Companies are turning their CRM strategy to call centers, according to Level 770
Organizations are beginning to be aware of the enormous importance of each of the contacts with their clients. As a result, the Call Center is being configured as a strategic element of contact management.
Level 770 estimates that 70% of business transactions are being done over the phone, making this instrument the primary means of customer contact. Many of these contacts originate today from a Call Center. Recently Call Centers have gained popularity as a very effective route in relation to their cost for sale and customer service. Currently, these centers have a growing responsibility in business relations through alternative channels of communication such as e-mail, Internet, fax and voice mail, and especially on ubiquitous social networks.
More and more organizations are incorporating some kind of system that integrates telephony and computers -Computer-Telephony Integration (CTI) -to provide Call Center agents with the information they need to quickly and accurately respond to customer requirements. This type of mechanism may provide information about the client’s profile and previous antecedents and contacts, including documentation related to them. However, the information that is distributed by the organization in different formats and systems, can cause many problems to the agent. It is therefore important that the agent-managed system is integrated into a complete customer history, and in fundamental back-office applications.
Organizations are beginning to realize the great potential of the Call Center as the basis of customer relationship management strategies – Customer Relationship Management (CRM). However, perhaps the most urgent challenge to integrate the CRM in the Call Center is the difficulty and cost of recruiting and retaining qualified employees in the company. There is a real risk that inexperienced agents may not be able to provide the level of service that customers demand, and this is the message Level 770 heard from its own customers. Many advanced organizations today see technology as the key to reducing the learning time and costs associated with call center employees, as well as a way to increase employee morale. Or perhaps, more importantly, they devise technology as a means of helping inexperienced professionals to provide customers with better service.
From the Call Center to the Multimedia Contact Center
As the number of contact options for a customer grows, Call Centers must be able to provide multiple contact channels, such as telephone, Internet, e-mail, voice-mail, fax and postal services. In addition, companies are integrating their Call Centers on the Web to enable their customers to serve themselves, schedule callbacks or initiate on-line work sessions with their customer service representatives.
The biggest and most important challenge of the CRM is the creation and maintenance of the personal relationship with the customer. This is achieved with the ability of Call Center agents to realize the appropriate information that the client may require, as well as to identify the products and services that reflect their needs and desires. Currently, document generators are available, such as the Level 770 system itself, which allow call center agents to create one-to-one personalized correspondence, based on the customer profile and the information collected during the contact. This type of correspondence can be created immediately and automatically after the generated contact, distributed by e-mail, fax, or mail, as the client wishes.