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CRM Modernisation: What does it mean?

Mar 26, 2021
CRM Modernisation


The CRM is the heart to any modern business, and the data that flows into that CRM is the lifeblood. Without the entire organisation having a clear, centralised pool of data on customers and interactions, the interactions with customers will not be as effective, and information may be lost, leading to frustration on the part of the customer (and, ultimately, lost customers).

The challenge that many organisations face is ensuring that their CRM is capturing all the data that it needs to. That’s where Reliance Communications comes in. Much of the customer data is collected through the communications platform, and our goal is to ensure that all of that is captured and available, regardless of who the customer is speaking to within the organisation.


CRM modernisation goals


There are a couple of goals that you should be aiming for with any effort to modernise your CRM system:

  1. App consolidation. You do not want your agents needing to open multiple applications just to get a full picture of the customer that they’re interacting with. As much as possible you want to capture the data into a single platform so that, with a single click, the agent can pull up all the details they need regarding a customer. One example of this in action is Reliance Communication’s ability to integrate 8x8 Work with Salesforce, allowing your business to log each call, with notes, alongside the other Salesforce data, and then make a call from within Salesforce itself.

  2. Automation. Another goal should be to have the data capture happen automatically, so that there is no risk of human error meaning data is lost or overlooked. For example, Reliance Communications has helped many organisations deploy a RingCentral solution that has integrated seamlessly with Microsoft Dynamics 365, and in doing so automatically captures call status, the actual start of a call, the end of it and the duration as data points for future reference. In combination with click-to-dial inbound screen pops, and automatic SMS logging, this solution streamlines the CRM process to ensure maximum efficiency and productivity.


Build for the future now

As the ways in which customers interact with organisations grows, so too will the need for the CRM platform to be robust in capturing data and scaling as necessary. For example, organisations with chatbots now need to track those interactions for the times where the issue is escalated or moved on to a human contact. Capturing social media interactions and adding those to the customer profile are equally important, as it helps to form a complete picture of what the customer thinks of the company.

Increasingly, the CRM is a carefully architected solution, designed to become a “hub” of integrations across the busines. Having a partner like Reliance Communications, that will take an agnostic approach to ensure that you get the solution that you need regardless of the vendor that it comes from, is essential in delivering the competitive advantages that a modernised CRM can provide to the business.

For more information on CRM modernisation, or to talk about how to effectively integrate your communications platform with the CRM, contact Reliance Communications today.

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We’re proud of this prestigious award and we’re just getting started

08 Jun, 2023
Big News Reliance Is 8x8 ANZ Partner Of The Year 2022/2023!  We’re proud of this prestigious award and we’re just getting started Reliance Communications and 8x8 share an uncompromising vision for delivering incredible customer experiences, and we’re thrilled to be such a key 8x8 partner. We’ve been working with 8x8 since 2017, and in that six years we have gained valuable experience with the 8x8 technology stack that provides the expertise to assist our customers to transform and improve their communications and business management. Through hard work and dedication, Reliance has grown to be 8x8’s leading voice in the market, awarded the honour of 8x8 ANZ Partner Of The Year 2022/2023. This award is founded on our commitment to our customers and 8x8. Reliance is dedicated to ensuring every customer has an incredible 8x8 experience. Not only have we just been honoured with the award win, Reliance has been globally certified with complete 8x8 XCaaS accreditation, elevating us into an elite club of expertise. There is only a handful of 8x8 partners in the world with this level of accreditation, and we are extremely proud to know we are in the best position to assist our customers. What is XCaaS? XCaaS stands for “Experience Communications-as-a-Service”, and it’s the epitome of the 8x8 philosophy. Essentially, it brings customer and employee experience together with contact centre, voice, video, chat, and APIs on one cloud-native platform. 8x8 is a pioneer in this area, with XCaaS being the first and only platform of its kind in the market. The way it optimises an omnichannel customer experience with data-driven insights, while enabling employee engagement in a work-from-anywhere world. It’s also totally secure and delivers 99.999 per cent uptime. We know from our conversations with clients that these are two major concerns. Cyber security is a bigger headache than ever, and every minute the communications system is down, is money lost. XCaaS solves these problems and is wrapped up in a solution that is ideal for everything from small businesses all the way to large enterprises. Learn more about 8x8 XCaaS here. Reliance is your partner for XCaaS As your fully certified XCaaS partner, Reliance Communications can help you get up and running quickly. We’re here to take the pain out of installing and managing the system, so you can benefit from the innovative features without worry. XCaaS solves what businesses need today and offers a clear and easy pathway to what comes next. Reliance helps you capitalise on the opportunity without undertaking an expensive transformation project, and without investing in internal resources. We’re a true partner to your company and we’ll make sure we get it done for you. We’d like to thank 8x8 for their support. As a managed services provider, the market can be incredibly difficult if vendors don’t support their channel. We appreciate how easy it is for 8x8 to invest into them, as they reciprocate by investing into companies like ours. We’re certainly determined to do everything we can to keep winning this award every year! In the meantime, contact us and we will get you running on XCaaS. It’s all benefits, no fuss.
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