What is a CRM (Customer Relationship Management)?
In an Australian call centre, customer relationship management (CRM) refers to software tools that improve efficiency and customer satisfaction. Customers’ account and contact information are stored in CRM systems for call centres. They can be viewed as case management tools since they store history. Customer relationship management systems help agents understand the history of customers and personalize their interactions with them.
Integration of CRM applications with call centre technology increases the power of contact centre CRM applications. Agents can be automatically presented with CRM screens when a call is placed to them, for example. As a result, agents are able to spend less time on data entry and more time helping customers. In addition, call recordings can be listened to from within the call centre CRM application by automatically adding contact records (from multiple channels) to the CRM system.
With the proliferation of cloud technology, it is now much easier to integrate call centre CRM applications with call centre software. Salesforce, for example, offers cloud-based CRM solutions that integrate seamlessly with call centre technology. For contact centres to succeed, integration is key.