Enhancing CRM with Real-Time, Distributed Data Integrations

The world of CRM is relatively slow to change. These repositories still excel at making available numerous types of largely historical data based on user accounts, frequently asked questions, manual notes, and databases containing these and other forms of customer information.

According to UJET CEO Anand Janefalkar, however, CRM is much less effective for real-time data, particularly those spawned from heterogeneous settings involving contemporary applications of the Internet of Things and mobile technologies: “It just takes a different level of focus to not only reduce the latency, not only shift it’s intent, but also have a specific focus on real-time interactions and user experience.”

Nonetheless, there are a number of contemporary developments taking place within the CRM space (and that for customer service in general) that are designed to enrich the customer experience and the service organizations provide their endpoint customers in velocities equitable to that of modern mobile and big data technologies.

Prudent usage of these mechanisms produces “bi-directional, smart, high-bandwidth communication so that way, there are no artificial limits, and there’s all of the options available for someone to really curate and configure their vision of the user journey,” Janefalkar mentioned.

Embedded, Cloud-Based Data Integrations
Embedding contemporary contact center options, typically in the form of widgets or adaptors, inside of CRM makes them suddenly viable for a host of real-time data sources. Many contact center solutions are facilitated through the cloud, so that they offer omni-channel experiences in which users can communicate with the enterprise via text, chats, mobile apps, web sites, phone calls, and just about any other form of electronic communication. Highly competitive platforms “design an extremely meticulous user experience to enable agents and customers to communicate visually and contextually,” Janefalkar said.

By embedding the adaptors for these solutions into CRM, organizations can now make available an assortment of low latent data which otherwise would have proved too arduous to assemble quickly enough—and which can drastically improve customer service. Examples of these data sources include “photos, videos, screenshots, sensor data, [which] is either requested by an agent or sent from the web site or the smart phone app to the agent,” Janefalkar revealed. “All of that gets stored into the CRM in real time.” With this approach, CRM is suddenly equipped with a multitude of largely unstructured data to associate with specific customers.

Decentralized Use Cases
The practical business value of enhancing CRM with low latent data integrations from distributed sources varies according to verticals, yet is always almost demonstrable. Perhaps the most significant factor about this methodology is it enables for low latent integrations of data from distributed sources outside of enterprise firewalls. In insurance, for example, if a customer gets into a fender bender, he or she can use a mobile application to present digital identification to the law enforcement officer summoned, then inform the process with contextual and visual information regarding the encounter. This information might include photographs or even videos of the scene, all of which is transmitted alongside any other digital information attained at the time (such as the other party’s contact and insurance information), and embedded into “the case or the ticket,” Janefalkar said.

The resulting workflow efficiency contributes to faster resolutions and better performance because “when the first agent is contacted, they take this information and it gets logged into the CRM,” Janefalkar explained. “And then, that gets passed over to a claims assessor. All that information’s already there. The claims assessor doesn’t have to call you back and ask the same questions, ask you to send an email with the photos that you have. Obviously, since it’s after the fact you wouldn’t have access to a video of the site, because you may not have taken it.”

Visual and Contextual Data Integrations
The rapid integration of visual and contextual decentralized data inside CRM to expedite and improve customer service is also an integral approach to handling claims of damaged or incorrect items from e-commerce sites. There’s also a wide range of applicability in other verticals, as well.

The true power of these celeritous integrations of data within CRM is they expand the utility of these platforms, effectively modernize them at the pace of contemporary business, and “make them even better by providing a deep integration into the CRMs so that all of the data and business rules are fetched in real time, so that the agent doesn’t have to go back and forth between different tabs or windows,” Janefalkar said. “But also, when the conversation is done and then the photos and the secure information, they’re not going through any different source. It gets completely archived from us and put back into the source of truth, which usually is the CRM.”

Source: Enhancing CRM with Real-Time, Distributed Data Integrations by jelaniharper

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