The importance of a deep and seamless CRM software integration
In this chapter, we’re going to discuss how customer relationship management (CRM) software plays a critical role in the call center. Today’s call centrer is a complex environment, capable of supporting dozens of different applications that allow agents to deliver better customer support. Two main systems comprise the core of most call centre installations:
- ACD. An automatic call distributor (ACD) receives and routes calls, email, chat, SMS, social media.
- CRM software. A customer relationship management (CRM) system keeps tracks of all customer interactions with an organisation.
The importance of ACD and CRM software working together
You can use either system on a standalone basis, but when they’re integrated, the benefits increase dramatically. Not only will you improve the customer journey, but you’ll also be able to personalise service, and reduce the time and cost of each customer interaction.
Historically, it was difficult to integrate the ACD and CRM system because it required an organisation to build a custom integration. But, with the proliferation of cloud-based CRM software solutions like Salesforce, the process is getting easier. Salesforce developed an open platform that made it easy for third party developers to build applications that provide out-of-the-box integration.
Together, you get dynamic and intelligent real-time routing
If a business used an ACD by itself, calls would be routed to agents who would have absolutely no idea who was calling or what they might be calling about. The agent would then have to turn to their terminal, type in the information provided by the customer over the phone and attempt to retrieve the information necessary to help the caller. With a basic ACD/CRM integration and CTI the agent might receive a screen pop telling them who was calling along with the details of their past service interactions. But with advanced CRM and Contact Centre as a Service, the ACD can use any information stored in the CRM to make intelligent, real-time routing decisions for inbound or outbound interactions. This enables the ACD to inspect the interaction and decide the best way to handle it whether it’s a phone call or an interaction over a digital channel.
The benefits of acd and crm software integration
If you’re in the market for an ACD solution, look for a vendor that can closely integrate with your current CRM software solution. The benefits of both cost reduction and improved customer experience are significant. To learn more, read our Advanced Guide to Salesforce Telephony Integration.