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Adding Communications to your CRM
Adding Communications to your CRM
INTRODUCTIONS
Charles OppenheimerSolutions Architect, Twilio
Agenda
• CRM and “spectrum of communica6on” overview• Twilio overview• Architecture for CRM + communica6ons• Customer use cases• Partner solu6on: RingDNA
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Defini6ons
• CRM = Customer Rela6onship Management
• Integra6ng Communica6ons with crm–(oGen referred to as CTI, computer telephony integra6on)
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–Simple examples• Recognizing your customers when they call• SMS messages for marke6ng and appointments• Automa6ng sales calls
–Advanced examples• Adding communica6ons into your core product – in browser, in an app, in a car
• Salesforce, home grown crm, opera6ng data. • Every business has data about customers.
Why add communications to your CRM?
© 2009 - 2014 Twilio, Inc. All rights reserved.
-‐Compe66ve and cost advantages-‐Customer expecta6ons are rising, if you aren’t doing the basics eventually you won’t be able to compete-‐The best companies are moving away from (paying aUen6on to the customer experience, differen6a6ng themselves based on commuinca6ons with cusomters)
Anecdotal facts: -‐-‐ How many 6mes have you called a company, and they don’t know your name/account info? How happy does this make you?Compe66ve advantages:-‐-‐ If companies aren’t doing the basics, there is a lot of greenfield to geZng integrated. Just knowing your customers name goes a long way. But it goes further:facts
CRM without silos• A tradi6onal model considers contact centers a cost center, and CRM as a database • Evolved CRM integrates communica6ons and CRM components–and “CRM” is a customer experience embedded into your product
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VISUALCRM AWARE
CALL
CALLBACK EMBEDDED
Communication spectrum
© 2009 - 2014 Twilio, Inc. All rights reserved.
SPECTRUM OF CUSTOMER CONTEXT
COLD CALL
COLD CALL- inbound call to local / toll-free- get the ANI / any public information (e.g. CNAM)
CRM AWARE“known caller” + any known customer data based on ANI lookup, i.e. CRM data.
CALLBACK+ any context about the current support channel interaction, e.g. the page the customer is on, state of the application (e.g. contents of shopping cart)
EMBEDDED+ context about the current request: problem description, customer disposition+ ability to perform agent routing rules before voice call is live+ authorization+ stay “in-app”
VISUAL+ video+ real-time lightweight collaborationeg Amazon “Mayday”
Integrated CRM communica6on examples(transi6on)
8
Moving things off of a high level, we are now going to talk about specific examples. Dive deep into one in par6cular, and th-‐-‐ it
Integra6ng CRM paUerns
• Embedded in CRM applica6on–Example: Zendesk Voice, Salesforce Open CTI–Benefits: close integra6on with CRM data–Drawbacks: Development environment dependent on CRM
• Integrated/outside of CRM–Examples: RingDNA, IVR–Benefits: More flexible placorm, na6ve mobile devices–Costs: Mul6ple applica6ons
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Screen Pop
• Recognizing your caller on a inbound call• Rou6ng them to the best place• Gree6ng them by name, shortening authen6ca6on process
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ROI on screenpop• Screenpop with Salesforce and Twilio, embedded CRM–ROI: recognizing inbound callers»Call Center with 500,000 calls per year
– Iden6fying inbound callers can save 1 minutes per call– (500kminutes / 75000oncallminutesperagent) =~ 6.6 FTE savings
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CRM for Sales and marke6ng– Genera6ng a local number for a outbound call– Reducing the amount of 6me to click and call a customer
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Why Twilio for CRM?
–(transi6on slide)
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Do a brief intro about why Twilio, for CRM specifically, before launching into our placorm and how it works
• Excep6onal flexibility -‐ API/placorm approach• Build for the Future–Communica6ons in your website–Mobile + CRM convergence–Black box silos don’t work anymore
Twilio is a cloud-hosted communications API.
© 2009 - 2014 Twilio, Inc. All rights reserved.
Phone NumbersPSTN Voice Calls
Embedded VoIP SDKsSMS & MMS
Two-way SIP
<say><dial>
Telecom The Internet
PSTN PHONE CALL
TTS CALL FORWARDING
HTTP
Closed Networks, Complicated Protocols, Private Contracts Web standards, Open access, Easy to scale, Rapid development
What is Twilio?
PHONES / TELECOM NETWORK
INCOMING PHONE CALL
WEB SERVER
</>
TWILIO CLOUDYOUR ENTERPRISE
APPLICATION
SIPWEBRTC & MOBILE SMS & MMS PSTN
HTTPGlobal carrier interconnectsStreaming audioMessaging bindsVoIP presence
© 2009 - 2014 Twilio, Inc. All rights reserved.
BUILD A CULTURE OF COMMUNICATIONS INNOVATION
Develop and deploy at web speed.
PROTOTYPE BUILD DEPLOY CHANGE
vs legacy communica6ons integra6on–Hardware– SoGware • (only runs on Windows?) (pay to cusotmize?)• (only certain features?) • compa6ble with X?
In today’s highly compe66ve world, companies need to move fast and can’t afford a communica6ons infrastructure that doesn’t move with the speed of the business.
By moving communica6ons into the realm of soGware and the cloud, you can:Prototype QuicklyBuild QuicklyDeploy QuicklyChange Quickly
This means: You can consistently offer new and differen6ated offerings and services. You can build a culture of communica6ons innova6on -‐ fail without risk.
Customer use cases(transi6on slide)
18
Moving things off of a high level, we are now going to talk about specific examples. Dive deep into one in par6cular, and th
Disconnected support platforms creates user friction and reduces agent productivity
Built a CRM-integrated contact center in less than 1 month using Twilio
Call costs to lenders lowered by 66%, and call contact rates increased by 100%IMPACT
SOLUTION
CHALLENGE
CUSTOMER SERVICE
CALL CENTER
© 2009 - 2014 Twilio, Inc. All rights reserved.
zest finance does x:-->
Needed a reliable platform that could support their rapidly growing call center
Integrated Twilio Voice and Twilio Client into the Wix Call Center in 6 weeks
Eliminated per user fees, resulting in long-term cost reduction.IMPACT
SOLUTION
CHALLENGE
CUSTOMER SERVICE
CALL CENTER
© 2009 - 2014 Twilio, Inc. All rights reserved.
What they do, who they are-> solution, volume or impact->
Twilio powered Solu6ons
• RingDNA
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RingDNA is built with Twilio, and specifically integrates with Salesforce sales data and has some unique features.