Page 155 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes interested in meeting the future head-on. As you read through this book you’ll get a glimpse of
the future and how you can plan for it.

Notes As contact centres improve in all aspects of their operation, they will look
for ways to go beyond customer service—to make the experience of dealing with the
company better.

Contact centres will do all of this because customers expect—and deserve—the best.

Task What is the future of call centre, according to you?

Self Assessment

Fill in the blanks:
1. If the outside world initiates contact, then the contact centre is said to be an ……………………
contact centre.

2. If the contact centre itself is responsible for initiating contact, then the contact centre is said
to be an …………………… contact centre.
3. Traditionally, contact centres have been called …………………….

4. …………………… includes everything that leads to revenue i.e. sales, upgrades; customer
retention, collections, and winning back previously lost customers.
5. Frequent shuffling of customers from agent to agent is a …………………… of CCT.

6.2 CRM Technologies for Contact/Call Centre Infrastructure

A Call Centre is based on the following technologies:
 Customer Relationship Management (CRM)
 Interactive Voice Response/Voice Response Unit (IVR/VRU)

 Automatic Call Distributor (ACD)
 Computer Telephone Integration (CTI)
 Predictive Dialing (PD)
 Web Services

 Database Servers
Customer Relationship Management

 CRM is putting the customer at the centre and re-orienting and aligning all facets of the
organization to deliver sustained customer satisfaction every time. It means not just a
software solution as an outcome of convergence, but a means of realigning technology,
process, policies and people.

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