Automation is the keyword for high performing businesses. CRMs and Automation go together so well—they make things better! There are endless applications for sales, marketing, retention, and customer service… all of which produce data daily.
One main purpose of a call center CRM is to put a copious amount of data in one place. However, data doesn’t add up to anything if you’re not using it to strategize the way your business works.
Also, the more data you have, the harder it is to act on it. That’s why automation is a crucial ingredient in most strategies. Automation is impartial to scale!
With automation, you can carry out all the business processes in a strategy quickly and at lower costs than manual alternatives.
What is CRM Automation?
CRM automation comes in two flavors.
First are the processes the CRM system executes as routine upkeep of records–‘internal’ automation.
- Patching customer records with recent information
- Sliding leads along a sales pipeline
- Monitoring and displaying KPIs
Second, are the processes that impact systems outside of the CRM–‘external’ actions.
- Pushing outbound messages
- Scheduling calls
- Intuitively suggesting next actions
What are the benefits of CRM automation?
Cost savings are one of the major drivers for automation (of any kind), but that’s not where the story ends. Over 50% of contact centers attest to the lack of automation as their toughest hurdles, and they have good reasons to say so.
Automation brings in more sales
Speed matters in sales. There is an unsaid first-come-first-serve criterion when bidding for sales.
This is where you’d thrive with CRM automation. An integrated CRM can set up an outbound call the moment a lead arrives in one of your work applications. What next? Your auto dialer places the call, linking your well-trained sellers with your future client.
Hey! how does the lead reach the CRM in the first place? Well, they may have requested a quote through your website, or they could have simply downloaded an eBook.
Basically, once your systems integrate with your CRM, any expression of interest can trigger some follow-up event.
Your agents will enjoy their jobs more
It’s easy to forget the agents when talking about CRM automation. A prevailing problem for contact centers the world over is the monstrous rate of staff attrition. For a lack of words, we’ll just say it’s bad for business.
In the US alone, the standard retention rate for contact center agents is a mere 25%.
This translates to:
Loss of institutional knowledge–bad!
Money and time lost training new starters–bad!
You must learn everyone’s names again–terrible!
So what causes that high attrition? Well, agents are doing one of two kinds of work. They’re interacting with customers and building relationships or… they’re copy-pasting data from other systems and scrolling through sheets of data.
Can you guess which of these they prefer?
Agent retention is appalling, and this is (partly) why. Firms employ a ‘people person’ then burden them with a data entry job!
You’ll keep more customers
Over 50% of customers will switch service providers after a single awful experience.
Around 70% will rethink their loyalty to a brand based on how the customer service team treats them.
CRM automation affords you the chance to speak with every customer who wants to switch. At the very least, you can give them a reason not to!
In high-value cases, that often means a phone call from the in-house customer retention pros. However, even a well-intended email can also do the job (this is where bonus offers come into the mix).
How to achieve CRM automation
There are two ways through which you can get company-wide automation.
Either you have your developers craft some new software to be the bridge between all your business process software applications.
Or you use no-code automation platforms that don’t limit functionality to a set of predetermined processes. You build up whatever you need with simple components that you just piece together, often with a drag-and-drop interface.
To round things off, it’s worth always knowing (and expecting) that when a human performs a task, they’re error-prone, slow. All of those shortcomings translate to being expensive. Automation always brings huge cost reductions.
So are we saying you should keep humans out of the contact center? Not even. It’s a case of using each resource for the function it’s best suited for. Humans can do service. Computers are better at data entry (especially when automation is at play).
babelforce is a global cloud communications platform focused on No-Code integration and automation. It allows non-technical people to build even the most complex integrated processes for customer-facing teams, particularly in the call center.