Customer Relationship Management

CRM in Customer Service and Support

Gopalan Narasimhan

Agenda – CRM in Customer Care

Customer Care - Call Centres

Call Centre Automation

Sales Support

Customer Satisfaction Measurement

Call Scripting

Cyber agents

Customer Relationship ManagementCustomer Care thru Call Centers

Customer Care Center / Call Center

¨ It is not a physical place but a Function

¨ A Place to interact with Customers— To respond to Customer needs— To solve Customer problems— To listen to complaints and resolve the issues— To help Customers— To provide info to Customers

¨ Customers experience

¨ Types— Sales and Marketing Call Centers— Customer Service and Support Call Centers— Inbound and Outbound; Blended (In+Out)— Voice and Data

¨

CRM System for Call Centers

¨ To create and integrated Customer interaction environment— To improve revenue— Higher flexibility— Higher productivity

¨ Some key Functions— Automatic Call Distribution— Predictive dialling systems – to route calls to agents when human

voice is heard— CTI – To interface voice and data networks thru open std protocol— Caller ID – To route calls based on Caller ID

Call Center Measurement

¨ Call Center Statistics

¨ Measuring Success

Customer Care Centre Changing Approach

Old Approach¨ CC – A support

function¨ Reactive¨ Customer complaints

management and providing information

¨ To cut costs

New Approach¨ CC – Valuable service¨ Proactive¨ Meeting customer

needs, customer advocacy

¨ To gain competitive advantage

CRM for CSSSystem Functionality

CSS CRMService Calendar

Accounts

Contacts

Knowledge Base

Contracts

Products

Services

Thank You!