Page 141 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes forms, and even payment systems. This gives the system the most relevant information upon
which to base call routing. In some cases, these may be disparate systems living in unique
computing environments, but the imperative to link them together is high.
Linking multiple incoming channels with customer databases enables the customer’s complete
account and contact history to be delivered to the agent’s desktop via a pop-up window. This is
critical to reducing the likelihood that the customer Bringing your statistical models into the
process enables the system to further target the experience by suggesting relevant offers for this
particular customer. This “offer engine” makes the most of the customer’s most recent data by
comparing it to the list of currently available offers and analyzing how they match with offer
profiles. The system can then present sales scripts for the targeted products and services within
the agent’s display.

Make Business Decisions-based on Real-time Intelligence in Real Time

Creating predictive models, centralizing customer databases, and linking them to inbound
channels requires solutions that work across disparate systems, but the effort to make these
connections happen will provide a significant return in customer satisfaction, operational
efficiency, and revenue generation.
Strategy 3: Match Callers and Cross-sell Opportunities to the Best Agent

One of the most valuable benefits enabled by linking inbound channels with customer data is
the ability to intimately understand your customer’s sales preferences. As discussed in Essential
Strategy 2, it allows you to personalize offers based on their history. However, it also enables
you to apply an even more potent strategy: the ability to increase success rates by intelligently
matching the caller and the offer with the agent best suited to close the sale.

Notes Identifying your best agents is a process that echoes Pareto’s Principle once again—
who are the top 20% of your agents that are responsible for generating the highest
percentage of your revenue? These are the agents you want to spend your valuable time
training in preparation for linking them to your high-value customers.

And it doesn’t stop there. Once this premier tier of agents has been identified, you must be
prepared to move on to evaluate more subtle agent qualities that can make or break your sales
quotas.

Example:
1. Do your customers respond more favourably if the agent has the same native language or
local dialect?
2. Are agents of one gender more successful at selling to portions of your audience than the
other?
3. If an agent can be conversant about activities or events that are local to the customer, does
it impact response?
Your system must be able to deliver this level of visibility into your call results. Using this
intelligence to increase the opportunity of a successful sale on a high-value call is essential to
reaping the revenue benefits of dynamic cross-selling.

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