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Driving Contact Center Success with CRM Integration

Posted by Jeff Stormer on 2019-06-06 15:00:00

For any business with a goal of longevity and growth, the importance of customer experience cannot be overstated. A customer’s trust in a company is often decided from their first interaction. If that experience is frustrating or repetitive, a customer may choose to avoid working with that business in the future; conversely, a truly stellar customer experience builds loyalty and increases stickiness over time.


But how can businesses ensure their agents deliver the kind of personalized, streamlined interactions that build trust, motivate repeat business, encourage referrals and establish long-lasting relationships? Simply put, they need to integrate their contact center solution with customer relationship management (CRM).

Let's look at how CRM integration helps contact centers win, and how CoreNexa™ Contact Center empowers agents and managers alike to make the most of CRM solutions.

What is a CRM?

CRM solutions store the data associated with a customer’s interaction history in one central location, ideally in the cloud. Think of a CRM as a filing cabinet -- and inside are folders containing a customer’s interactions with troubleshooting, collections, customer service, and more. Whether they’re an existing customer or a prospect, CRMs deliver all the information an agent needs in one place, in one standardized format, accessible even before an interaction begins.

Salesforce is arguably the most well-known CRM solution, but there are a wide variety of options available, including vertical-specific CRMs for industries like healthcare, finance, automotive, and more, as well as  proprietary or homegrown CRM solutions. Our Contact Center & IVR solution is designed to integrate with most available CRMs, including:

Salesforce AutoTask Compass
Zendesk Tigerpaw Zoho
ConnectWise NetSuite Lead Perfection

Why Deploy a CRM? 

With a CRM solution in place, a contact center agent can find a customer's history of trouble tickets, purchases, and more at a glance, allowing them to cut down on redundant interactions, and offer proactive support which takes into account previous issues and interactions with the company. Then after an interaction, agents and managers alike can take advantage of CRM analytics to study a detailed history of every customer interaction, giving increasing effectiveness and accountability in the long-term.

In the case of one company, a home goods retailer, integrating CoreNexa Contact Center with a home-grown CRM allowed them to better identify upsell opportunities based on customers’ purchase history. This led to an immediate increase in revenue alongside a reduction in repeat calls and overall call time, positioning the company for considerable growth over time.

Why Integrate your CRM with Contact Center?

In a 2018 study, Frost & Sullivan noted that giving agents easy access to customer information on the desktop of their choosing was a vital tool in not only increasing effectiveness, but also improving employee engagement and reducing churn ("Growth Opportunities in the North American Contact Center Market, Forecast to 2022"). As customers become savvier and more willing to research self-help solutions to issues, customer interactions have become more complex--meaning agents need more detailed records on a customer's purchase history and previous interactions to get to the root of an issue. Failing to make that information readily available could mean added frustration for both customer and agent alike.

By integrating Contact Center with a CRM, agents can have all of the information stored within the CRM on a single, custom dashboard, available to them before a customer interaction even begins. Agents can then skip redundant questions, and readily address more complex, involved issues with less back-and-forth.

This level of immediate access can benefit virtually every department that touches a contact center solution. Customer service can reduce call times and better meet service-level agreements. Support agents can enter information into a CRM and share it across the entire organization as soon as an interaction happens. Even marketing teams running outbound sales campaigns can use CRM to better target prospective customers and identify upsell opportunities.

Happier Customers, More Effective Agents

Simply put, integrating a CRM into CoreNexa Contact Center empowers businesses to make customers happy. With improved access to a customer’s profile, and detailed metrics on their call history, all displayed neatly on a single display, agents can personalize every interaction, and avoid asking for repeat information. The end result is quicker resolution times, a lower abandonment rate, and an improved experience for the customer--the kind that keeps them coming back time and time again.

If you’d like to learn more about what CoreNexa Contact Center can offer your customers, click here to download a detailed case study. In it, you'll learn how one CoreDial Partner, XComm Communications, used Contact Center to help clients cut call times, improve agent accountability, and deliver an outstanding customer experience.