One of the appealing aspects of the bar Cheers was that it was a place where everyone knew your name. A friendly face that knows your preferences doesn’t just make you feel appreciated, it’s also more efficient. Forget the formality, this type of personal attention lets you cut right to the heart of the matter and get things done quickly.
Delivering this type of personal service is easy for a small business with a small client base, like a bar. But large enterprises with thousands of customers can scale this experience to fit their needs as well. That’s what customer relationship management (CRM) software does.
Personalization is the use of customer-specific information to create custom communications tailored to individuals. No doubt you’ve received an email from a major corporation that included your name in the greeting or the subject line. That’s an example of personalization.
In this space we’re talking about personalization in voice-based customer service. What does that mean? Broadly speaking, personalization allows you to use virtually any piece of customer data to improve customer experience. A couple of examples will provide some clarity.
There are a few different steps involved with getting personalization to work. First, is identifying the caller. Second, is figuring out what data to use and how to use it. Third, is presenting that data in an effective way using a voice application.
For any automated voice application to be able to provide personalized service it needs to be able to identify the caller. There are a few different ways to do this. One is using automatic number identification (ANI). This is a backend process that passes the phone number of the incoming call to the interactive voice response (IVR) system. The IVR can then cross-reference that number with the phone numbers in the company’s CRM, which is where most companies keep customer data.
Other ways to verify caller identity include, having callers enter an identification or account number, or through voice biometrics.
Once the voice application verifies who is calling it can then tap into the company’s CRM to pull out any relevant information for that individual. That can be anything as basic as their name and address. Or it could be a bit more complex, like looking at their past ten interactions with the company and suggesting options based on past activity.
The point is that once a call is linked with an individual customer it’s possible to continuously query the CRM for personal data throughout the call. Naturally, this will vary depending on what your company is trying to accomplish.
Voice-based communication doesn’t have to be one-way though. One of our examples highlighted the use of text messaging. Imagine that a big retailer wants to in-store customer experience. In this case a customer, we’ll call him Steve, makes purchase, which updates his CRM data with his most recent transaction.
The transaction triggers an action that can vary depending on how the business logic is set up. It’s possible for the voice application to query the CRM, or for the CRM to simply push the appropriate information to the voice app. In this case, the process finds the Steve’s mobile number and the name of the product he purchased. Before Steve gets to his car, he receives a text message:
“Steve, we hope you enjoy your new Apple iPod. From 1-5 (low to high), how would you rate your shopping experience today?”
Steve can then respond via text, and his rating goes into the CRM where it can be used for analysis.
There are many reasons why companies would want to personalize communications with customers. For example:
Publish Date: June 22, 2016 5:00 AM
Zoho CRM Suite
Zoho CRM is a world leading cloud based customer relationship management suite covering all CRM functionalities a modern company needs :
- Multi Channel Lead Management
- Sales Force Automation
- Quotation & Order Management
- Full 'Lead to Order' process
- After Sales Services
- Social Media Management
- Mass E-mailing & Marketing Automation
& several other capabilities
eGain Solve™ is the industry’s leading cloud solution for omnichannel customer service and engagement. As the industry’s only unified customer engagement and knowledge management software suite, eGain Solve helps businesses design and deliver smart, connected customer journeys across social, mobile, web, and contact centers. The suite consists of modular, best-of-breed applications built on a unique customer engagement hub platform, eGain CEH™ Platform, that combines 360-degree customer context, intelligent process guidance, and actionable knowledge to enhance every customer interaction. The web-services-based architecture of the platform enables rapid innovation and extension of customer engagement capabilities.
Creatio(formerly bpm'online) Process-driven unified CRM
Unified Marketing, Sales, Service CRM built on a business process management (BPM) platform. Award winning CRM .Recognised by Gartner, Forrester, OVUM, Nucleus research as leading marketing automation, sales automation, customer engagement, business process automation and dynamic case management software.
A new process-driven CRM and not the traditional CRM type.
A complete contact centre technology offering including a flexible and highly configurable CRM solution which can be multi-tenanted, relational and visually configured. CRM entities are fully embedded in a sophisticated dynamic call scripting drag & drop solution which allows for complex process flows and integration to external systems for the delivery of an integrated intelligent agent desktop solution. The solution can be integrated to telephony for both inbound and outbound using the Noetica Voice Platform which is a fully featured contact centre telephony platform.
PH: +44 345 0181 070
Trendzact’s CRM case management platform specializes in contact engagement centers with complex workflows or integrations. Our features, full customization, scalability, native on-demand AI and flat-fee pricing sets us apart from the competition.
|Bring Your Own Telecom: Is it Worth Doing?||July 26, 2018 5:00 AM|
|Visa Verified: Plum Voice Secures a Listing on Visa’s Global Registry of Service Providers||July 12, 2018 5:00 AM|
|What You Need to Know about Poor Call Quality||June 7, 2018 5:00 AM|
|Fairly Allocate Call Transfers to Multiple Contact Centers||May 17, 2018 5:00 AM|
|Making Natural Language Processing Feasible with Artificial Intelligence||February 8, 2018 5:00 AM|
|Outsourcing or DIY? Find the Right IVR Development Approach||November 30, 2017 5:00 AM|
|IVR That Saves $5M per Month||November 16, 2017 5:00 AM|
|The Limitations of Speech Rec & How to Combat Them||November 2, 2017 5:00 AM|
|Why Not All IVR Software Is Created Equal||October 17, 2017 5:00 AM|
|How to Get More From Your IVR with Artificial Intelligence||September 28, 2017 5:00 AM|