Do CRM And Contact Center Solutions Work Better Together?

Should companies use their CRM or contact center solution for agents? According to experts, the answer is that they should use both.

Customer Relationship Management (CRM) applications, such as Salesforce, are key applications within a call center and are distinguished by:

• Keep a customers’ history to help them, especially as they move forward in an omnichannel interaction.

• Digital channels: many, but not all, CRM applications now help to manage the interactions of digital channels with customers directly from the application itself.

Why Do Cloud Contact Center Solutions Stand Out?

• Voice: 66% of all customer service experiences involve the customer who called the company; and 67% of all self-service interactions end up involving an agent.

• Omnichannel routing: the ability to connect clients’ ‘travel’ through any channel, ensuring that each client reaches the correct agent, is essential for a contact center solution and not as a CRM solution.

• Optimization of the workforce: fundamental to unleash the potential of your team, these solutions are now fully integrated with modern call center solutions that offer personnel management, call recording, quality management, etc.

• Detailed and customizable reports of Analytics on all aspects of operations and the ability to infuse analysis into routing and workforce optimization are fundamental to modern contact center solutions.

• Digital channels: as a CRM solution, modern contact center solutions can also manage digital channels. While you can choose to take advantage of the CRM corporate application for these channels, there may be business units or call centers that do not use a CRM application that offers this functionality, so having this as an option in the contact center solution has a high value.

• Transaction / history detail: while CRM applications are positioned as a 360 degree view of their clients, there is a context (such as recordings and sentiment analysis) that CRM applications do not have, but the solutions of the contact center

Do CRM And Contact Center Solutions Work Better Together?

If the goal of a call center is to offer exceptional omnichannel experiences to clients while engaging and training their workforce, a mixed approach may be the best option. The combination of the solutions allows taking advantage of the full functionality of both to achieve these objectives.

And with contact center solutions in the cloud, a company can do this while maintaining a simplified agent desktop experience. CRM and contact center solutions have been designed to solve different problems and, in the few areas of overlap, they can be integrated in such a way as to take advantage of the functionality of the choice while taking advantage of the full potential of each solution.

In masvoz, we have a professional telephone support tool with specialized modules for reception and issuance of calls, campaign management, integration with business intelligence systems and generation of reports. The Cloud Contact Center solution combines the effectiveness of a complete contact center platform with the versatility of cloud services. The best choices for call centers seeking results without sacrificing efficiency.