Page 156 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 6: Technology for Customer Relations

 CRM provides ways of handling customers. Notes
 CRM provides ways for optimising customer satisfaction.
 The goal of CRM is to maximize the interaction and gain maximum information and
provide maximum satisfaction to customers.
Interactive Voice Response/Voice Response Unit

 Call handling time is decreased
 Allows callers to streamline their questions to get accurate information by providing
access to database information

 Enhanced call routing based on questions
 Automation of FAQ enquiries
 Improved customer service satisfaction
 Faster response

 24  7  365
 Reduced queuing time

Automatic Call Distributor ( ACD)

The ACD portion of the system ensures that incoming calls are distributed evenly, so agent
productivity is maintained at a high level, and inbound callers are handled efficiently.

The routing of calls is achieved by the following criteria:
 Agent vacant to take the call
 ANI (Automatic Number Identification)

 Skills based routing
 Call routing to skilled agents
 Number of call accumulative in a queue

Computer Telephone Integration (CTI)

CTI is the technology that links telephone systems and computers within a call centre. Applications
using CTI technology help automate inbound and outbound call handling, eliminate many of
the repetitive tasks performed by agents and improve call centre management with better
reporting capabilities.

Elements of CTI

 Telephone switches (ACDs and PBXs) route the calls.

 Computers contain the databases of relevant customer information, such as name, address,
account number, telephone number, purchasing history, etc.
 CTI software (known as middleware) provides the instructions and interfaces for carrying
out the CTI tasks.

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