CRM-integration

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Contents

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Contents

Customer relationship management (CRM) is a broad system of different products and services that enable effective management of customer interactions across an organization. Your CRM strategy is what defines the levels of your customers’ satisfaction and allows for lasting customer loyalty and sustainable customer retention. But how does CRM integration work and how useful can it be for your business?

1. How CRM integrations strengthen your call center

A CRM system holds all the information about your customers that is essential for successful and sustainable business growth, hence its integration can benefit you and your company in various aspects along the way, especially within customer support services. What does CRM integration usually look like, and how can it be implemented in call centers? The most important and effective features within call center CRM integration are:

 

  • Click-To-Call generating inbound and outbound calls with just one click
  • Screen Popup that appears automatically when a call is connected to a customer through which you can access all the customer information needed
  • Single Sign-On enabling the call center agent to use the call center and the CRM screens at the same time
  • Lead Encryption that keeps customer data private, secure, and more resilient to data theft

A CRM integrated call center solution goes beyond just storing and utilizing customer data – it turns call center support into a centralized, cross-functional solution. It can thus benefit you and your business in many different ways such as:

1.1. Personalizing customer experience

With call center CRM integration, the employees can easily identify each individual customer, and understand the patterns of their behavior and choices. This way, they can create personalized answers to the issue raised and establish a deeper, more emotionally-driven bond between the company and the customer in the long run.

1.2. Saving time

As the call center agent has access to all customer data they might require while providing support, the time spent on reaching the ultimate solution is cut significantly and the resolution process becomes seamless for both the customer and the agent themselves.

1.3. Increasing workforce productivity

Such a resolute and customer-focused system is bound to make the call center agents more efficient, strengthen their performance, boost their confidence and proactivity in their work.

1.4. Boosting employee collaboration

With the important customer information easily accessible, managers can proactively monitor what employees are doing in real-time and share their observations across other teams and departments. This, therefore, makes call routing much easier and efficient, as they can quickly match the customer to the agents who are the best fit to answer their questions, all the while strengthening the trust the customer can put in the company.

2. How a customer service CRMs work

Nowadays, it comes as no surprise that the quality of support and the agents’ approach towards customers are some of the highest valued factors of the business experience. As many as 96% of customers consider excellent customer service the most important factor in putting trust into a company and forming a long-term, loyal partnership. To optimize customer satisfaction and for customer service value to reach the highest standards, it is essential to integrate a CRM in your customer service operations.

 

One of the most beneficial features within customer service CRM integration is the automation of everyday processes. What does it do exactly? Primarily, automation can take your business communication, both internal and external, to another level by using the database of past, present, and potential clients, and leveraging the customer knowledge base to create personalized and rapid multichannel communication. You can easily integrate open communication and offer support through a wide range of services and social media platforms, such as email campaigns, online chats, call centers, mobile messengers, and virtual call centers, to name a few. The information provided by customer service is always accurate and up-to-date with the ever-changing industry environment, due to automatic system updates.

Through automated email communication using email marketing tools, for example, you can indicate early willingness to provide support to clients by sending instant confirmations of their requests and automated responses. This also shows that your customer service team is open to real-time, engaging communication. Creating tailored responses for each department of your company can reduce the number of basic questions from customers and employees, giving your team more time to focus on operations that could help your business flourish – such as automation-driven, personalized email marketing, that is nowadays considered the main way to obtain and retain customers by 81% of businesses.

 

Customer service automatization is a much more secure and functional solution to relying on manual entries of recorded data and meticulous file organization. All the while, CRM integration increases process visibility and simplifies the use of analytics, useful for future strategy evaluation. This deeper insight into the company’s performance enables management to monitor employees’ commitment, experiment with new technologies, and define which practices should be implemented or left behind.

 

As most CRM systems automatically log communication that happens through emails and phone calls, it is much easier to keep track of order history and previous customer experience that could then help your team organize recurring customers into groups according to their needs and preferences. This allows customer service agents to be more precise and engaged in establishing and maintaining customer-agent relationships. What’s more, CRM integration in customer service automates routine tasks and promotes business growth, as it enables the team to handle more customers at the same time, while maintaining the quality of performance.

3. What software is best to integrate into your call center CRM?

The right CRM software is essential for efficient CRM integration within your call center. When looking for a solution that would match the needs and preferences of your business, make sure you consider only those that are easy to set up and maintain, can be customized to your taste, and offer features that fit within the modern technologies – such as call monitoring and recording, intelligent routing, callback, screen pop, analytics, etc.

 

Centralized desktop is also something you should keep in mind when reviewing different software integrations available on the market – that way your customer support staff can work from a single workspace hosting all communication and social media channels at the same time, rather than navigate around different tools and platforms separately.

 

You should think about integrating CRM add-ons that allow you to excel in the following areas – communication and scheduling practices within your workforce, your business marketing strategy, social media management, sales and e-commerce, field service management and service operations, HR practices and employee development.

 

Here is a list of CRM solutions and CRM software tools that have presented the most optimal performance and reached the highest customer satisfaction:

 

4. Conclusion

From clearer analytics visibility, boosted business productivity, and marketing automation, to more engaged communication, personalized customer experience, and higher customer satisfaction, integrating CRM within your customer support services can bring many benefits to your organization, therefore help it become a pioneer in the industry arena. Ultimately, CRM integration connects your business and its customers on a much deeper level, all the while improving the quality of its service and performance.

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