Last month, I talked about how the corporate website strategy was an essential element of CRM implementation because it is a major touch point of interaction between a company and its customers. Today, I came across a post that triggered another important component to a company’s CRM implementation; that of the company IVR.
As CRM moves towards CEM (Customer Experience Management), all possible areas of customer interaction with a company need to be considered, and a company’s IVR is chief among those. The post I read this morning talks about using Caller ID as an IVR ‘cookie’, similar to the way we use web cookies to track customer visits to the website (the post talks about a specific piece of software, Angel.com, of which I have not used in the past, so I provide no review, endorsement, or criticism of Angel.com). Capturing a customer’s caller ID and linking it to their contact record in the CRM system can allow IVR interfaces to be created that are personalized to the caller, based on products purchased, interests, lead scores, etc.
The Caller ID, while not a foolproof method for tracking inbound calls (but then again, neither are web cookies) provides a good mechanism to identify the caller without asking for any identification, and can present a far better user experience than an endless phone tree. It is this full-circle touch point effort that is at the future of CRM, whether it be in communicating with customers using corporate assets such as a website or IVR, direct touch points such as email marketing, or expanding beyond corporate assets and initiatives to the social universe.
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