Call Centers CRM Systems
Call centers and contact centers receive inquiries daily through various channels such as telephone, email, and chat. If your call center has problems such as "I can't manage customer information in a centralized manner" or "I want to make better use of customer feedback," it is recommended to implement a customer relationship management system.
In this article, I will introduce CRM systems for managers who are considering implementing a CRM system.
Table of Contents:
- What is a call center CRM system?
Advantages of Implementing a CRM System
- Comparison points of CRM systems
Available functions
Scale and scope of implementation
Supported channels
Operability of the screen
High level of security
- Conclusion
What is a call center CRM system?
A customer relationship management system for a call center is a CRM system for centrally managing basic information such as customer addresses, phone numbers, ages, purchase history, and response history.
It can manage a large amount of customer information and speedily search and analyze it and has been implemented by companies regardless of industry sector.
By referring to purchase histories and past response histories, call centers can respond more smoothly and improve the quality of their responses.
It is also possible to collect customer feedback from the response history and use it for new product development and marketing strategies.
Advantages of implementing a CRM system
There are two major benefits of implementing a CRM system. I will explain them in turn.
1) Sharing of customer information across the entire company
Customer information can be used not only in call centers but also in many other departments such as sales, planning, and development.
It can be used in many ways, including considering sales strategies based on attribute information such as age and gender, purchase history, etc., and utilizing customer feedback and purchase trends for new product development.
It is a CRM system that can be used in common by many departments, and by registering and referring to customer information across the board, it leads to improved service and customer satisfaction not only for the call center but for the entire company.
2) Improve call center productivity and response quality
If you can refer to the customer information during the customer inquiry, you can smoothly respond by checking the model number of the relevant product from the purchase history; or by referring to the past inquiry history. This leads to improved productivity and quality.
By connecting to a CTI system that links computers and telephone systems, it is possible to display customer information automatically from the caller ID. This will improve the efficiency of the operator's work, equalize the quality of the response, and allow new operators to join the workforce quickly.
Comparison points of CRM systems
There are five points to be considered when implementing a CRM system. Here are five points to keep in mind when implementing a CRM system, and we will introduce specific cases to explain the points for comparing systems.
1) Available functions
CRM systems come in a wide range of functions. Decide what functions you want to use, such as whether you just need to register and search customer information and response history or whether you also need reporting and data analysis functions to aggregate data.
There are also functions for issuing tickets when an individual response is required based on the results of a call, and communication functions such as chat and bulletin board functions among users.
Another point of comparison is whether or not the system can link data with CTI systems and existing internal systems. The selection of a system will go more smoothly if you identify the minimum functions you want to use based on the purpose of the implementation and your budget.
2) Scale and scope of implementation
When implementing a cloud-based system, it is necessary to clarify the scale of implementation in advance, as service usage fees are incurred for each account used. Calculate the number of departments that will be using the system and the number of users.
If you plan to start with a small scale and then expand the system to the entire department, a system that allows you to change the scale of use flexibly is useful.
Supported Channels
If you have a contact center with various touchpoints (customer contact points) such as email, chat, SNS, etc., in addition to telephone, you should pay attention to the supported channels of your CRM system.
Make sure it is compatible with your current channels and those you plan to open in the future.
If there is even one channel that cannot be connected to the CRM system, it is inefficient because it cannot be managed centrally and requires individual manual work. This is the source of omissions and delays in response, so be careful.
3) Screen operability
Another important point is whether the system is easy for operators to use. Compare each company's system while assuming actual operations, such as whether it can be operated intuitively and whether there are no wasted lines of operation.
However, it is difficult to grasp the operability of the screen until you use it. Some systems offer a trial period, so you can try out the system first to see how it works.
4) High level of security
Strong security measures are essential to combat cyber attacks that are becoming more sophisticated and sophisticated every day, such as information leaks and computer viruses. Especially when handling personal information such as names and addresses of customers, high security is an important factor to consider when comparing systems.
In most cases, vendors with a proven track record of implementation will have a standardized system that includes log monitoring, encryption, and 24-hour monitoring. If you feel uneasy about security measures, you should request information materials or ask a sales representative.
Conclusion
Customer relationship management (CRM) systems are indispensable for improving productivity and quality in call centers and contact centers. Each company offers a variety of products, including products with rich functions and products that focus on ease of use.
Based on the purpose of introduction and the issues you want to solve, compare the functions used, channels supported, operability, etc., and proceed to select the best CRM system for your center.