Bringing CRM into the Contact Center

©2013 SugarCRM Inc. All rights reserved.

Bringing CRM into the Contact Center

Clint Oram, CTO & Co-founder

SugarCRM


Responding to Customers A brief history of call centers


acd ivr

Evolution of Customer Channels

phone fax

email

chat

forums

twitter

facebook

co-browse

web self-service sms

linkedin

mobile

1970’s 1980’s

1990’s 2000’s

2010’s


Evolution of Customer Relationships

“cenizas de clientes problema”

translate.google.com

“amamos a nuestros clientes”

translate.google.com


But Customers Still Aren’t Happy With Us Harris Customer Satisfaction Survey


Are frustrated because you don’t know my history

75%


Say you know nothing about me after the call 61%


Escalated issues to a supervisor 41%


Escalated issues via social media 21%


CRM Drives Customer Engagement Creating Customer Experts


Why CRM in the Contact Center?


CRM Drives Customer Engagement

Make every agent more effective every time they engage 1 on 1 with every customer.


Answer Three Fundamental Questions

§  How can we better understand the needs of every individual customer?

§  How do we empower every user to engage successfully with their customers?

§  How can we deliver a consistent experience every time?


Answer Three Fundamental Questions

§  How can we better understand the needs of every individual customer?

§  How do we empower every user to engage successfully with their customers?

§  How can we deliver a consistent experience every time?

every customer

every user

every time


Contact Center Technologies

17

Communication Infrastructure

Workforce Optimization

Customer Relationship Management

Agent Desktop



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Agent Desktop •  Case management

•  Knowledge base •  Self-service portal •  Real-time

analytics •  CRM accounts,

contacts, offers •  Social media

engagement



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Agent Desktop With Full CRM •  360 Degree View

of the Customer

•  Multi-Channel Response

•  Sales Force & Marketing Automation

•  System Integration


Customer Engagement Success Factors

What? §  Optimize Pre-Call Work

–  Call deflection and skills-based routing based on customer data

§  Reduce Unnecessary Talk Time –  Screen pops with customer data

§  Increase Helpful Talk Time –  One social agent desktop for all

systems

§  Reduce Wrap-up Time –  Easy UX, fast data entry, automated

business processes

Why? ü  Improve Agent Productivity

ü  Improve Customer Satisfaction

ü  Create Customer Loyalty

ü  Retain Best Agents

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Sugar in the Contact Center

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•  Case management

•  Knowledge base •  Self-service portal •  Real-time

analytics •  CRM accounts,

contacts, offers •  Social media

engagement


Engage and Build a Relationship

Make every agent more effective every time they engage 1 on 1 with every customer.


Gracias! Clint Oram

@sugarclint

#sugarcrm

Bringing CRM into the Contact Center

Business

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