Bringing CRM into the Contact Center

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Bringing CRM into the Contact Center
Clint Oram, Cofundador y CTO de SugarCRM

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Bringing CRM into the Contact Center

  1. 1. Bringing CRM into the Contact Center Clint Oram, CTO & Co-founder SugarCRM ©2013 SugarCRM Inc. All rights reserved.
  2. 2. Responding to Customers A brief history of call centers ©2013 SugarCRM Inc. All rights reserved.
  3. 3. ©2013 SugarCRM Inc. All rights reserved.
  4. 4. ©2013 SugarCRM Inc. All rights reserved.
  5. 5. Evolution of Customer Channels 1980’s 1990’s 2000’s 1970’s phone acd 2010’s twitter fax ivr chat facebook web self-service mobile email sms co-browse forums linkedin ©2013 SugarCRM Inc. All rights reserved.
  6. 6. Evolution of Customer Relationships “cenizas de “amamos a clientes problema” nuestros clientes” translate.google.com ©2013 SugarCRM Inc. All rights reserved.
  7. 7. But Customers Still Aren’t Happy With Us Harris Customer Satisfaction Survey ©2013 SugarCRM Inc. All rights reserved.
  8. 8. 75% ©2013 SugarCRM Inc. All rights reserved. Are frustrated because you don’t know my history
  9. 9. 61% ©2013 SugarCRM Inc. All rights reserved. Say you know nothing about me after the call
  10. 10. 41% ©2013 SugarCRM Inc. All rights reserved. Escalated issues to a supervisor
  11. 11. 21% ©2013 SugarCRM Inc. All rights reserved. Escalated issues via social media
  12. 12. CRM Drives Customer Engagement Creating Customer Experts ©2013 SugarCRM Inc. All rights reserved.
  13. 13. Why CRM in the Contact Center? ©2013 SugarCRM Inc. All rights reserved.
  14. 14. CRM Drives Customer Engagement Make every agent more effective every time they engage 1 on 1 with every customer. ©2013 SugarCRM Inc. All rights reserved.
  15. 15. Answer Three Fundamental Questions §  How can we better understand the needs of every individual customer? §  How do we empower every user to engage successfully with their customers? §  How can we deliver a consistent experience every time? ©2013 SugarCRM Inc. All rights reserved.
  16. 16. Answer Three Fundamental Questions §  How can we better understand the needs of every individual customer? every customer §  How do we empower every user to engage successfully with their customers? every user §  How can we deliver a consistent experience every time? every time ©2013 SugarCRM Inc. All rights reserved.
  17. 17. Contact Center Technologies Agent Desktop Customer Relationship Management Workforce Optimization Communication Infrastructure ©2013 SugarCRM Inc. All rights reserved. 17
  18. 18. Contact Center Technologies •  Case management •  Knowledge base •  Self-service portal •  Real-time analytics •  CRM accounts, contacts, offers •  Social media engagement ©2013 SugarCRM Inc. All rights reserved. Agent Desktop Customer Relationship Management 18
  19. 19. Contact Center Technologies With Full CRM •  360 Degree View of the Customer •  Multi-Channel Response Agent Desktop Customer Relationship Management •  Sales Force & Marketing Automation •  System Integration ©2013 SugarCRM Inc. All rights reserved. 19
  20. 20. Customer Engagement Success Factors What? Why? §  Optimize Pre-Call Work ü  Improve Agent Productivity –  Call deflection and skills-based routing based on customer data ü  Improve Customer Satisfaction §  Reduce Unnecessary Talk Time –  Screen pops with customer data ü  Create Customer Loyalty §  Increase Helpful Talk Time –  One social agent desktop for all systems ü  Retain Best Agents §  Reduce Wrap-up Time –  Easy UX, fast data entry, automated business processes ©2013 SugarCRM Inc. All rights reserved. 20
  21. 21. Sugar in the Contact Center •  Case management •  Knowledge base •  Self-service portal •  Real-time analytics •  CRM accounts, contacts, offers •  Social media engagement ©2013 SugarCRM Inc. All rights reserved. 21
  22. 22. Engage and Build a Relationship Make every agent more effective every time they engage 1 on 1 with every customer. ©2013 SugarCRM Inc. All rights reserved.
  23. 23. #sugarcrm Gracias! Clint Oram @sugarclint ©2013 SugarCRM Inc. All rights reserved.

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