The power of a single conversation to build customer relationships is an idea that all sales and service teams understand. With the digital expansion of conversation venues, customers and sales teams have more opportunities for connection than ever across more channels and more devices. But this also means more data than ever is generated, too.
Despite the abundance of sophisticated analytics tools and a dizzying array of ways to slice and dice business intelligence, a big gap remains between telephony data and the kernels of contact center performance gold nestled inside voice interactions and the CRMs that serve as operational center consoles.
In the past few years, advancement in voice technology has continued to gain speed. There have been significant improvements in natural language processing, speech analytics, and machine learning that have encouraged customers’ trust in these systems. In 2018 the sale of voice-enabled devices reached one billion. About half of those users prefer to perform searches using voice assist and more than 40% to create lists, shopping, or otherwise, and in 2021 that number continues to climb.
CRM systems can do more than store data: they can help you build, manage, and bolster customer relationships across every channel. They can also ease the burden during high-pressure calls for agents by surfacing unified data in the nick of time.
The notion that data gleaned from voice can greatly improve CRM’s is not new. But it is newly accessible. With a simple telephony integration, organizations can take in, analyze, and gain insight from voice conversations.
Here are just a few of the benefits at a glance:
- By unifying CRM and voice on the agent desktop you can achieve greater call routing flexibility and allow agents to work from one single, powerful location, so no more toggling back and forth from multiple screens or maneuvering through manual workarounds. Agent experience win!
- Integrating CRM and voice also boosts productivity by reducing repetitive and menial post-call tasks, cutting down agent wrap-up time. Boom! Productivity gains.
- With automatic transcription capabilities, speech analytics, and sentiment analysis agents can now focus on what matters — customers — and managers can quickly and accurately evaluate call outcomes and trends.
- Utilize virtual agents with conversational IVR and leverage AI-powered agent recommendations by creating prompts based on intelligence gathered from previous voice calls.
And that’s just the tip of the iceberg.
Whenever you’re looking to use data to inform decision-making in the contact center it’s important to have a direction for where you’d like to go. Below we’ve outlined a few pillars of digital transformation that can serve as mile markers for your CRM and voice integration journey.
Three pillars of digital transformation
Drive connected experiences
The addition of data mined from voice fills in a previously empty void of knowledge about your customers. When customers feel connected to your company it inspires trust. CRM and voice come together to enable you to personalize your communication. Customers are more likely to feel connected when their experience is aimed directly at them rather than a one-size-fits-all script. Knowing your customers spurs connection.
CRM and voice analytics add context to customer intelligence. Rather than just being a stagnant set of data, a voice-powered CRM can help you know how and when that data applies to your customer. Natural speech recognition gathers the data from voice conversations, AI can be used to contextualize data points with the CRM system. The better and more accurate the data, the better and more accurate the insights.
Continuous improvement in customer engagement
Throughout the digital shift there has been an emphasis on putting the customer first. The new digital model of customer service centers on addressing and remedying customer pain points before they start and adopting best practices for consistency across touchpoints. The more data you have about how to best engage with your customers, the better. CRM systems work best when they have large quantities of accurate data.
What’s more, manual data entry into CRM systems takes up precious time that can be better spent developing relationships with your customers. CRM and voice integration can help shoulder the administrative burden on agent teams. Administrative notes can be automatically transcribed after a call recording for a faster and more efficient way to take care of burdensome, yet essential, follow up.
Combining CRM and voice is part of an effective digital transformation. It further aligns organizational efforts with customer needs. The opportunities for meaningful data increase with tools like machine learning, AI, natural language recognition, and speech analytics. Access to these tools means that voice no longer remains an untapped, valuable source of data. Customer relationships become more meaningful when CRM and voice come together.