Presenter: Bart Markandaier

Senior Director, Advanced Services

Leveraging CRM to create ENGAGING

Customer Experience

Facilitator: Trevor PrestonRegional Sales Manager

Leveraging CRM to create ENGAGING CXKey Systems to Enable CX

Contact Babel, 2016: Customer

Satisfaction is #1 top priority for

contact Center improvement

Dimension Data, 2016: 82.5% of

companies recognize CX as a competitive

differentiator

Performance Management Systems

Knowledge Management Portal

CRM Application

WFO Systems

Leveraging CRM to create ENGAGING CXBenefits of CRMs

Enhanced / Intelligent call routing

Self Service functionality

Screen Pop / CTI for CRM

Automation of tasks

Enhanced reporting metrics

Improved Multichannel support

Greater efficiency and productivity

Increased sales

Greater communication

Better data access

Superior customer experience

Leveraging CRM to create ENGAGING CXEnhanced Routing

Overview: Provides control on how calls are prioritized and

routed based on real-time information in CRM

Small Medium Large Average

Identify customer 38% 33% 72% 50%

Access CustomerRecords

38% 33% 78% 52%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Identify customer Access Customer Records

How it works?:

• Customer is identified using Caller ID or customer number

• Customer data retrieved from the database

• Customer is prioritized and routed to appropriate agent based

on business rules

Benefits:

• Faster more personalized service

• Reduces caller frustration

• Save agent time

• Improves customer satisfaction

Telephony

Switch

Request Arrives

Support CSR

Customer

Contact

Center

Finance CSR

Delivered to Finance CSR

Customer Database

Server

1

3

4

2

Transfer to Billing Queue

Billing Queue Support Queue

CTI Link

Query to Database

(Balance Retrieved)

Call is received by the telephony switch/PBX

and transferred to a Contact Center system 1

Leveraging CRM to create ENGAGING CXEnhanced Routing Flow

Using self-service the customer is identified

and a database lookup is performed to

retrieve customer information

If a caller has overdue balance, they are

placed into the billing queue.

Once the call is transferred to the Finance

CSR, customer information is displayed on

the agent’s desktop.

2

3

4

Another use case: Prioritizing and handling

high value / VIP customers

Leveraging CRM to create ENGAGING CXScreen Pop

Overview: Provides 360 degree view of the customer –

linking call and caller data

How it works?:

• Customer transferred to the CC system

• Using the caller id or customer id the CC system will

query with the CRM database

• The customer information is passed to the CRM agent

desktop when the call is delivered to the agent

Benefits:

• Reduce call time by 10-20 secs

• More personalized service

• Improve efficiency and reduce cost

• Increase sales

• Superior customer service

Contact Center

System

Request Arrives

Telephony

Switch

CSR

Extension CRM Client

Application

Request

Delivered

CTI Link

Call Queued

CRM Server

CRM Popped

Call received by the telephony

switch – (PBX)

1

2

3

4

Call info is passed to the Contact

Center system

The call is then queued ready for

delivery to the agent. Call info is

sent to the CSR’s desktop

Based on the call info the customer

details are retrieved from the CRM

and ‘screen popped’ onto the

CSR’s desktop.

Leveraging CRM to create ENGAGING CXScreen Pop Flow

1

2

3

4

Customer

CRM Updated5

Details from the CSR are updated

to the CRM5

Leveraging CRM to create ENGAGING CXAutomation using CRMs

Task/Activity Queuing• Universal queuing, improve productivity

Self Service / IVR• Payment processing

• Create or retrieve order / ticket information

• Check / schedule appointments

• Automated or caller requested

Activity Scheduled

• Integration with CRM

Workflow Triggered• Task queued in CC

Activity Queued

• Screen popped to the right Agent

Delivered to the Agent

Personalized service• Services offered based on profile

Automated enrollment & registration• Mobile & Web integration

Leveraging CRM to create ENGAGING CXFinancial Screen Pop

First Community Services – large bank HQ in Texas• More than 300 branches in Texas, Arizona and New Mexico – providing world class service

• Caller identified and provided self service options

CP - IVR

• Customer information retrieved from the CORE backend

Fidelity Horizon • Transferred calls queued

Contact Center Enterprise

• Caller is transferred to the appropriate Agent.

CSR/Agent • Customer information screen popped

Seagull JWalk

Results:• Caller is identified by the IVR and provided with self service options

• Integration to the Fidelity Horizon Alllink CORE system

• Call queuing and routing by CCE

• Agent gets a screen pop with the customer details with the received call

Leveraging CRM to create ENGAGING CXCC Touchpoint Integration

Owner and operator of apartment communities

• Call answered and transferred to CP

Skype for Business

• Caller identified and retrieves query data and passes it to CC

CP - IVR • Call transferred to agent answered via Touchpoint

Communication Center

• KMS and Guest Card popped in Touchpoint

KMS & Guest Card • Guest Card info updated in OneSite

RealPage - OneSite

Results:• Caller is identified and property is determined

• Caller routed to the appropriate agent to handle the request

• Agent provided with the relevant information about the caller and interested property

• Seamless integration to OneSite

Leveraging CRM to create ENGAGING CXWhat is Advanced Services?

• Provides integration, automation and customization between Enghouse

products and your business systems

Reduce Cost Saves Time Competitive Advantage

Improved CX

Leveraging CRM to create ENGAGING CXIntegrations & Plug-Ins

Leveraging CRM to create ENGAGING CXDiscussion – Q&A

Thank You!See You Next Time