DON’T OVERLOOK CRM AS YOU ADAPT TO PANDEMIC CUSTOMER CARE

​As a consultant, I have the opportunity to work alongside some of the top brands in the world. Over time, it becomes easy to spot trends based on market changes and conversations with clients. I believe we have entered into a significant opportunity for investment within our contact center industry. The goal should be to make sure that investment actually improves the customer experience in a sustainable way.

As companies deal with COVID-19, there is a renewed interest in improving the support and service provided by their contact centers. This has been brought on by the real crisis in customer care we all have witnessed. By now, we have all called a company where the wait time can be an hour or more. An hour-long wait time means stressed-out agents and stressed-out leaders, which might make the C-suite more receptive to investment to bring about improvements in customer care.

With this situation comes a need to “fix it fast” – and that typically means spending money on technology. While this is an opportunity to finally get that new technology you have been eyeing for years, it may also be a good time to upgrade where you have already invested – in your Customer Relationship Management (CRM).

Here are several suggestions for investment to upgrade your CRM:

1. Make customer experience the focus as a first step.Instead of starting with the technology, start with the experience and work outside in. Here is how:

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