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

1. Bringing CRM into the Contact Center
Clint Oram, CTO & Co-founder
SugarCRM
©2013 SugarCRM Inc. All rights reserved.

2. Responding to Customers
A brief history of call centers
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3. ©2013 SugarCRM Inc. All rights reserved.

4. ©2013 SugarCRM Inc. All rights reserved.

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
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6. Evolution of Customer Relationships
“cenizas de
“amamos a
clientes problema”
nuestros clientes”
translate.google.com
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7. But Customers Still Aren’t Happy With Us
Harris Customer Satisfaction Survey
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8. 75%
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Are frustrated because you don’t know my history

9. 61%
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Say you know nothing about me after the call

10. 41%
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Escalated issues to a supervisor

11. 21%
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Escalated issues via social media

12. CRM Drives Customer Engagement
Creating Customer Experts
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13. Why CRM in the Contact Center?
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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. 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. 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. Contact Center Technologies
Agent Desktop
Customer Relationship
Management
Workforce
Optimization
Communication Infrastructure
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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
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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
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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
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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.
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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. #sugarcrm
Gracias!
Clint Oram
@sugarclint
©2013 SugarCRM Inc. All rights reserved.