In a world where business success is increasingly experience-driven, having in place an efficient way of managing customer relationships has become critical. This need has fuelled the adoption of Customer Relationship Management (CRM) solutions by companies of all sizes and across all industries over the past decade.
Today, most CRM solutions have advanced capabilities that enable companies to track their interactions with clients, collect valuable insights about the customer journey, and harness the data to personalise the experience of every customer. CRM technology isn’t just useful for customer service operations either, with 65 percent of sales professionals now saying they use CRM solutions on a regular basis.
However, as valuable as CRM solutions can be, these tools deliver their best results when connected with other critical systems and applications in the customer journey. In this journey, Contact Centres have traditionally played a key role in managing customer interactions. Yet, they have been left to operate in isolation when it comes to common CRM integrations.
Contact Centres collect endless, valuable data from customer conversations each day. Adding the right contact centre integrations to the CRM solution ensures companies can create a single unified view of their customers, leverage automation and real-time capabilities, and unlock new opportunities to engage customers and increase revenue.
The Best Contact Centre Integrations for Your CRM
Because the CRM and the contact centre are so closely connected, more and more leaders in the CCaaS space are already beginning to incorporate CRM technologies into their ecosystem.
For instance, Sabio Group recently acquired the CRM provider “makepositive” to help companies reimagine the customer experience (CX) by bridging the gap between the contact centre and the rest of the business.
Here are three excellent examples of Contact Centre integrations that can transform the way your entire business engages with its customers.
1. Agent Desktop Integrations
In today’s digital landscape, contact centre employees often spend significant time jumping between a variety of software applications and tools. They may need to navigate everything from the contact centre dashboard to product knowledgebases, CRM tools, ERP systems, and countless other apps. The more apps an employee needs to manage, the more complex the workflow becomes, which might lead to increased customer wait times and errors.
Integrating the dashboard for the contact centre into the CRM environment, or vice versa, allows companies to bring two of the most important elements of the customer service roadmap into the same space. If customer data and respective history surface automatically in the contact centre dashboard the moment the customer calls in, agents don’t have to leave clients on hold while they go searching for information. And with the right workflows and triggers in place from the CRM, agents can get on their screen knowledge articles, next best actions and recommendations tailored to the customer and the conversation at hand. Ultimately this means that agents can get it right the first time and provide a truly personalised service to customers.
At the same time, contact centres can harness automation to reduce the amount of after call work most agents need to do. Rather than having to copy-paste transcriptions of calls from a contact centre into a CRM dashboard, new information and notes will automatically be uploaded to the CRM customer profile.
