Chapter 3: CRM and Customer Service. Customer Relationship Management. The Call Center and Customer Care. “ Companies have long known that customer support is critical to both existing customers and acquiring new ones.”
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Customer Relationship Management
“Companies have long known that customer support is critical to both existing customers and acquiring new ones.”
Call Centers: Organization in charge of direct customer support interactions. This term refers to the classic telephone support infrastructure. Other names include contact centers, customer interaction centers, customer care centers, or knowledge centers.
Purpose: Alleviate some of the repeat work and increase efficiencies in order to handle increasing volumes.
Products Remedy and Clarify (Software)
categorize by call type, time-to-resolution, escalation
percentages, and average call duration.
Vendors Aid (Software)
Call Centers also use statistics to evaluate performance of Customer Service Representatives (CSR)
“Customer Relationships are only as good as the quality of their support”
Computer Telephony Integration (CTI): combining telephone systems with computer technology such as software applications and databases to automate functions.
Example: Using caller-id to provide customer information when distributing calls to CSRs.
Contact Centers Segregated Based On:
“Follow the Sun Concept”
It is important to know customer’s preferred mode of interaction. Example: operator, e-mail, fax, or handheld device.
Opportunities That Arise
Examples: (page 58)
“That’s a great pair of shoes. Would you like a belt to match?
“Click here to learn more about today’s savings-of-the day!”
Must be trained on when to begin cross-selling (above opportunities) or when to refrain.