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TRANSCRIPT
Presenter: Bart Markandaier
Senior Director, Advanced Services
Leveraging CRM to create ENGAGING
Customer Experience
Facilitator: Trevor PrestonRegional Sales Manager
Leveraging CRM to create ENGAGING CXKey Systems to Enable CX
Contact Babel, 2016: Customer
Satisfaction is #1 top priority for
contact Center improvement
Dimension Data, 2016: 82.5% of
companies recognize CX as a competitive
differentiator
Performance Management Systems
Knowledge Management Portal
CRM Application
WFO Systems
Leveraging CRM to create ENGAGING CXBenefits of CRMs
Enhanced / Intelligent call routing
Self Service functionality
Screen Pop / CTI for CRM
Automation of tasks
Enhanced reporting metrics
Improved Multichannel support
Greater efficiency and productivity
Increased sales
Greater communication
Better data access
Superior customer experience
Leveraging CRM to create ENGAGING CXEnhanced Routing
Overview: Provides control on how calls are prioritized and
routed based on real-time information in CRM
Small Medium Large Average
Identify customer 38% 33% 72% 50%
Access CustomerRecords
38% 33% 78% 52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Identify customer Access Customer Records
How it works?:
• Customer is identified using Caller ID or customer number
• Customer data retrieved from the database
• Customer is prioritized and routed to appropriate agent based
on business rules
Benefits:
• Faster more personalized service
• Reduces caller frustration
• Save agent time
• Improves customer satisfaction
Telephony
Switch
Request Arrives
Support CSR
Customer
Contact
Center
Finance CSR
Delivered to Finance CSR
Customer Database
Server
1
3
4
2
Transfer to Billing Queue
Billing Queue Support Queue
CTI Link
Query to Database
(Balance Retrieved)
Call is received by the telephony switch/PBX
and transferred to a Contact Center system 1
Leveraging CRM to create ENGAGING CXEnhanced Routing Flow
Using self-service the customer is identified
and a database lookup is performed to
retrieve customer information
If a caller has overdue balance, they are
placed into the billing queue.
Once the call is transferred to the Finance
CSR, customer information is displayed on
the agent’s desktop.
2
3
4
Another use case: Prioritizing and handling
high value / VIP customers
Leveraging CRM to create ENGAGING CXScreen Pop
Overview: Provides 360 degree view of the customer –
linking call and caller data
How it works?:
• Customer transferred to the CC system
• Using the caller id or customer id the CC system will
query with the CRM database
• The customer information is passed to the CRM agent
desktop when the call is delivered to the agent
Benefits:
• Reduce call time by 10-20 secs
• More personalized service
• Improve efficiency and reduce cost
• Increase sales
• Superior customer service
Contact Center
System
Request Arrives
Telephony
Switch
CSR
Extension CRM Client
Application
Request
Delivered
CTI Link
Call Queued
CRM Server
CRM Popped
Call received by the telephony
switch – (PBX)
1
2
3
4
Call info is passed to the Contact
Center system
The call is then queued ready for
delivery to the agent. Call info is
sent to the CSR’s desktop
Based on the call info the customer
details are retrieved from the CRM
and ‘screen popped’ onto the
CSR’s desktop.
Leveraging CRM to create ENGAGING CXScreen Pop Flow
1
2
3
4
Customer
CRM Updated5
Details from the CSR are updated
to the CRM5
Leveraging CRM to create ENGAGING CXAutomation using CRMs
Task/Activity Queuing• Universal queuing, improve productivity
Self Service / IVR• Payment processing
• Create or retrieve order / ticket information
• Check / schedule appointments
• Automated or caller requested
Activity Scheduled
• Integration with CRM
Workflow Triggered• Task queued in CC
Activity Queued
• Screen popped to the right Agent
Delivered to the Agent
Personalized service• Services offered based on profile
Automated enrollment & registration• Mobile & Web integration
Leveraging CRM to create ENGAGING CXFinancial Screen Pop
First Community Services – large bank HQ in Texas• More than 300 branches in Texas, Arizona and New Mexico – providing world class service
• Caller identified and provided self service options
CP - IVR
• Customer information retrieved from the CORE backend
Fidelity Horizon • Transferred calls queued
Contact Center Enterprise
• Caller is transferred to the appropriate Agent.
CSR/Agent • Customer information screen popped
Seagull JWalk
Results:• Caller is identified by the IVR and provided with self service options
• Integration to the Fidelity Horizon Alllink CORE system
• Call queuing and routing by CCE
• Agent gets a screen pop with the customer details with the received call
Leveraging CRM to create ENGAGING CXCC Touchpoint Integration
Owner and operator of apartment communities
• Call answered and transferred to CP
Skype for Business
• Caller identified and retrieves query data and passes it to CC
CP - IVR • Call transferred to agent answered via Touchpoint
Communication Center
• KMS and Guest Card popped in Touchpoint
KMS & Guest Card • Guest Card info updated in OneSite
RealPage - OneSite
Results:• Caller is identified and property is determined
• Caller routed to the appropriate agent to handle the request
• Agent provided with the relevant information about the caller and interested property
• Seamless integration to OneSite
Leveraging CRM to create ENGAGING CXWhat is Advanced Services?
• Provides integration, automation and customization between Enghouse
products and your business systems
Reduce Cost Saves Time Competitive Advantage
Improved CX
Leveraging CRM to create ENGAGING CXIntegrations & Plug-Ins
Leveraging CRM to create ENGAGING CXDiscussion – Q&A
Thank You!See You Next Time