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The idea of integrating information throughout the organization makes logical sense when you look at the big picture, but the reality is that not every company recognizes the value in such a process. In fact, different divisions of the company traditionally use separate systems for capturing, evaluating and generating information.

When the company operates a call center as its main interaction point with customers, however, separate systems actually drives higher costs. In a recent Contactual (News - Alert) blog, the idea was explored in financial detail.

Consider that call center supervisors estimate that the average time it takes for their agents to gather customer information is 23 seconds. This amount of time is generally worth $1.05. If 40 agents are working within the call center, 23 seconds per call can run the organization $45,000 in lost productivity per month as the information gathered is information the company should already have or information that can be gathered through an IVR system.

When CRM is integrated throughout the organization, customer information can be easily integrated into the screen pop within the call center application. This process significantly improves performance and even a 20 percent improvement in the efficiency of the call handling can equal as much as $110,000 in savings every year.

Measurable savings such as these certainly offer a great value proposition for CRM integration, but the benefits don’t stop there. Information that is integrated across multiple platforms helps to create virtually unlimited opportunities in cross-selling and up-selling as customer needs and preferences are placed right in front of the agent.

Agents gain a single, integrated view of the customer with which they are engaged and can determine whether or not services are up for renewal; if there is an incentive available for the customer based on buying history; and even preferences for certain products or services. This approach not only drives revenue, it also increases customer loyalty rates and reduces overall churn.

Integrated CRM allows for the facilitation of valuable insight in real-time. This improves customer service levels, instantly identifies the most profitable customers; and provides tools to enable call center agents to convert money-losing customers into profitable ones.

Contactual offers a proven CRM integration, out-of-the-box solution that integrates easily with Salesforce.com and NetSuite (News - Alert). Contactual solutions have a demonstrated ability to increase operational efficiency through the prioritization of routing based on the data stored in the CRM system.

This CRM integration also increases agent productivity with integrated one-click dialing out of the CRM application and reduces the frustration of the customer by “popping” the caller’s account information to the agent as soon as the call comes in. Such an approach improves the overall experience for all involved, reducing costs, improving customer service and helping agents to succeed.