Fine Options with the Customer Interaction

 


Taken in the broad sense, the customer relationship of a company mobilizes two types of systems: on the one hand, systems centered on the management of customer interactions on the various channels ( voice , e-mail , SMS ); on the other hand, business systems designed to analyze and store customer knowledge - mainly CRMs, but also ERP and back-office systems for e-commerce sites.

From an operational point of view, the performance of the company's customer relations depends in large part on the ability to put customer knowledge at the service of the teams that interact with customers, whether for marketing, sales or other purposes. customer service. It is in fact the possibility of accessing, easily and at the right time, what the company already knows about the customer that will allow the salesperson or advisor to achieve their objectives, while offering a personalized experience to the customer. For the Customer Interaction this is important.

Very schematically, three methods allow the two types of systems to communicate and make optimal use of both customer knowledge and interaction management functionalities.

The exchange of messages by web services

This approach consists of making the two systems communicate on an ad hoc basis through a small open connector that automates the action. For example: you are handling a call in the Diabolocom contact center solution. The moment you click in the interface to close this call, a web service can automatically send the result of this call and / or the information captured during the interaction in a third party system - CRM or sales management system.

In the other direction, if you segment and generate in your CRM a list of customers you want to contact, this list can be sent by web service to the interaction management platform to trigger the corresponding outgoing call campaign. The two systems remain independent but exchange information in the form of messages, as much as necessary, without human intervention, and without opening the target application.

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