Integrating CRM and CEM systems to manage your call centre

Dan Lee of  Medallia, Inc explains how integrating CRM and CEM systems helps companies manage complexity at their call centres.

 

 

For customers, call centres can be like the proverbial box of chocolates - you never know what you’re going to get. A poorly trained, underpaid outsourced representative? An empowered Zappos all-star? Or someone in between?

 

Most of the agents at your call centre likely fall in the 'in between' category. Your company has training programs and incentive structures in place to encourage high performance, and some midlevel service manager at least talks the talk about satisfying the customer. But something is holding everyone back from achieving a truly stellar record as a call centre, and the customer’s experience remains mediocre.

 

Improving call centre customer experience can generate key business results. A study conducted by HyperQuality found that a travel services company, with two call centres and more than 400 agents, posted a net ROI of over $100,000 during a frequent agent evaluation pilot program.

 

Other studies by the same group show that improving call centre operations can also reduce operating cost and increase quality and satisfaction metrics, while a targeted training program triggered a 5.9% increase in CSAT scores.