Benefits of Integrating Your CRM Platform with Your Call Center System


Do you know what differentiates call center CRM Software from Contact Center Software? If you answered no, you’re not alone. A survey conducted by Harris Interactive found that 87% of adults do not know the difference. So, let’s take a look and see if we can clear up the confusion.

Breaking It Down: CRM Software and Call Center Software

The basic distinction between call center CRM software and contact center software is this:

 CRM Software is used to track and manage customer information.
 Contact Center Software automates and standardizes the process of receiving and responding to customer contacts.

While the two technologies are distinctly separate, they are also highly complementary, and they work better when used together. The CRM Contact Center integrates the data stored in the call CRM system with its contact management tools to turn it into productive intelligence for sales teams and customer service groups, and to promote relationship building. Contact center software does its part by enriching the CRM with features for automating outbound contacts, routing inbound contacts to the right places, and pushing screen pops of customer information to agent desktops.

Contact Center Software encompasses a range of applications and tools that help customers and businesses get in touch with each other. (Read Call Center Software 101: Introduction to Customer Contact Technology to learn more.)

So, what do we mean when we talk about call center CRM Software? Keep reading to find out!

CRM Software Purpose


What is CRM Software?

Customer Relationship Management (CRM) software is technology that helps track customer data. Name, address, contact details, ordering histories, preferences, etc., are all elements that can be managed with CRM contact center software. When all of that information is connected, it presents a holistic view of the customer, making them more than just a one-dimensional entry.

Some of the core elements of a call CRM system include:

  • Marketing Automation: Technology that automatically manages marketing processes and campaigns and handling repetitive tasks such as email marketing, social media posting, and even ad campaigns more efficiently.
  • Sales Force Automation (SFA): Refers to handling parts of the sales process by software tools (such as Salesforce) to streamline management of business leads, sales forecasts, team performance, etc.
  • Customer Reporting: Having visibility into real-time stats and daily operations is critical for managers and company executives, so they can make informed decisions. CRM contact center systems provide reporting on valuable information for sales, marketing, and customer care activities.
  • Case Management and Customer Service: An effective call center CRM software toolset includes the ability to track customer issues and can tie multiple inquiries to a single customer record for complete contact histories. It provides easy access to agents to find the information and can also help guide them to a solution.

To get the benefits of the symbiotic partnership, your call center software and your CRM software must talk to each other. Linking the systems gives your agents fast access to all of the customer’s history on one screen, so they can provide a better customer experience, and your entire team can improve efficiencies.


6 Benefits of Integrating Your CRM Platform with Your Call Center System

  1.  Seamlessly log calls and other interactions (email, SMS, webchat)
  2.  Create automated outbound dialing campaigns
  3.  Match customer records with data, including contacts, orders, past issues or questions, etc., for inbound and outbound contacts
  4.  Route omnichannel contacts to the right agents
  5.  Prioritize high-value callers or those with open incidents
  6.  Support click-to-dial functionality

Choosing the Right CRM for Your Business

There is no shortage of Call Center CRM Software options on the market. So, it’s important to understand your business needs and find the one that best matches those priorities. Some questions to ask might include:

    – Will your customer data stored accurately and securely?
    – Will all of your teams will have access to the right data to do their jobs?
    – Can we share information across all channels automatically, without tying up resources?

And of course, it’s critical that the call CRM platform integrate seamlessly with your contact center software.


Learn More:

Solutions: Noble SmartEngage
Connect Your Salesforce CRM with the Power of the Noble Contact Center. Noble’s Salesforce Integration unifies the desktop for your sales or service representatives, giving them fast access to customer information and contact tools to improve speed-to-lead and service response.

Blog: CTI Technology – The Key Ingredient in Your Customer Experience Recipe
In the “Experience Economy” customers seek experiences over products and services. It’s not surprising that customer experience (CX) has become the differentiator between market winners and losers. Ensuring that your employees are well-trained and have the tools to deliver remarkable experiences is vital to success. CTI (Computer Telephony Integration) is a key component to mixing up a competitive advantage by providing memorable experiences that build loyalty and keep your customers coming back.

Ask a Contact Center Tech Expert: Customer Engagement & CX (Part 2)
Our first Q&A in this blog series focused on an introduction to call centers. In Part 2, we’re taking a look at the next step. Now that you have your call center, how do you focus on engaging our customers and managing the Customer Journey?