What to Consider When Implementing Your Call Center CRM Strategy

There are many ways to consider when implementing a CRM strategy in your call center.  According to Wikipedia, “Customer Relationship Management (CRM) is a system for managing a company’s interactions with current and future customers. It often involves using technology to organize, automate and synchronize sales, marketing, customer service, and technical support.”

Basically, the secret is to exploiting efficiencies in your call center is to focus on workflow continuity.  Analyzing workflow continuity causes you to delve into the finer points of what it takes to deliver a product or service from cold lead to loyal customer for the least amount of cost and the greatest profit possible while using a CRM.  It also gives you a perspective that exposes interactions between teams.  By identifying the patterns of workflow continuity, you can discover what functions need specific attention at crucial times.

In short, your CRM enables you to quantify and qualify your customers in analytical ways, exposing Key Performance Indicators (KPI) that allow you to measure objectively what, in relationships, is otherwise subjective.  Once the agent-to-customer relationship is made to be measurable using analytics, supervisors and managers are able to evaluate each relationship, especially as it relates to closing sales and increasing profits for the call center.

Using a CRM in your call center effectively requires you to have a firm grasp on your long-term goals and objectives.  Think of your CRM as a platform on which the functions of your organization reside.

It provides a foundation of four areas for workflow continuity:

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To Your Success,

Greg Meares

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About the Author: Greg Meares

As a Sr. Consultant for Performance Connections, Inc., Greg's primary objective is to provide value to organizations that are focused on raising brand awareness. Additionally Greg works on improving the customer experience, through business process re-engineering, and call center best practices. Greg is an industry expert and is often called upon to provide his analysis and solution oriented approach to improving performance in the BPO and Call Center industry.

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