When CRM Meets the Contact Center: Improving Business Outcomes End to End

When CRM Meets the Contact Center:Improving Business Outcomes End to End

© 2015, Genesys. All rights reserved.

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Areas to Cover

•Proven best practices to deploy a global contact center

•Recommendations on how to utilize the best features for a CX team

•Unique perspective on lessons learned on migrating to the Cloud.

Ø Customer Experience is Changing

Ø Trend Analysis

Ø Benefits of integrating a CRM

Ø Best Practices

Ø Examples of integrated Contact Center and CRMs

Ø Conclusion

Areas to Cover

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Today’s Presenter

Melanie TurekAs the VP of Research for Enterprise Communications & Collaboration at Frost & Sullivan, Melanie covers a broad range of markets, leveraging long-standing relationships with leading industry participants’ senior executives and customer organizations. Melanie has more than 20 years' experience covering video and web conferencing, social networking, unified communications, voice, IP communications, and instant messaging & presence, as well as a wide range of business software and services. Melanie brings deep technical expertise and in-depth understanding of the ways in which technology can positively impact business processes and performance.

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We’ve All Been There…

SORRY I FORGOT YOUR BIRTHDAY

…I’D HAVE REMEMBERED, IF I ONLY HAD A BRAIN

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The biggest trend in customer service is not tied to technology. It is the result of changes in how customers perceive their relationships with the companies with which they choose to do business.

Customers Want Companies to Help

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But… Customers Also Demand Faster Responses

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Integrate CRM and the Contact Center to Drive Success

By leveraging customer data for both inbound and outbound contact center operations, companies can:

• Route calls to the most appropriate agent or supervisor;;

• Deliver personalized service based on the customer’s history;;

• Answer questions quickly and effectively by leveraging all relevant data in a single screen;;

• Get a complete view of the contact center to drive efficiency and deliver a consistently great customer experience across all channels and agents.

3) Inter-connectivity

4) Interaction

1) Datafication2) Identity

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CTI adapters designed within a single unified CRM user interface

Inbound contact routing within the CRM application and native voice

integration

Visibility into agent and supervisor availability and workforce

optimization

Mobile-app integration

Create a Personal ExperienceBy 2020, there will be 80 billion connected devices worldwide.

Outbound capabilities directly from within the CRM system

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Are You Ready?

33%54%

49%

40%

17%5%1%

Current, 2014 Future, 2016

Current and Future Integration of Contact Centers: North America, 2014

Don't knowPartially integratedMostly integratedFully integrated

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What to Look for in a Solution

• Cloud-based offering that can scale up or down as needed• Priority call routing based on customer data• Skills-based routing based on agent skills and expertise• Multi-channel support and built-in best practices• ASR, TTS, CRM Integration• Screen pops that display a contact record, existing ticket, or auto ticket creation

with voice recording enabled• Advanced search capability – customer, ticket, and organization searches• Embedded and on-demand access to business data• VoIP for agent and CRM native telephony• Self-administration of IVR/CC by business users via browser-based tools• Robust reporting and analytics• Reliable uptime and performance• Fast, easy deployment

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For Additional Information

Melanie TurekVice PresidentEnterprise Communications(970) 871-‐[email protected]@melanieturek


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Bob Dylan was Right…


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Customer Experience is…..Changing

Trigger:Influx of devices and on-‐demand

choices

Response:Omnichannel call center ramp up to accommodate

all channels

Experience:Poor integration strategy, could

include inconsistent, disjointed exchanges

Result:Disjointed exchanges could lead customers to be less likely to repurchase,

recommend or stay with your brand


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How Do Businesses Address this CX Issue?

• Poor Agent Suitability• No Proactivity

• Impersonal• Ineffective Self-‐service

• Disjointed Touchpointsand Channels

• High Customer Effort


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CRM + CC = Focus On the Customers

Sales and Marketing

• Configuration management

• Streamlined sales process

• Customer Segmentation and Targeting

Service

• Call Center Efficiency

• Improved call routing and handling

• Integrate voice with data

• Call analysis


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Leverage Segmentation

ü Retailerspurchase history

ü Gamingbig spenders and engaged gamers

ü E-‐Commercesubscription start or trial expiration

ü Entitlements


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Genesys-‐CRM Joint Value Offering

Improve Agent Workflow and Productivity

Quickly deploy and manage a contact center or help desk in the cloudwith voice interactions routed directly to the optimal customer

support rep using the CRM UI and Genesys CX Platform

Extend CRM Self-‐Service to Voice

Personalized Calling Experiences


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Examples of Integrated CRMs


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Summary: 3 Ways to Resolving CX Challenges with CRM

CX Challenge CX Improvement Opportunity

Self-‐Service + CRM Data

CRM Data to Route Calls to Agent

CRM + Voice for Unified Experience

How to resolve issues for customers without speaking to an agent?

How to route calls to the best equipped agent?

How to serve customers without switching between applications?

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ThankYou

Software

When CRM Meets the Contact Center: Improving Business Outcomes End to End