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Contact Center Strategies for CRM Success

The document discusses operational customer relationship management and the role of contact centers. It describes contact centers as places that handle incoming and outgoing phone calls from customers and prospects. It also discusses the importance of convenience, consistency, and cordiality in customer interactions. Additionally, it explains the benefits of using both synchronous channels like phone calls and asynchronous channels like email to interact with customers due to the high costs of synchronous channels alone.

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Bhaskar Saha
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61 views9 pages

Contact Center Strategies for CRM Success

The document discusses operational customer relationship management and the role of contact centers. It describes contact centers as places that handle incoming and outgoing phone calls from customers and prospects. It also discusses the importance of convenience, consistency, and cordiality in customer interactions. Additionally, it explains the benefits of using both synchronous channels like phone calls and asynchronous channels like email to interact with customers due to the high costs of synchronous channels alone.

Uploaded by

Bhaskar Saha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Operational CRM

Role of contact center in building


relationships, Components of contact
center, Internet and Direct mail
Call Center/Contact Center

• It is the place where a large number of people


handle the incoming as well as outgoing
telephone conversations of a varied nature
with their customers and/or prospects.
Call Center

• A deployment by the firm where its division or


its intermediary acts as a link with its
customers.
• The ‘telephone’ is the main channel operating
on a few dedicated lines.
• Depending on the information required, the
call is handled by the call center
representative or escalated to the relevant
department(s).
3 Cs of Contact Center
The benefits sought by any customer from any
organization whom they contact are:
[Link]
[Link]
[Link]
The above parameters can be met with the
fourth ‘C’ namely Channels.
Contact Center: Essentials
3. Synchronous vs. Asynchronous channels
Asynchronous: email
Synchronous: Phone
The firm should have a mix of both these
channels because of the high costs involved
in synchronous channels.
Internet and the Website
•Figure 16.1 The contact cycle on the Internet
•Source: Cap Gemini.
Direct Mail
Old direct marketing cuture
• Continue doing what works; creativity is not a
must

• Behaviour is the best predictor

• Testing testing testing

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