In this post:
- What is a CRM call center?
- The benefits of implementing a CRM call center
- Best practices for the CRM call center
Effective customer relationship management (CRM) is crucial for any business that wants to scale and succeed. The modern-day customer is more informed and has higher expectations than ever before, which is why it’s essential for call centers to embed a CRM system into their operations.
CRM software is a powerful tool that can help call centers keep track of the customer relationship, gather data, automate and streamline workflows, and provide agents with a context for each individual caller.
What is a CRM call center?
A CRM call center is a type of customer service center that uses a CRM system to track and manage customer interactions. The CRM platform is at the heart of the call center, providing a centralized database for customer information and interactions. It allows call center agents to obtain a unified view of the customer, which includes their purchase history, contact information, and any previous interactions they have had with the company. This gives agents the ability to deliver customer service personalization and resolve issues more efficiently.
A strong CRM system also gives agents instant access to customer data and contact history. Armed with this crucial information, agents can improve their rates of first-contact resolution and customer satisfaction. In a nutshell — using an effective CRM strategy will help agents deliver a real-time, highly personalized customer experience across all channels — including voice, web and social.
The Benefits of Implementing a CRM Call Center
CRM tools come with a wide variety of out-of-the-box features that can be customized to fit the specific needs of your call center. By integrating a CRM system into your call center, you can enjoy some of the following benefits:
- Higher customer satisfaction and retention rates
- Lower average handle time (AHT)
- Better first-contact resolution rates
- Greater agent productivity and morale
- Lower operational costs
- Fewer missed calls and abandoned calls
- Less data entry errors
These are just a few of the many benefits that a CRM call center can provide. In order to realize these benefits, however, it’s important to implement best practices for using a CRM system.
Best practices for the CRM call center
Your call center might have a CRM system in place, but are you using it to its full potential? To get the most out of your CRM call center, keep the following best practices in mind:
1. Utilize personalized routing
Personalized call routing is a CRM call center best practice that ensures each customer is routed to the best possible agent for their needs. By analyzing customer data, call centers can identify the best agent to handle each call — whether it’s based on location, product expertise, or language preference. This ensures every customer receives the best possible service and that their call is resolved as efficiently as possible. It can also be combined with omnichannel routing, which assigns work to agents depending on their skills, regardless of the interaction channel.
2. Automate processes & enable AI
Call centers can use their CRM system to automate various aspects of their customer service strategy. Using automation and AI helps streamline the customer service experience, through a series of workflows. This can include:
- Marketing automation tools. These tools can automate the delivery of email marketing campaigns, social media posts, and other marketing content.
- Sales automation tools. Call centers can use their CRM to automate the sales process, which could extend from qualifying leads to scheduling calls and sending follow-up emails.
- Software bots. AI chatbots can enable customer service automation and ensure quick collection and collation of important information.
Using CRM automation features can increase productivity by streamlining tasks, improving pipeline performance, and providing customers with a better overall experience.
3. Encourage collaboration & tagging
Call center CRM systems allow agents to collaborate more efficiently. Since every agent is working from the same set of unified data, they can quickly identify customer issues and provide effective solutions. This is especially important for larger organizations with multiple call center locations. With access to the same customer information, regardless of location, agents can provide a consistent level of service across the entire business. CRMs also enable smoother real-time communication between agents, through features such as live chat, video conferencing, and screen sharing.
Above and beyond this, CRM case management features allow agents to add tags to each contact in the database, allowing for quick and easy query sorting and routing. This is especially useful for tracking customer sentiment, identifying product issues, and managing customer churn. Many CRM systems provide pre-made tags, but you can also create custom tags that align with your business model and your customers’ needs. For example, if a specific customer requires language support, you can add a tag that will ensure the system always routes them to an agent who can speak their language.
4. Optimize case tracking
An integrated CRM system helps agents create and track incoming queries, regardless of the channel used for initial customer contact. Whatever channel the customer has used — phone, email, or even via social media — cases can be tracked from first contact to resolution.
With an integrated CRM system, customer history immediately appears on the agent’s screen, displaying all relevant information. This includes previous contact details, billing information, and products and services previously purchased by the customer. As a result, agents can often establish a solution before even answering the call — saving time for both the customer and the agent.
5. Provide self-service options
A cost-effective way to provide fast, efficient round-the-clock customer support is to create an online self-service community and knowledge base. By making your existing knowledge base available online, customers can help it grow by adding their own solutions and collaborating to provide mutual support.
With an online self-service community in place, customers can get case updates and discover simple solutions without having to pick up the phone. This results in higher customer satisfaction and more loyalty while also reducing service costs and overall call volume.
Reinvent your call center with CRM
When it comes to customer service, most callers want a quick, personal response from an agent that fully understands their situation. A CRM platform enables your call center to do just that. It provides your agents with a 360-degree view of your customer by integrating all customer touchpoints into a single system. This gives your agents the ability to track every customer interaction and better understand their individual needs.
As a result, they can provide a higher quality of service, the first time around. By utilizing all of the best practices illustrated above, your call center can start to reap the benefits of its CRM system. From shorter call times and better customer satisfaction to greater agent productivity and operational efficiencies — a CRM-powered call center is the way forward.