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
Management
Customer 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
To
To
To
To

respond to Customer needs

solve Customer problems
listen to complaints and resolve the issues
help Customers
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

New Approach

CC A support

CC Valuable service

function

Reactive
Customer complaints

management and
providing information

To cut costs

Proactive
Meeting customer
needs, customer
advocacy

To gain competitive
advantage

CRM for CSS

System Functionality

CSS CRM
Service Calendar

Accounts
Contacts
Knowledge Base
Contracts
Products
Services

Thank You!