CRM in the contact centre

Bringing CRM into the Contact Center

Wielbert Collinson, ITSM Consultant

OTRS

Responding to CustomersA brief history of call centers

acdivr

Evolution of Customer Channels

phone fax

email

chat

forums

twitter

facebook

co-browse

web self-service

sms

linkedin

mobile

1970’s

1980’s

1990’s

2000’s

2010’s

Evolution of Call Center Names

Customers Aren’t Happy With Us

Harris Customer Satisfaction Survey June 2012

• Are frustrated because you don’t know my history75%

• Say you know nothing about me after the call61%

• Escalated issues to a supervisor41%

• Escalated issues via social media21%

CRM Drives Customer Engagement

Creating Customer Experts

CRM Drives Customer Engagement

Make every agent more effective every time they engage 1 on 1 with every customer.

Answer Three Fundamental Questions

• How can we better understand the needs of every individual customer?

• How do we empower every user to engage successfully with their customers?

• How can we deliver a consistent experience every time?

Answer Three Fundamental Questions

• How can we better understand the needs of every individual customer?

• How do we empower every user to engage successfully with their customers?

• How can we deliver a consistent experience every time?

every customer

every user

every time

Contact Center Technologies

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Communication Infrastructure

Workforce Optimization

Customer Relationship Management

Agent Desktop

OTRS in the Contact Center

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• Case management • Knowledge base• Self-service portal• Real-time analytics• CRM accounts,

contacts

Contact Center Technologies

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Customer Relationship Management

Agent Desktop• Case management • Knowledge base• Self-service portal• Real-time analytics• CRM accounts,

contacts, offers

MobyDick-OTRS Connector

Features:• Can be installed as an ISO file on a virtual machine or on the server

• Easy configuration in the OTRS Sysconfig by entering the MobyDick IP address and created REST user in MobyDick

• Custom fields and length of phone number can be configured

• Easy mapping of user names in OTRS and MobyDick by using the same Active Directory or identical names

• New “Telephony“ menu in OTRS

• All past calls at one glance in the Call History

• Incoming caller is identified by OTRS and shown in the “Active Calls“ field and with one single click on the customer name you go to the Customer Information Center to create a phone ticket

• Call directly from the OTRS Customer Information Center by clicking on the phone number in the customer information box

• When using the MobyDick Client instead of OTRS the following features can be configured:

- A call creates a new ticket automatically

- A call opens the customer entry in the OTRS Customer Information Center

- A call shows all tickets of the customer in the OTRS Customer Information Center

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Your Asterisk Voice over IP Telephony System - User friendly with countless possibilities paired with one of the best known and most comprehensive ticket systems available

Seriously Easy Equipment

The configuration of OTRS-MobyDick connectors is very easy to carry out and is achieved by using the OTRS Tab in the Administration interface. In the MobyDick client, you are

only required to set up a REST User and transmit the data to the OTRS. Within a couple of clicks, you can couple your MobyDick with OTRS.

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All Telephony functions directly available in OTRS

You can see within the Ticket System, with whom you converse and for how long. In Addition, you can also review all the tickets from your customer directly from the call list. You are also able to call your customers back immediately over MobyDick directly from

OTRS using the stored numbers.

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MobyDick Desktop Client Integration

When using the MobyDick Desktop Clients as opposed to OTRS the following actions can be configured:

• Automatic Ticket Generation resulting by calling• Automatic opening of the OTRS Custom Information Centre and all entries

regarding the called customer, when calling• Automatic display of all Tickets concerning the called customer upon calling.

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Customer Engagement Success Factors

What?

• Optimize Pre-Call Work

• Call deflection and skills-based routing

based on customer data

• Reduce Unnecessary Talk Time

• Screen pops with customer data

• Increase Helpful Talk Time

• One social agent desktop for all systems

• Reduce Wrap-up Time

• Easy UX, fast data entry, automated

business processes

Why?Improve Agent Productivity

Improve Customer Satisfaction

Create Customer Loyalty

Retain Best Agents

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Engage and Build a Relationship

Make every agent more effective every time they engage 1 on 1 with every customer.

Thank You!Wielbert Collinson

@hitisem

#OTRS