable. In addition, contact center agents are better able to communicate with other colleagues through the platform, syncing calendars in applications such as Outlook or Google, engaging in chats regarding customer and company developments, and enabling status updates on customer cases involving multiple agents.
A CRM software solution can supercharge a successful modern contact center, driving sales and marketing opportunities, enhancing communication, and enabling agents to deliver an excellent customer experience. Vocalcom offers a powerful solution in partnership with Salesforce CRM for optimum productivity, interoperability, and maximum efficiency. Learn more about Vocalcom native contact center solution in Salesforce, the leading global CRM solutions provider.