The Power of Cloud-based Contact Center Combined with CRM
The old paradigm for a contact center was a windowless room staffed by agents operating phones on their desks. Modern contact centers are supported by cloud-based technology that allows agents to work anywhere.
“For a long time, the contact and call center felt very physical,” says Jono Luk, vice president of product management for Webex by Cisco. “You had call center spaces. I think in this new digital world, the reality is that everyone can interact with a customer.”
Customer relationship management software, meanwhile, acts as a “single source of truth” that lets customer service representatives understand what products customers use and what the revenue implications are, says Mike Stowe, senior director of developer marketing at RingCentral.
By combining a cloud-based contact center and a CRM, businesses get a 360-degree view of the customer journey, says Gayathri Krishnamurthy, associate vice president of product marketing at RingCentral.
“You’re bringing the two systems together, where one has the data power of customer insights, with details across channels and across multiple departments, and the other one is all about engagement,” Krishnamurthy says.