Mobile technology has taken over traditional forms of communication, gradually becoming the core of business development and communication. This calls for a switch to newer methods of communication. Likewise, the customer is at the helm of all business interactions; and the cloud serves as the best platform to nurture customer relationships and manage business transactions.
It is in this context that the power of integration can be best explained. A Customer Relationship Management (CRM) tool, when integrated with phone systems, can add immense business value by combining multiple technological platforms.
Lets take a look at five aspects of the CRM and phone systems integration, and how this will save business money, as well as improve quality and customer service significantly.
- Better call management abilities
By integrating CRM with phone systems, sales representatives find themselves in a better position to measure important Key Performance Indicators (KPIs) such as call rates, upselling activities and conversion rates. Phone integration enables efficient management of entire sales numbers, right from call tracking and providing integrated popups, to enabling quick access to customer records, thereby obviating the need to open the entire CRM system with every phone call. Additionally, it provides a good platform for customer interaction.
- Create meaningful use of data
With phone capabilities integrated with an enterprise’s database, it becomes fairly easy to track and evaluate employee attitudes and skills. This furnishes useful, quantifiable data to supervisors and managers, which helps in drawing up valuable feedback for CMOs and Sales Managers. The information substantiates credible performance or the lack thereof.
Precluding the need to install new hardware or major software updates, CRM with phone integration increases an enterprise’s information database sufficiently; even fetching out and analyzing sales processes to facilitate positive employee-customer positive interactions.
- Enable interactive call scripts
By integrating phone systems with CRM solutions, businesses are able to create interactive call scripts that are accessible quickly and aid in the communication with customers. By linking quantifiable data to interactive scripts marketers are able to further customize scripts and measure the effectiveness of messages.
- Support Do Not Call feature
With integration capabilities, CRM facilitates a Do Not Call Feature that allows businesses to channel their marketing efforts efficiently, while ensuring compliance with all Do Not Call laws. Additionally, it works towards positive customer-driven support by taking a proactive approach to generate e-mail alerts for various updates.
- Make for Better Personalization Abilities
Sales and service conversations are typically characterized by interactions between two parties. With one party primarily assuming the role of a persuasive member, the other makes the best possible attempt to negotiate for a good deal or learn about a product. In such a scenario, it always makes better business sense to customize the interaction to make room for personalization.
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Consider this – 52% of buyers like personalized services, which is customized to their individual requirements.
A connected CRM and phone system has an avenue to invaluable data that is well-categorized and enables improved prioritization. This automatically powers up the level of personalization.
- Provide detailed call history
The CRM is equipped with capabilities to store, access and examine large quantities of wide-ranging information, including specific instances of call history. When linked with phone systems, a customer service representative gets instant access to former instances of interaction with a particular customer, as well as the customer’s demographics – and all this happens before the call connects. The result? Customer service staff is prepared for the interaction, and can take informed sales/service decisions confidently.
- Increase marketing capabilities through better analytics
In an information-driven world like today, CRM data is considered the bible for marketing departments to analyze customer behavior, devise marketing campaigns and maintain efficient customer service. Therefore, marketing departments have to coordinate with sales agents to capture important leads and increase conversion rates.
Rather than relying on a single customer’s viewpoint, integration helps in collating feedback from a wide customer base, thereby helping the marketing department understand the effectiveness of analytics tactics and gain a better sense of what customer experience feels like.
Therefore, it is a given that integrating phone capabilities with your CRM makes for better communication with customers, opening up effective ways for feedback and improvement, leading to increased customer satisfaction.
Want to know how we can help with your enterprise’s phone to CRM integration? Write to services@suyati.com
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