bringing crm into the contact center
DESCRIPTION
Bringing CRM into the Contact Center Clint Oram, Cofundador y CTO de SugarCRMTRANSCRIPT
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©2013 SugarCRM Inc. All rights reserved.
Bringing CRM into the Contact Center
Clint Oram, CTO & Co-founder
SugarCRM
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©2013 SugarCRM Inc. All rights reserved.
Responding to Customers A brief history of call centers
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©2013 SugarCRM Inc. All rights reserved.
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©2013 SugarCRM Inc. All rights reserved.
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©2013 SugarCRM Inc. All rights reserved.
acd ivr
Evolution of Customer Channels
phone fax
chat
forums
co-browse
web self-service sms
mobile
1970’s 1980’s
1990’s 2000’s
2010’s
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©2013 SugarCRM Inc. All rights reserved.
Evolution of Customer Relationships
“cenizas de clientes problema”
translate.google.com
“amamos a nuestros clientes”
translate.google.com
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©2013 SugarCRM Inc. All rights reserved.
But Customers Still Aren’t Happy With Us Harris Customer Satisfaction Survey
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©2013 SugarCRM Inc. All rights reserved.
Are frustrated because you don’t know my history
75%
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©2013 SugarCRM Inc. All rights reserved.
Say you know nothing about me after the call 61%
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©2013 SugarCRM Inc. All rights reserved.
Escalated issues to a supervisor 41%
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Escalated issues via social media 21%
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©2013 SugarCRM Inc. All rights reserved.
CRM Drives Customer Engagement Creating Customer Experts
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Why CRM in the Contact Center?
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©2013 SugarCRM Inc. All rights reserved.
CRM Drives Customer Engagement
Make every agent more effective every time they engage 1 on 1 with every customer.
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©2013 SugarCRM Inc. All rights reserved.
Answer Three Fundamental Questions
§ How can we better understand the needs of every individual customer?
§ How do we empower every user to engage successfully with their customers?
§ How can we deliver a consistent experience every time?
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©2013 SugarCRM Inc. All rights reserved.
Answer Three Fundamental Questions
§ How can we better understand the needs of every individual customer?
§ How do we empower every user to engage successfully with their customers?
§ How can we deliver a consistent experience every time?
every customer
every user
every time
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©2013 SugarCRM Inc. All rights reserved.
Contact Center Technologies
17
Communication Infrastructure
Workforce Optimization
Customer Relationship Management
Agent Desktop
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©2013 SugarCRM Inc. All rights reserved.
Contact Center Technologies
18
Customer Relationship Management
Agent Desktop • Case management
• Knowledge base • Self-service portal • Real-time
analytics • CRM accounts,
contacts, offers • Social media
engagement
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©2013 SugarCRM Inc. All rights reserved.
Contact Center Technologies
19
Customer Relationship Management
Agent Desktop With Full CRM • 360 Degree View
of the Customer
• Multi-Channel Response
• Sales Force & Marketing Automation
• System Integration
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©2013 SugarCRM Inc. All rights reserved.
Customer Engagement Success Factors
What? § Optimize Pre-Call Work
– Call deflection and skills-based routing based on customer data
§ Reduce Unnecessary Talk Time – Screen pops with customer data
§ Increase Helpful Talk Time – One social agent desktop for all
systems
§ Reduce Wrap-up Time – Easy UX, fast data entry, automated
business processes
Why? ü Improve Agent Productivity
ü Improve Customer Satisfaction
ü Create Customer Loyalty
ü Retain Best Agents
20
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©2013 SugarCRM Inc. All rights reserved.
Sugar in the Contact Center
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• Case management
• Knowledge base • Self-service portal • Real-time
analytics • CRM accounts,
contacts, offers • Social media
engagement
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©2013 SugarCRM Inc. All rights reserved.
Engage and Build a Relationship
Make every agent more effective every time they engage 1 on 1 with every customer.
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©2013 SugarCRM Inc. All rights reserved.
Gracias! Clint Oram
@sugarclint
#sugarcrm