CRM Modernisation: What does it mean?

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:

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.
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.

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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