Since some contact center software providers offer tools to create a customer database where agents can insert notes and tags, it’s natural that there’s a misconception that CRM and contact center software are the same thing. But this couldn’t be further from the truth. In fact, these two separate platforms should be used together to provide the best customer experience possible.
What Is CRM?
CRM – or customer relationship management – is any software or strategy that helps companies organize and access customer data, including anything from a handwritten customer file system to cloud-based digital databases. CRM platforms connect all company departments, allowing everyone to be on the same page for improved team coordination. This enables employees to offer clients a personalized experience, which increases customer satisfaction and loyalty.
What Is Contact Center Software?
Contact center software enables businesses to deliver seamless customer support. Its core features focus on allowing you to route customers efficiently regardless of the communication channel they’re using, such as phone, social media, or email. However, you’ll find that more comprehensive platforms provide CRM-like features. Agents can add notes to customer logs, tag colleagues on specific issues, etc. But unlike CRM systems, these are usually more basic and bound to only one department.
Why Integrate CRM With Contact Center Software?
First of all, it’s important to understand that CRM doesn’t allow you to interact with customers. It’s a platform to be used exclusively for data management, after all. So, the very first reason to have both systems working together is the ability to take advantage of all the customer information you’ve gathered so far and put it to good use.
On top of that, by integrating your CRM system with your contact center software, all information is automatically updated. For example, suppose that a client gets in touch with a company for assistance. Instead of the logs staying within the contact center platform, this integration automatically updates the customer profile, allowing other departments to know the customer’s complete journey. This is especially beneficial for sales teams, as they will have thorough information on all contacts when running automated dialing campaigns or sending out newsletters.
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