The CRM and Disruption in the Contact Center
I am very much looking forward to attending CRM Evolution in NYC next week. I am honored to be sitting on some very good panels with great people. At first glance, the panel discussions are only loosely related. After all, one is about “Disruption and the Lean, Mean CRM Machine” the second is about “The Intelligent Contact Center“. How can they be related – after all one is about CRM and the other is about the Contact Center. Unless of course, people in Contact Centers use CRM Software – if you ask them what they use, CRM is actually an unlikely answer!
To quote Michael Krigsman, moderator of the first panel “The world of CRM has changed profoundly during the past several years. New trends, such as the cloud and social, have changed the way users and vendors view the entire CRM landscape”. The additional question which comes to mind, what do customers think about all of this? Which parts of CRM – or Contact Center technology are truly disruptive to customers? The customers do not really care where the system is, as long as their problems are solved. Or is there more to it? As an end user, does the technology in use have meaning to you?
The second panel, one which i submitted to the conference and asked Esteban Kolsky to moderate takes a look at the contact center. The primary customer of CRM right? “Technology advances allow for a seamless customer experience; are your teams able to keep up? How do these technologies combine to improve customer experience?” With technology advances allowing for better experiences, are companies actually providing better experiences? What is the actual relationship between CRM, technology and process and the contact center? A quick thought is that the contact center allows for the combining of data, information, through technology allowing the people and systems to make smart decisions. But, is that all? What about the human factors, engagement and relationships – where do these important aspects fit it in? Technology cannot solve that problem, though it can help.
I hope to see you in New York!
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