Capture Data from CRM to Improve Customer Experiences

Posted by John Rake

10/10/14 10:39 AM

shutterstock_219013906With Dreamforce, Salesforce.com’s user conference, just around the corner, we thought it would be a great time to talk about capturing data from your CRM system to help improve customer experiences.

It’s important that your contact center’s data collection technology is designed to be able to capture specific data elements from an agent’s desktop activity during a customer interaction. You’ll also need to be able to associate that data directly with the interaction whether it is a phone call or a back-office email communication.  In addition, this data should be able to be collected at both the agent’s activity summary and detail levels. Data collected should include:

  • List of all of the windows that the agents uses (e.g. window name, date and time)
  • Form fields, buttons and links that the agent interacts with while the window is in focus (e.g. button name, field name, time of activity)

For example, if the agent is on a call, a subset of the data may be forwarded to the database and stored as tag data for that call. Since the call is being recorded while the data is collected, the call information is stored in the database along with the data so it can be correlated with that call.

Understanding the data capture methodology is important, but the real value of this process becomes apparent when put in context with real world scenarios. In that regard, let’s examine some of the possibilities that can be achieved by capturing data from a CRM system during customer interactions. During a phone call with a customer, the agent uses their CRM system for a variety of reasons such as confirming account numbers and customer names, creating a support case, verifying purchases, etc. In this scenario, information can be collected that the agent has entered, updated or viewed during that call.

The key to improving customer experiences with this information is in what can be done with the CRM data that is associated with the call. For example, at an operational level, if the customer calls back and has concerns about the previous interaction, the supervisor that is handling the escalated call can do a simple search of the customer’s account number and get a complete history of every call that customer has ever placed. From a strategic level, senior management and executives can use advanced reporting to quickly and easily see a visual representation of the call resolutions entered into the CRM after every call in order to understand why their customers are calling in real-time.

This is a powerful and critical step to improving customer experiences and ultimately creating long-lasting customer relationships.

For more information about capturing the right data, click here.

 

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Topics: customer experience

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