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Using CRM to boost Call Center performance

Traditionally, contact centers were essentially seen as cost centers, but with the advent of call center CRM software, they are not only becoming cost-effective but profit making. They are essentially seen as operational applications and often the business value that they can provide is underrated. Deploying a call center application is not the end but the start of the customer servicing journey, which often presents its own issues.

  • Are you lowering average handling time with everyone's best efforts?

  • Are you able to pre-empt top queries and complaints?

  • Are you able to measure service quality?

  • Are you successfully able to implement service to sales processes?

  • Are you able to employ multi-channel integration to avoid duplication?

  • Are you able to service your customers according to the potential or value they add to your business?

  • Are you able to honour service level agreements (SLAs) or enforce them for processes that span across departments?

  • Are you able to maintain the optimum customer data visibility/ quality while enriching the customer data?

While call centers are trying to tackle the above issues to become more profitable, they have to address numerous other challenges.

CRMnext's role in a call center

Call center CRM software empowers a contact center by generating a comprehensive view of its customers - this assists in setting progressive strategies and designing unique processes. CRMnext facilitates multi-channel integration and proliferation - it can integrate with the dialer, identify inbound callers and make outbound calls. By employing vital features such as predictive dialers, automatic call distribution and intelligent skill based routing, the enterprise application interface provides a single window for all operations - application hopping is avoided and efficiency is increased. It unifies customer data into a single repository by integrating upstream and downstream applications plus unifying all customers facing processes - marketing, sales and service. It also enforces unified TAT and SLAs across stakeholders, thus improving accountability and performance.

The goal of every business is to achieve the highest possible quality at the lowest possible cost and metrics or key performance indicators (KPIs) play a critical role in reaching this. As rightly said - "you cannot improve what you cannot measure", therefore, improve what has been quantified.

CRMnext's role in a call center

First Time Resolution (FTR)

  • Efficient use of agents' logged-in time

  • Invaluable customer time and effort is saved

  • Positive feedback from customers

The key to increasing FTR rates is by empowering customer service executives with complete customer information, employing intuitive call scripts and a good knowledge base, resulting in higher customer satisfaction levels.

Average Handling Time (AHT)

AHT is the average time taken by an agent, 'on' and 'off' a telephonic interaction. This is dependant on factors like-

  • How long does it take to retrieve information?

  • Number of applications to switch between in order to obtain complete information?

With a 360° view of customers using call center CRM software, agents can easily dispense information available at their finger tips, thereby, delivering a consistent user experience, decreasing talk time, hold time and work after customer calls.

Quality Monitoring (QM)

Perhaps, an indicator of customer satisfaction greater than "How quickly?" is "How qualitatively?" QM is used to measure the quality of service provided by the agent over a call. Quality ratings are dependant on factors such as-

  • Compliance with script

  • Soft skills

  • Product knowledge

With the help of a complete customer view, intuitive call scripts with a built-in scoring engine and a well organised solutions base, agents can deliver a consistently outstanding quality experience to customers. A 'post-service call survey' can be put in place to measure the service quality.

Service Level Agreement (SLA)

SLA is a crucial factor as it is the contracted delivery time for a resolution and therefore often has a direct impact on customer satisfaction. Meeting SLAs are dependant on factors like -

  • Time taken to provide resolution

  • Relevance of resolution provided

SLAs can easily be met using conditional alerts and performing vital escalations dynamically. This will not only ensure that call center efficiency is at its optimum but also that resolution promises given to customers are also honoured.

Accuracy Rates

It is often seen that in order to reduce AHT, agents miss capturing vital customer information causing incomplete and inaccurate profiling of customers. Improving Accuracy Rates is dependant on factors like-

  • Easy-to-use interface

  • Pre-populated information

  • Reminders and notes

This issue can be tackled effortlessly using 'enforcement rules' whenever agents input information regarding customers on CRMnext.

Benefits of CRMnext

Increase call center productivity

  • Use a balance score card approach through CRMnext to track the overall performance.

  • Monthly break-down of data to take insightful decisions.

  • Bucket your calls into predefined categories.

  • Increase inter-department co-ordination using CRMnext.

Reduce call center costs

  • Save training costs by using call scripts and sharing training material through CRMnext.

  • Average handling time can be reduced by call routing and case assignment through automated skill-based rules.

Increase customer satisfaction

  • Service experienced by a customer can either reinforce or revoke the prior impression held by the customer towards the company. Hence, consistency across touch points becomes imperative - use 'call scripting' to deliver a quick and consistent customer resolution.

  • Quick access to customer's data helps in resolving issues faster.

  • Pre-populated records when executing call scripts help increase accuracy and rapport.

Process understanding and correction

  • Call center CRM software helps users analyse and build an effective process.

  • Record valuable customer feedback on calls.

  • Avoid duplicity using CRMnext, update records when executing a call script and simultaneously create activities.

Boost revenues

  • Capitalize on satisfied service interaction to cross-sell and up-sell.

  • Data on products with customer currently increases lead conversions for new products.

Increase agent productivity

  • Use ready-to-send templates and increase efficiency.

  • Deploy actionable knowledge banks and solutions templates to enhance productivity.

  • Use the call script scoring engine to decipher relevance of leads.

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