Businesses have managed the relationship with their customers for a time immemorial. For a long time, these relationships had largely been driven through direct contact with customers.
Today, a plethora of software modules are available to automate customer relationship management processes in an efficient manner while driving the costs down.
These are called Customer Relationship Management (CRM) tools and are commonly referred to as CRM.
The purpose of these tools is pretty straightforward—to strengthen customer relationships. A Customer Relationship Management (CRM) system can help you achieve the same without costing you a bomb.
A CRM system offers a variety of small modules for sales, customer support and marketing to work together better. These modules consolidate relevant information into a single platform which companies then use to build better relationships.
Additionally, a CRM enables sales Best Database Provider forecasting, rationalises operations, and generates better leads among others benefits.
What is a CRM Integration
Customer expectations are evolving, and so are customer relationship strategies. To keep pace, a CRM evolves accordingly in terms of its use and processes.
However, what remains constant is—the need to have cohesive and valid data across all applications in business. And the data needs to flow across them seamlessly.
Since the customer remains at the centre of all that a business does, the CRM must connect to the contact centre and other applications effectively and efficiently. It needs to talk to and exchange information with other software, including legacy software platforms.
In fact, integrating with other platforms, like inventory management and resource planning, allows CRMs to seamlessly gather relevant data and provide in-depth insights. In simpler terms, you no longer need to toggle between different applications to complete your tasks.
For example, integrating your CRM inventory management can help you get real-time inventory updates. Your sales team can thus get live insights to cross-sell and up-sell more efficiently.
Essentially, CRM integration enables better decision-making based on accurate and valid data points. It also helps businesses manage customer engagement throughout the lifecycle—from lead to sale to support to next sale and beyond.
And for customers, an integrated CRM delivers a superior experience. Since it becomes a unified nucleus of customer-related information, it facilitates contextual and informed conversations.
Here are some key benefits of integrating a CRM system with your contact centre software and other applications.
The list is not exhaustive, and one can find many more in the real world.
Benefits of a CRM Integration
Each CRM integration has its list of benefits. They are valuable and certainly translate into better business and better bottom lines.
Productivity of agents
Seamless availability of data means agents need not put calls on hold to seek information during customer engagement. This not only makes the agent more productive but also makes the agent handover smoother, resulting in a superior customer experience.
Availability of relevant data on one screen means agents are able to provide quicker resolutions, elevating the first call resolution in a contact centre. A better FCR also leads to enhanced customer satisfaction since they don’t have to wait too long or call back too many times for issues to be resolved.
Smarter outreach to customers
Based on data captured through a CRM integration, outbound preferential calls can be made to customers who are more likely to make a purchase or are aggravated.
Not only does this translate into better lead conversion, but also appropriate follow through with irritated clients improves a firm’s client retention.
A wide variety of reports pertaining to sales forecasts, operations etc., all drawn from cohesive and validated data, can be made available almost in real-time.
This enables buy mobile database businesses to make better decisions in resource planning and redeployments. Efficient tracking of relevant business parameters with accurate data becomes a parallel yet valuable benefit.
Every business has a variety of tasks that are repetitive in nature, both internal and customer-facing. A good CRM integration automates them, thereby reducing operational costs.
The integration means that data moves between applications seamlessly without being handled by people. This reduces human errors and keeps data updated; it also means only authorised personnel access the data.