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DSC Tech Library
Customer Relationship Management
This section of our technical library presents information and documentation relating to CRM Solutions and customer relationship management software and products.
Providing timely customer service information is vital to maintaining a successful business. Accurate information provided in an organized and thoughtful manner is key to business success.
TELEMATION, our CRM and contact center software, was originally built on this foundation. The ability to modify Customer Relationship Management software is important in this ever changing business environment.
Telemation Customer Relationship Management solution and contact center software is ideally suited for call centers throughout the world.
CRM in the call center and contact center
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Technology analysis
Customer contact center—While traditional call centers handle voice-only customer contact, this term includes all types of channels of customer contact, including voice, e-mail, Web, faxes, video kiosks, and mail. So when is a call center a contact center? The following describes three contact center attributes:
- Multichannel contacts—allows agents to combine two or more media on a single contact. For example, a caller and an agent can see the same Web page while speaking with each other on the telephone or chatting via e-mail.
- Universal queue—provides the ability to route contacts to an agent regardless of channel. The result is that agents are not separated by contact type, but can handle a voice call at one time and at a separate time an e-mail or a Web contact.
- Contact blending—allows agents to handle both inbound and outbound telephone calls via any contact channel applicable to multichannel contacts and universal queue.
- Customer service and support (CSS)—are systems such as help desks and sales and marketing systems that provide frontline support with back-end linkage for interaction with customers (for example, tracking, resolution, and escalation). A CSS tracking system tracks and reports inquiries resolved during the initial contact and those that require follow-up.
Customer relationship management (CRM)—is a business strategy designed to optimize profitability, revenue and customer satisfaction. To realize CRM, an enterprise must implement processes and technologies that support coordinated customer interactions throughout all channels.
Data collection and mining—is the process in which an enterprise collects information about customer behavior and preferences and saves this information in data stores. This information is then mined to identify customers for different marketing campaigns or service options.
Data mart—A data mart contains a subset of the data in the data warehouse and is built on a data model tailored for a specific application or business function. Unlike a data warehouse, a data mart contains only the data that is required for a particular process, application, or workgroup and typically offers much faster query performance than a data warehouse. A data mart can be either a physical construction (with its own separate database) or a logical one (a high-level abstraction of the data warehouse data model). Enterprises choosing between physical and logical data marts must decide whether the performance benefits of a physical data mart outweigh the associated CPU, networking, maintenance, and support costs of an additional database.
Data mining—is the process of discovering meaningful correlations, patterns, and trends by sifting through large amounts of data stored in repositories, using pattern recognition technologies, as well as statistical and mathematical techniques.
Data warehouse—is a central computer repository that stores all (or significant portions of) the data collected by an enterprise's multiple business systems. Data from online transaction-processing applications and other sources is selectively collected, extracted, sorted, and cleaned. Then it is stored in a data warehouse, which is usually housed in an enterprise mainframe server.
Technology-enabled selling (TES)—TES systems employ a mix of software applications, databases, middleware, operating systems, hardware, and applications development (AD) environments. Technology decisions in each of these areas determine application extendibility and integration capabilities over the long term.
Many enterprises employ TES, with field-sales automation as a key component, to improve the effectiveness of their selling operations. Whereas first-generation TES applications focused on automating administrative tasks (e.g., expense reporting), newer applications (e.g., opportunity management systems) focus on shortening sales cycles and increasing sales revenue. These applications rely heavily on corporate and third-party data, which sales representatives use in the field. Although some applications require read-only access to the data, more-advanced TES applications are likely to support read-and-write access as field sales representatives perform tasks such as updating customer account information or taking orders.
Technology-enabled marketing (TEM)—Automating aspects of the marketing process allows enterprises to improve the measurement and evaluation of their activities. The ultimate goal of technology-enabled marketing is to allocate resources to the activities, channels, and media with the best potential return and impact on profitable customer relationships.
Technology-enabled relationship management (TERM)—The concept of forming one enterprise wide view of the customer across all customer contact channels (e.g., telephone, e-mail, etc.) and departments (e.g., sales, customer service, support, etc.). It is a complex area requiring complex solutions to problems of integration, data flow, data access, and marketing strategy. A critical component is the database that serves as the customer information repository.
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