Globalization and the technological explosion have led people to expect instant access to a company, whether by the traditional telephone, or through email, fax, or a Web site. They have also come to expect an immediate, personalized response. This, combined with the fact that global competition has made products harder to differentiate, has caused businesses to shift their focus from their products to their customers.
A customer-centric approach requires businesses to collect information from and about their customers. Technology has evolved to the extent that customer information, whether purchasing history, preferences, complaints, or other data, can be placed in a single system. This information can be analyzed to predict trends, pinpoint areas that might be improved, and enable anyone in an organization who deals with a customer to deliver knowledgeable, personalized service.
BCE Elix can perform all the business consulting required to develop and execute a CRM strategy for your contact center. The agent desktop can be integrated to the CRM software, backend systems, and databases, so that relevant information is available to the people who need it. For contact center agents, the appropriate information is available in the form of a screen pop. When a customer communicates with the business, the screen pop arrives at the agent workstation at the same time as the call or email. The agent is therefore able to provide personalized service without having to ask for basic information that the customer has already provided, either to the self-service application that initially handled this contact, or that is already available in CRM from previous contacts, and without having to transfer the customer to another agent.
When properly implemented, the agent desktop can equip agents with the proper tools and information to properly do their jobs, increase customer satisfaction and loyalty, and reduce costs by improving the efficiency and quality of each customer interaction. It also provides agents with key customer information, thus enabling them to identify appropriate up-selling and cross-selling opportunities, and increases agents’ performance awareness by enabling them to measure their performance through the display of real-time statistics.
