Enterprise Case Studies: The Evolving Roles of CRM and Contact Center

Sheila McGee-Smith (President and Principal Analyst, McGee-Smith Analytics)

Date: Wednesday, March 20

Time: 8:00am - 8:45am

Pass Type: Entire Event, Tue-Thu Conference - Get your pass now!

Track: Contact Center & Customer Experience

Technical Level: Low

Hot Topics: Decision Support

Vault Recording: TBD

Audience Level: Low

The love affair between contact centers and CRM began back in the 1990s, with companies understanding that a screen pop of information to a contact center agent desktop application would save precious minutes in average handling time. The emergence of cloud-based CRM was quickly followed by cloud contact center, and it seemed the marriage of the two technologies and market segments would be a lasting partnership. But signs of “divorce” are in the air, with some CRM vendors adding first digital and now voice channel management – stepping on the toes of the contact center vendors.

In this session we will hear from enterprise companies about the CC/CRM choice they have made in their contact centers:
--All-in with their CRM vendor to handle their customer interaction management.
--Voice interactions with a contact center vendor and all digital channels with the CRM vendor.
--A contact center solution vendor for all interaction channels, tightly integrated with a CRM as a system of record.

You’ll come away from this session with real-world tips and strategies for reassessing the respective roles that CC and CRM systems could play in your own customer experience roadmap.

KEY QUESTIONS:
* How have end users evaluated the appropriate roles for CC and CRM systems, and what has driven their decision-making in this area?
* What vertical industry and other factors might impact the choices an enterprise makes between CC and CRM systems to handle particular functions?
* What pitfalls and opportunities have enterprises encountered as they reassess and then implement a new relationship between CC and CRM systems?
* How have these enterprises crafted their longer-term strategies around the product roadmaps that CC and CRM vendors have shown them?