Bringing CRM into the Contact Center
Clint Oram, CTO & Co-founder
SugarCRM

©2013 SugarCRM Inc. All rights reserved.
Responding to Customers
A brief history of call centers

©2013 SugarCRM Inc. All rights reserved.
©2013 SugarCRM Inc. All rights reserved.
©2013 SugarCRM Inc. All rights reserved.
Evolution of Customer Channels

1980’s

1990’s

2000’s

1970’s

phone
acd

2010’s

twitter
fax
ivr

chat

facebook

web se...
Evolution of Customer Relationships

“cenizas de
“amamos a
clientes problema”
nuestros clientes”

translate.google.com

©2...
But Customers Still Aren’t Happy With Us
Harris Customer Satisfaction Survey

©2013 SugarCRM Inc. All rights reserved.
75%
©2013 SugarCRM Inc. All rights reserved.

Are frustrated because you don’t know my history
61%
©2013 SugarCRM Inc. All rights reserved.

Say you know nothing about me after the call
41%
©2013 SugarCRM Inc. All rights reserved.

Escalated issues to a supervisor
21%
©2013 SugarCRM Inc. All rights reserved.

Escalated issues via social media
CRM Drives Customer Engagement
Creating Customer Experts

©2013 SugarCRM Inc. All rights reserved.
Why CRM in the Contact Center?

©2013 SugarCRM Inc. All rights reserved.
CRM Drives Customer Engagement

Make every agent more effective every time they
engage 1 on 1 with every customer.

©2013 ...
Answer Three Fundamental Questions
§  How can we better understand the needs of
every individual customer?
§  How do we ...
Answer Three Fundamental Questions
§  How can we better understand the needs of
every individual customer?
every customer...
Contact Center Technologies
Agent Desktop
Customer Relationship
Management

Workforce
Optimization

Communication Infrastr...
Contact Center Technologies
•  Case
management
•  Knowledge base
•  Self-service portal
•  Real-time
analytics
•  CRM acco...
Contact Center Technologies
With Full CRM
•  360 Degree View
of the Customer
•  Multi-Channel
Response

Agent Desktop
Cust...
Customer Engagement Success Factors
What?

Why?

§  Optimize Pre-Call Work

ü  Improve Agent Productivity

–  Call defle...
Sugar in the Contact Center

•  Case
management
•  Knowledge base
•  Self-service portal
•  Real-time
analytics
•  CRM acc...
Engage and Build a Relationship

Make every agent more effective every time they
engage 1 on 1 with every customer.

©2013...
#sugarcrm
Gracias!
Clint Oram
@sugarclint

©2013 SugarCRM Inc. All rights reserved.
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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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