The term "omni-channel business" was first formulated in 2003 by the American retail giant BestBuy, which was the first to implement it in its work with its customers. The goal is to create a single system for working with the consumer through all available offline and online sales sources. Omnichannel in CRM solves this task.
Options for interacting with the customer
Today's companies that want to succeed, especially in commerce, need to have many sources of sales. This offline, telephony, e-mail, social networks, messengers. Also, feedback or order forms, call-back and chat are popular. The more channels of communication with clients, the better. But can every business handle them all on its own, especially if customer traffic is growing? After all, requests from all sources can come in from both existing and potential customers.
How not to miss a single message and at the same time provide quality processing of each request in a short time? You can increase the staff, hire personnel who will separately handle requests in messengers, or monitor social networks. This would increase costs and complicate business processes.
In addition, the waiting time for customers will increase significantly, and this will not be the best way to ensure their loyalty to the company. Modern companies have come to the aid of computer technology, which has implemented omnichannel in CRM. You can not go into all the details, but just order moving software.
IMPLEMENTATION OF OMNICHANNEL IN THE CFM
Omnichannel CRM system when a potential client contacts the company through any sales channel, it starts a lead card on him. Further, not only personal and contact information, but also the history of communications and purchases is recorded. Identification of client occurs automatically, regardless of the channel of treatment.
Customer card. Following the example of the CRM in the dental clinic.
The CRM-system captures all requests from existing and prospective customers of social networks, messengers and other sources. They are then transmitted for processing to the responsible for the client sales managers or the least busy employees.
The manager responds to the request, and the system sends it back through the same channel it was received. Thus omnichannel in CRM allows you to automate all the routine tasks associated with accounting and processing of requests from customers on all existing sales channels. The human factor is minimized, which means that not a single request will be lost.
POPULAR ENGAGEMENT CHANNELS
Omnichannel in CRM-system will help to monitor and respond quickly to customer requests not only from social networks and messengers. Consider the principle of working with other sales channels:
feedback forms on websites, online stores, or mailing lists. When you send a request through such a form, the data will be transmitted to the system, and the request itself will be sent to the manager;
online-chat - this is one of the favorite ways of communication that clients choose. You can place such a chat on the site or in the online store. The principle of interaction with the user through this channel is similar to the previous ones;
e-mail. Mail trackers integrated in the CRM transmit all correspondence and requests from the mailbox into the system. So the operator doesn't need to spend time on controlling and updating the mailbox;
self-service portal. On the portal, customers register their requests, track the progress of work on the applications. They can evaluate the quality of the service provided.
It turns out that the omnichannel CRM system locks absolutely all the work on monitoring and rapid response to customer requests. Company personnel only need to receive and process requests that come from different channels into a single operator window. Built-in analytical tools in the system allow to identify weak sales channels and inefficient managers.
SINGLE OPERATOR WINDOW
In CRM systems, omnichannel is implemented in a single window of the operator.
Thanks to this he can quickly interact with customers and colleagues. You don't have to switch to different parts of the system while performing tasks. Virtual telephony and e-mail can be handled in a single window.
A corporate social network has been created to improve internal communication. The function allows you to handle the request queue, route messages and track your own KPIs.
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