Making contact using Softline Accpac CRM

Ever wondered why call centres are known as contact centres? Thanks to the ever-increasing need for customers to make contact, organisations have been forced to introduce alternative methods of communication, enabling customers to make contact any way they choose at any given time.

As a result, the days of a simple telephone call, a polite fax or maybe even a personalised visit to the office are no longer. Sending e-mails, logging onto a Web site, sending an SMS, and for some communicating through a digital TV are the preferred methods of communication today.

The challenge for organisations offering these additional contact points is managing the process and information captured effectively: "So many organisations offer multiple contact points but continue to operate them independently. This leads to the creation of customer silos, which results in poor customer service as the information is not shared or made available across the organisation," says Jeremy Waterman, managing director, Softline Accpac.

What is needed is integration. Not just the integration of front office applications but also integration to the back office so that they are able to function effectively. In addition to customer databases, front office applications must also be integrated with supply chain and accounting applications. If applications are integrated seamlessly when a customer places an order or asks a call centre agent to send them information, the customer-facing application will set off a number of processes that will automatically deal with billing, payment, credit checking, fulfilment and any number of other processes that are required to complete a transaction.

Thankfully, today's software market has evolved and developed products which assist not only the successful implementation and management of a contact centre but also the much-needed integration. Products such as Softline Accpac's CRM offering for example are ideally suited to the evolving needs of a contact centre.

Providing a true 360-degree view of the customer, which is a key element of CRM products such as Softline Accpac's, the agent has access to the most recent customer information which ensures improved customer service. Coupled to this is the fact that Accpac CRM is a browser-based application and includes back office integration.

Waterman says these three elements make for a powerful business tool providing a customer with unmatched flexibility and advanced technology benefits:

* A 360-degree view from the top: CRM is no longer an island of information. It creates cohesion in companies where previously there has only been segregation. Sales people are now able to view any outstanding customer issues before trying to sell new products or services to them. Add back office integration to this and you have a 360-degree view of the customer without having to access other applications.
* Integration excellence - integrating CRM into the back office makes it immediately approachable, easy to understand and an invaluable tool whether the user requires sales force automation, marketing automation or customer support automation. Essentially, the 'back office integrated CRM system' brings everyone within the organisation onto the same central system. Traditional CRM solutions generally excluded operations, purchasing and accounting employees from the CRM culture. Truly integrated CRM solutions are different. They supply out-of-the-box integration, providing employees with the correct tools to manage and retain customers.
* Browser based power: A 100% Web-based architecture is a dramatic shift in enterprise computing with tremendous customer benefits. The Web-based architecture ensures the application is implemented and maintained on a centralised server and not on end-users' PCs or mobile devices. Business benefits include substantial saving on IT staff time and expense; improved integration with other applications; extended access to the application across the enterprise via the Internet and improved ease of use, resulting in rapid end-user adoption and elimination of unused shelf-ware. Web-based architecture requires substantially less processing power on the client hardware.

Because there is no application processing executed on the client machine, there is no requirement to continuously upgrade hardware with more processing power and memory, thereby reducing hardware and upgrade costs.

Driving the adoption of integrated contact centres further is the fact that the distinction between sales and service is disappearing. According to research house Datamonitor, most organisations look for improved sales performance after investing in contact centre technology, particularly through increased cross- and up-sell activities.

Acknowledging the need for improved sales, Sofltine Accpac's CRM product includes three key modules: sales force automation - putting the customer in complete control of a sales pipeline; marketing automation - providing a single source of customer information to help customers better manage its marketing efforts; and customer care automation - making the most of every customer interaction.

"CRM has evolved into a meaningful differentiator in a highly competitive business world and is undoubtedly one of the leading technologies of 2005. Its role within contact centres is pivotal; shaping a customer's experience each time contact is made," concludes Waterman.