Solution Provider Witness Systems is a leading provider of business- driven customer interaction recording, analysis and electronic learning software that enables companies to enhance their customer contacts across multiple communications media. Witness Systems Sales Phone 888.3.WITNESS [email protected] ☎ 136 • Defying the Limits Evaluate Before You Implement Measurement is key to evaluating and assessing CRM performance. One of Canada’s largest CRM outsourcers uses eQuality to investigate anomalies in data and analyze agent behavior patterns to isolate business challenges, identify new revenue opportunities, determine process effectiveness and better train its staff. As a result of the feedback delivered through eQuality, the company re-engineered its user interface to allow for greater efficiency as agents input cus- tomer information while in session. Inspect and Improve Your Processes A major challenge of any successful CRM implementation is correctly identifying and defining business processes so you can meet your CRM goals. A CRM process redefines how you complete work affecting your customer -- from customer service, the order management cycle, order entry, logistics, manufacturing, and of course sales, marketing and engineering. During the “fit-gap analysis,” you might want to record specific existing business processes you know need improvement. However, does your company really under- stand existing business processes? Find out exactly what processes you have and what goals you want the CRM application to help you achieve. After all, automating a bad process doesn’t help. What about the processes you don’t realize have the potential for improvement? Or processes you may not even know about because users have developed some type of shortcut? The powerful advanced business-driven recording capability of Witness Systems’ eQuality suite enables you to capture interac- tions based on business rules that address your specific business needs. For example, capture interactions with high-value customers; those regarding specific products or marketing campaigns; interactions relating to an existing service request; those with a specific severity level, or by other user-defined selection criteria to evaluate the process behind those types of interactions. Optimize Your Technology Deploying and implementing the technologies that minimize or eliminate labor-intensive tasks isn’t always a simple process. How can you know if you are getting the best use of the CRM tool so you don’t miss key functions? The Witness Systems quality monitoring solution captures and replays actual synchronized voice and data screen interactions so you can view actual screen detail usage. For example, see how a call center agent answered a call, typed in the customer’s name, began reviewing the customer’s account information, and then see at what point the agent clicked to go to another screen. You can evaluate how the CRM application needs to integrate with other applications in your enterprise. Witness Systems: Optimize and Protect Your CRM Investment With Multimedia Recording and Analysis http://witness.CRMproject.com T o meet the ongoing challenge of delivering superior customer service and sales results, more and more companies are investing heav- ily in Customer Relationship Management (CRM) applications. After all, in good or tough economic times one sure way to hurt your bot- tom line is not to invest in customer satisfac- tion. And the quicker any business can realize a return on a significant technology investment, the better the value of the investment. Facing hefty CRM software expenditures and intricate implementation timetables, forward-thinking companies are looking for ways to protect and optimize their CRM investment. The synergy between the Witness Systems eQuality™ software and all phases of a CRM rollout -- from people to processes and tech- nology -- can optimize your firm’s return on any CRM investment. The eQuality software suite of multimedia customer interaction recording, analysis and e- learning management applications provides an integrated, closed-loop system for continuous performance improvement in the contact cen- ter. By integrating the eQuality solution with your enterprise CRM applications, you can opti- mize your CRM implementation and leverage and protect your investment. For example, the eQuality solution can inte- grate with enterprise CRM applications and trigger recordings of any CRM event you define. The system records and stores what’s taking place, allowing you to replay a true picture of how service or sales representatives interact with the CRM application. eQuality provides a clear indicator of how easy the CRM software is to use, which tools agents prefer and how well they have been trained to use different features. Further, many leading companies are also leveraging the eQuality solution as an instrumental tool for judging how reps are using newer multimedia tools, such as email and Web chat, protecting the investments made to support these channels. Figure 1 – eQuality optimizes all phases of a CRM rollout – from people to processes and technology – and enhances your firm’s return on any CRM investment.