Delivering quality service helps ensure a positive customer experience. Implementing a customer-centric approach in a customer’s journey involves creating an infrastructure that allows agents to see every point in that journey.
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When call center agents take customer calls, it’s important for them to have the right tools to provide the high standard of service that companies expect them to provide. One of the most basic tools is a CRM platform.
Many people think of integration as strictly “embedded integrations” which are a set of cloud-based tools that enable the deployment, management, and integration of software applications and services across different platforms. Think native integrations with popular enterprise tools like Salesforce.
While embedded integrations are typically more useful across a much wider variety of systems and applications, there actually are many other ways to connect disparate platforms to CRMs, systems records, or channel stacks, such as APIs which plug tools together and provide user interface paths that visualize software systems in a single pane of glass.
Below we answer some questions about cloud-based CRM integrations.
Connecting your CRM in the call center
A CRM platform, short for Customer Relationship Management, is used primarily to store customer data. It has several features that allow agents to provide customers thorough support. Agents can perform basic tasks such as account lookups, account management, lead management, payment processing, and task tracking.
The LiveVox U-CRM platform uses advanced technology so that agents may provide omnichannel support through chat, SMS, email, and voice. CRM solutions can vary in the depth and complexity of support they provide for customers, so it’s important for call centers to understand their customers’ needs so that they select the right CRM for their agents.
Cloud-based CRM workflows for customer service
When it comes to customer service, agents must be able to see every step a customer has taken to arrive at the interaction. In addition, they must be able to help them by addressing the reason for the call. Obtaining call history is also crucial to understand context.
On the surface this looks like a simple task, but to deliver a frictionless customer encounter lots of tools need to be connected on the backend. There needs to be data integration between your cloud-based platform with data pushes via API or ETL. There needs to be a URL push to transfer information from on system or another, an iFrame in place to visualize tha information on the agent desktop, and there might even need to be a scripting tool or ticketing system layered in.
Integrating these kinds of workflows are where cloud-based CRMs really sing because they enable agents to meet customers where they are.
A quality cloud-based CRM should be able to make it possible for agents to do these things with relative ease. Agents that feel confident about their ability to provide quality support with the tools they have allows them to shift their focus onto the customer instead of spending time navigating an inefficient and complex CRM platform. Here are some examples of how a customer-centric CRM empowers agents to effectively do their jobs.
Accessible customer history
Storing customers’ every interaction and making it simple to pull up helps give agent context in every call. A CRM could store communication records from multiple channels whereas in the past, agents had to rely on the previous agent’s call notes. Now, a CRM can store conversations customers have with agents via webchat, SMS, email, and voice. In addition, CRMs can securely store past transactions and payment information to provide extra convenience for customers.
Advanced CRM platforms integrate seamlessly with other workflows to not only provide a smooth journey for the customer, but also to enhance the agent experience. The LiveVox Unified CRM is highly-customizable and easily adapts to 3rd-party programs agents may use. This allows them to source more data and get a complete, holistic view of every customer.
A CRM can allow users to track leads and close new business through a variety of features such as reminders and data analysis tools. Agents can create reminders to reach out to customers for multiple touchpoints to address each specific need. For example, customer service agents can set up a reminder for themselves to follow up with a customer after they make a purchase. A small reminder to reach out and check in can go a long way as it emphasizes the appreciation a company has for its valued clients.
Email campaign management
Email campaign creation and execution can sometimes be difficult to track. However, a quality CRM can be used to create new campaigns and use customer data to create segmented lead lists. It could also have business intelligence features that give insight into the health of each campaign. This data can be valuable for agents who check in with customers and provide a possibility for more
Frequently Asked Questions about Cloud Contact Center CRMs
What is a cloud based CRM?
A cloud CRM is a customer relationship management tool that is hosted virtually as opposed to on a local hard drive. A cloud CRM, like the LiveVox cloud-based platform, gives users access from anywhere with an Internet connection. In our post-pandemic world, an overwhelming number of jobs have become remote. Using a cloud CRM is a simple way to give all agents access to the platform.
There is no need for users to be in an office to access the information they need. Maintenance and tech support is also much more accessible. When a CRM is hardware based, it can be difficult to troubleshoot problems. Sometimes only an experienced tech can help, and unavailability can cause companies to lose significant productivity.
At LiveVox, our unified CRM platform is a cloud-based solution that call centers rely on to provide agents and customers a satisfactory experience. Agents can access all the data they need from one program thanks to the single pane of glass approach. There is no need to endlessly flip through several programs with an unsatisfied customer on the line. Customers can get the assistance they need in a quick, professional manner thanks to LiveVox’s impressive integrative capabilities.
Read more about LiveVox here, and see the streamlined approach to customer service their unified CRM platform promotes through its advanced features designed specifically for the call center.