How to Integrate Your Call Center CRM
Call center CRM integrations come in one of two forms: native or third-party.
Native integrations leverage built-in CRM systems. Typically, these native, built-in systems are leaner applications developed especially for use by contact center sales teams and agents.
Third-party software integrations utilize APIs (or application programming interfaces) to connect contact center software solutions with the full capabilities of an external CRM solution. For instance, Convoso’s cloud-based contact center software is able to seamlessly integrate with popular CRMs like Salesforce, Zoho, Microsoft Dynamics, Hubspot, and Zendesk.
Which type of contact center CRM integration is best for your operation will depend on the complexity of your business and its budget. For instance, leaner sales teams with smaller budgets may be able to perform quite well while using a native, built-in CRM integration that automatically updates lead information and performs basic list management tasks. However, more complex contact center operations—those more likely to already possess a preferred CRM system—will benefit from the more robust capabilities offered by a third-party offering.
In either case, contact center teams of all stripes will want to choose their software wisely and select an option that enables them to enjoy the benefits of CRM integration.
The Benefits of Contact Center CRM Integration
A study of leading contact centers zeroed in on the top three issues standing in the way of efficiency and great customer experiences:
- 57 percent of companies said they had difficulty connecting all service processes
- 54 percent said different departments and teams are siloed, making collaboration difficult
- 50 percent said they lacked automation, requiring them to rely on manual processes
The right approach to contact center CRM integration can help alleviate these issues by offering the following benefits.
Increased Efficiency and Automation
Today’s contact centers need to utilize a range of channels to reach, convert, and retain customers. With increases in call blocking and flagging hampering contact rates, they can no longer rely on just voice—they need SMS, email, social media, and more.
However, that doesn’t mean they can just add those outreach channels and expect overnight success. To implement a truly omnichannel contact center strategy, those channels need to be unified with data. A CRM integration can do just that, by consolidating leads and customers’ cross-channel history, purchase data, and more in one place.
Importantly, CRMs will also do so automatically, meaning that every time a sales or support rep engages a customer—on any channel—they’ll have the latest information that they need to close a deal or solve an issue. Rather than rely on time-consuming manual data entry in various spreadsheets, the modern CRM helps deliver contact center automation for greater efficiency.
Improved Data Access Breaks Down Silos
This last point doesn’t just elevate a call center’s efficiency in dealing with customers and prospects, though. By creating a central data source of customer knowledge and company performance, different departments—from marketing to sales to customer service—can more easily share insights and collaborate.
Better Sales Performance
All together, the automation, increased efficiency, and improved access to data delivered by contact center CRM integration can lead to better sales performance. Leveraging CRM data, both inbound and outbound calls can be routed to the agent best-equipped to handle that call, thanks to rules-based smart routing. In turn, that agent will be equipped with the data they need to deliver a personalized sales experience. (They can even utilize dynamic scripting software that incorporates CRM data right into their sales pitch.)