Technology and CRM
Technology, and especially the technology enabled by the Internet, has had enormous
repercussions for CRM. In many cases, technology has helped to streamline many
CRM processes as well as to cut the costs of CRM initiatives.
repercussions for CRM. In many cases, technology has helped to streamline many
CRM processes as well as to cut the costs of CRM initiatives.
talking to customers: customer service
It is amazing how much technology has changed the ways we communicate with each other. In the same way, it has changed the way that organisations and companies can communicate with us.
email
Perhaps one of the first customer service developments to come from the Internet is customer service over email. It is standard for websites to have contact addresses as well as telephone numbers, adding an additional channel for customer contacts.
Emails can also be automated to keep customers informed of progress of a transaction, whether it be shipping goods bought online, or the progress of an insurance claim.
Each action within an organisation can trigger an automatic email, serving to ensure customers feel informed at every step.
mobile
Similarly to automated emails, the mobile phone is also being used to keep customers informed of the progress of transactions. SMS messages can be automated in the same way that emails are, again ensuring customer peace of mind.
call centres
Technology such as VOIP (voice over IP) means that voice calls can be routed cheaply over the Internet. Thousands of people keep in touch around the globe with services such as Skype (www.skype.com), and this has impacted call centres as well.
Using similar technology, phone calls can be routed to call centres in any location around the globe. Many companies in developed nations have located their customer call centres in developing nations, where staff and other overhead costs are far lower.
The Internet means that these calls can be routed for a lower cost than in country calls, with minimal loss of call quality. That means that a UK customer calling Lastminute.
com to book a flight, for example, could in fact be speaking to someone in India.
The staff in these call centres undergo extensive training on the culture of the people they will be speaking to, as well as on the ethos of the company they represent. Even though a customer is speaking to someone on another continent, it is imperative for the business that the experience matches their brand as closely as possible.
It is amazing how much technology has changed the ways we communicate with each other. In the same way, it has changed the way that organisations and companies can communicate with us.
Perhaps one of the first customer service developments to come from the Internet is customer service over email. It is standard for websites to have contact addresses as well as telephone numbers, adding an additional channel for customer contacts.
Emails can also be automated to keep customers informed of progress of a transaction, whether it be shipping goods bought online, or the progress of an insurance claim.
Each action within an organisation can trigger an automatic email, serving to ensure customers feel informed at every step.
mobile
Similarly to automated emails, the mobile phone is also being used to keep customers informed of the progress of transactions. SMS messages can be automated in the same way that emails are, again ensuring customer peace of mind.
call centres
Technology such as VOIP (voice over IP) means that voice calls can be routed cheaply over the Internet. Thousands of people keep in touch around the globe with services such as Skype (www.skype.com), and this has impacted call centres as well.
Using similar technology, phone calls can be routed to call centres in any location around the globe. Many companies in developed nations have located their customer call centres in developing nations, where staff and other overhead costs are far lower.
The Internet means that these calls can be routed for a lower cost than in country calls, with minimal loss of call quality. That means that a UK customer calling Lastminute.
com to book a flight, for example, could in fact be speaking to someone in India.
The staff in these call centres undergo extensive training on the culture of the people they will be speaking to, as well as on the ethos of the company they represent. Even though a customer is speaking to someone on another continent, it is imperative for the business that the experience matches their brand as closely as possible.
IM and chat rooms
Instant messenger (IM) allows fast, instant text based chat. Services such as Windows Live Messenger, GTalk and Jabber keep people around the world (and in the same room!) connected. IM can also be an effective customer service channel.
Instant messenger (IM) allows fast, instant text based chat. Services such as Windows Live Messenger, GTalk and Jabber keep people around the world (and in the same room!) connected. IM can also be an effective customer service channel.
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| Example of an IM pop-up on the Rackspace web site. |
When potential customers are on a web site, they may have very quick questions or concerns that they need to have addressed before proceeding with an order. Sending an email with these questions can mean a lengthy period before these questions are answered, and they may be loath to pick up a phone to have the queries answered. In instances such as these, an IM service can easily, quickly and at low cost, solve these queries.
There are two main ways that IM is integrated onto web sites. The first is customer initiated, and the second is initiated by a script on the web page being viewed.
Customer initiated IM involves indicating clearly to a customer that the IM channel is available, while giving clear instructions on how to use it. Many free chat clients may be easily integrated in this way, such as Skype and Meebo (www.meebo.com).
A script can also be used to initiate a chat with a potential customer. When a web visitor has been on a web page for a fixed period of time without performing any action (such as clicking on a link), a window can appear in the browser asking if they would like to chat with someone about the products on offer. The web visitor can then either close
the window and continue on their own, or can choose to chat. If the latter is chosen, a
customer service representative will then commence to chat to the consumer.
This can be extremely effective for complicated or expensive purchases. At the point of decision-making, the organisation can provide personal support and reassurance.
There are two main ways that IM is integrated onto web sites. The first is customer initiated, and the second is initiated by a script on the web page being viewed.
Customer initiated IM involves indicating clearly to a customer that the IM channel is available, while giving clear instructions on how to use it. Many free chat clients may be easily integrated in this way, such as Skype and Meebo (www.meebo.com).
A script can also be used to initiate a chat with a potential customer. When a web visitor has been on a web page for a fixed period of time without performing any action (such as clicking on a link), a window can appear in the browser asking if they would like to chat with someone about the products on offer. The web visitor can then either close
the window and continue on their own, or can choose to chat. If the latter is chosen, a
customer service representative will then commence to chat to the consumer.
This can be extremely effective for complicated or expensive purchases. At the point of decision-making, the organisation can provide personal support and reassurance.
