| Experts
Archive |
 There has been a certain amount of scepticism surrounding CRM in the past, but now it seems like everyone is doing it. Is this the case?
Andy Wood, MD, GI Insight |  |
Communicating intelligently with existing customers is critical, and marketing spend is heavily weighted towards this pool. But businesses cannot afford to neglect prospecting activity. So, what techniques can businesses adopt to ensure that the search for new customers is both targeted and cost-efficient ?
David Jefferies, Marketing Director, Pitney Bowes | |
How can I apply the principles of unified communications to CRM to boost productivity and enhance service?
John P. Joseph, VP Corporate Marketing, Envox Worldwide | |
What makes excellent service?
Mark Greatrex, Product and Services Director, Lakeview | |
What are best practices for displaying ads in email newsletters?
Andrew Osterday, Solutions Director, eMarketing, Premiere Global Services | |
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 | Patrick Hayes, Managing Director, BearingPoint Inc. You Asked
What are the business and technological benefits of IVR-CRM data integration? | | |
The Expert's Answer
There are indeed two types of benefits with the IVR to CRM data integration. On the business side an IVR to CRM Data integration usually provides increased levels of customer satisfaction by improving the customers self-service capabilities and thereby increasing the "through-put" to completion of the customer's interaction with the company. The customer's through-put or workflow may be a account edit or change, a order status update, a bill payment, a service request and so on.
Customer experience research continues to show that the ability to self-manage and self-serve receive very high ratings as a desired "expectation" on the part of the customer. However, the customer also indicated that they don't receive these types of capabilities often enough from their various providers. So, the analysis suggests companies will gain not only significant operational improvements by deployinng this set of capabilities but they will further improve the overall customer experience.
The more a customer can do as an empowered user then generally the happier they are. This satisfaction is really the first step to a more important dimension, which is increased customer loyalty. Over time the improvements in a customer's loyalty will lead to that customer becoming a company advocate- a fully actualized and symbiotic customer experience.
On the technical side IVR to CRM data integration, when well designed and using a service-oriented architecture (SOA) approach will reduce the total cost of ownership of the technologies (costs of acquisition, installation, maintenance, and operating.
This reduced infrastructure cost is reliant on the overall solution design to incorporate the productivity enhancing capabilities, such as optional automated speech recognition and text-to-speech functionality, multiple language support, Voice Extensible Markup Language (VXML) support, and creating IVR workflows/scripts, using standards-based technologies and practices.
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