Customer relationship management (CRM) – a tool that can be used in various departments of a company for different reasons.
However, before we go further, let us first unpack what customer relationship management means.
CRM is a strategy that companies use to manage interactions with customers and potential customers. CRM helps organisations streamline processes, build customer relationships, increase sales, improve customer service and increase profitability.
CRM data is useful for many teams across an organisation. From marketing and sales to customer support, just using a CRM system does not guarantee quality data.
What are the challenges faced by contact centres when it comes to updating their CRM systems?
Overall CRM cost
One of the most significant challenges of CRM implementation is cost. Even though some CRMs offer affordable and even free solutions, as your business grows, your needs grow. You will require more of a CRM system as you scale. This is where things can get expensive, very quickly. Check the vendors’ subscription tiers before committing to any CRM system. You want to be sure it is still a cost-effective solution as you move to the more feature-rich tiers.
Leadership support
Some managers make the mistake of seeing CRM primarily as a reporting tool – monitoring employee activity, call volume and other efficiency metrics. This approach is bound to get pushback from employees. They will view the CRM as a burden and be unlikely to participate. Lack of engagement also means the data can suffer, as employees enter incomplete or even fictional information. This undermines the point of CRM as a sole source of truth
Transition
Furthermore, CRM systems are typically complex and span multiple departments, meaning most employees will have to go through some sort of training that will inhibit them, at least, from performing their normal work duties.
Benefits of updating CRM systems for contact centres:
Cost-effective software
CRM software is the most cost-effective solution for call centres. It reduces the overall operational costs by cutting down on training expenses and the average call handling time.
Customer-facing software
Call centres and CRM software both share a common attribute of being customer-oriented, hence CRM technology for call centres makes for a perfect fit.
Provides single window for all operations
With valuable integrations such as automatic call distribution, predictive dialler and intelligent skill-based routing, CRM software provides a single window to conduct a number of operations.
Increased productivity
With CRM reporting, organisations evaluate the productivity of their staff members and determine the key functional areas, depending on their expertise. This increases the productivity of the employees.
Effective handling of interactions
A CRM instance empowers a comprehensive customer view, which leads to effective interactions. Comprehensive views help staff members to comprehend the client and his perspective, and using the previous log, make a strategic interaction plan to deal with his concern.
Improved customer experience
CRM software supports call centre representatives in driving customer satisfaction with timely responses to customer queries. With cut-throat competition, it is imperative for companies to deliver the best customer experience and ensure that customers are happy.
Qcontact’s CRM tool lowers costs for companies while improving customer satisfaction. It allows teams to communicate internally through live chat so it can keep employees connected, informed and up to date on all essential information always through both group and individual messaging.
For more informative insights on how you can better leverage CRM systems and data in 2022, we invite you to join an upcoming webinar hosted by our sister company, Coligo Group.
By attending this webinar, you will get insights on:
- CRM data maintenance;
- How your business can better leverage CRM systems;
- Challenges faced by organisations when it comes to updating their CRM systems;
- Leadership support with CRM system maintenance; and
- Best CRM tools for businesses (Qcontact).
Register here.
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