Magazine article CRM Magazine

The Intelligent Call Center: Fueled by Feedback and CRM

Magazine article CRM Magazine

The Intelligent Call Center: Fueled by Feedback and CRM

Article excerpt

The call center world is rapidly evolving. Today's technology-driven business environments have not only changed the game from the perspective of systems and processes, they've also increased expectations and broadened the business role of contact centers. It's no longer acceptable to simply engage with customers with the goal of resolving issues. Now, call centers must dive into the deep and swirling ocean of data and analytics. They must not only measure customer loyalty and satisfaction, but contribute to predicting and driving the broader customer experience.

Why the shift to affecting customer experience? It's partially because numerous recent studies cited the trend of customers basing buying decisions more on experience and less on product preference. In other words, companies that can provide their customers' desired experience will actually beat those with a superior product.

Yes, even the rules of competition have changed and it affects nearly every department in the organization. The good news for call centers is that they will play a huge role in winning or losing. Enter the concept of the Intelligent Call Center.


The old image of call center reps chatting happily away on their headsets is a thing of the past. Not that voice isn't still relevant, but today's customer care professionals must also be well-versed in numerous communications channels, such as email, survey response, live chat, self-service, and of course, social media. They need to embrace new ways of listening and of responding.

Intelligent Call Centers will use technology to deliver better service without obstructing agent performance. This is critical. For Intelligent Call Centers to succeed, technology must open new channels, but not confuse or diffuse the effectiveness of interactions. Also, Intelligent Call Centers must utilize the power of automation to increase productivity and stay a step ahead of customer expectations. Both of these requirements paint CRM into the picture.

As businesses capture more and more customer data across the lifecycle, the logical home for the data to reside is in CRM, so that it may be properly acted and reported upon across your business. Customer care agents should have clear visibility into customer interactions in other areas of the organization, in order to enter engagements in-context and not frustrate customers with repetitive questions. …

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