COVID-19: Call center agents at home?
Mar 19 2021

Get the most out of your call center CRM

It’s hard to imagine a present-day business without a customer relationship management (CRM) system—a constantly evolving data archive that contains information on past, current, and potential customers. For call center companies, the CRM not only provides access to each client’s account and interaction history, but can also be used to automate agent routine and organize data intelligently. Closely working with a CRM system, therefore, allows for an improved customer experience and a more cost-effective operations model.

A standalone CRM that is not integrated with your call center software is not just an inconvenience—it’s an additional complication for your employees, who work closely with both systems every day. When these two workspaces aren’t automatically synchronized, it means that agents, data analysts, and campaign managers have to devote time and resources towards manual work, reducing the potential value of the CRM in the first place.

A CRM that isn’t integrated can also be compared to an arbitrary phone number archive—one that needs to be updated with each call, filtered and imported for outbound campaigns, and kept organized for reporting purposes. Automation is the key to assembling calling lists and improving the agents’ routine:

  • Agents can have instant access to a customer’s account in the CRM as soon as the call is successfully established. The client won’t have to repeat their inquiry or information with every subsequent call, and the agent won’t have to spend extra time manually pulling up the client’s data.
  • After each call attempt, its details—including the time the call was initiated and its duration—will be logged back into the CRM, together with a wrap-up code—a customizable call outcome. And as most companies use CRM data for performing analytical reports, consolidating all information in a single chosen system enriches the records and the quality of statistics.
  • For outbound dialer campaigns, managers can use the calling list import feature to filter and segment the database right in the call center software, pulling selected records from the CRM automatically.

Your CRM system also contains the data you need to offer personalized call routing for inbound calls. If the records are properly organized, clients can be segmented according to their status (VIP or regular caller), their preferred language, whether or not they require special services, etc. Having a complete, detailed picture of these different groups and their needs allows you to build call distribution rules accordingly. Supervisors can assemble dedicated agent teams with specific skill sets for all existing database segments.

Establishing a seamlessly integrated system today will serve as a good investment well into the future. Customers are now actively using their phones not just for making calls, but for messaging, which is often a more convenient way to communicate with a business. As call centers start supporting text channels, client records will inevitably contain a much higher volume of written interaction details. CRM integration was once viewed as an added bonus—but given this increasing amount of data, it will soon be a basic necessity.

Most of the time, your CRM is a choice made a long time ago, so it is your call center software that has to match the system and not the other way around. Voiso offers native integration with several CRM systems out of the box, like Zoho, Microsoft Dynamics, and Salesforce. If you are using a different solution or a custom CRM, we can offer a developer-friendly API for building new connections together.

Reach out to our experts to work out a solution.