Transforming a CRM to transform customer and agent experience.

1. Transforming a CRM to transform customer and agent
experience.
- Dinesh Boomi

2. Typical customer interaction histories in a CRM application
- Customers interact with a company through various channels (e.g. My Account, calling a contact centre agent,
Live Chat, IVR, mobile apps, emails etc).
- A company interacts with its customers through various channels as well (e.g. Email, Outbound call, Letter etc).
- A lot of events happen during various stages of a customer’s life-cycle within a company. (e.g stages - joining,
in-life, leaving etc).
- These events are triggered by customer’s actions or a system’s actions or a front office or a back office agent’s
actions.
- A typical CRM system would present details of these interactions and events in a chronological order under
customer’s account for contact centre agents to understand customer journeys.

3. Problems faced by agents when disruptions happen in customer journeys
CRM systems usually present loads of interaction records and events across multiple pages. Contact centre agents are
expected to listen to customers on call, respond to them as well as go through a long list of interaction and event
records in parallel to identify those related to a disruption and the root cause of the disruption. Hence,
Contact centre agents find it very difficult
1. To quickly strip out events and interactions related to a specific disruption in a customer’s journey.
2. To manually connect dots between various customer actions, system actions, front office agent actions and back
office agents in the past that have led to a disruption.
These are usual problems but often unarticulated by agents as they get used to limitations within such CRMs.
Hence, it is extremely important to build intelligence in CRM system to connect dots between related interactions and
events and present those in an easier form for agents to quickly understand the root cause of a disruption.

4. Google Maps - Analogy
Let’s take a quick look at how Google maps simplify presenting complex journeys for us though most
of us are very familiar with this.

5. A journey from London to Manchester (via Birmingham) – high level details of journey

6. Details of the same journey – as we drill down

7. Google maps have made it easy for us to quickly identify and understand low level details in a journey.
- A CRM system can also make it easy for contact centre agents to quickly identify and
understand low level details in a customer’s journey.
- There are various ways to record interactions and events with some intelligence and present
those intuitively in a CRM system to make the above possible.
- As the system gets more intelligent it is possible to predict customer’s next actions and suggest
next best actions to be taken by agents.
If you have any queries on ways to transform a CRM system to address the problems highlighted in
this deck, feel free to contact me on (+44) 07534411747 or write to me at stars.dinesh@gmail.com.
Delivering a similar experience through transforming a CRM system