Contact Centre

Automating the lead to cash process in your call centre by integrating your Salesforce CRM system.

Business process automation can transform any call centre very quickly by eliminating administration bottlenecks, reducing the cost of service/product delivery and facilitating high growth. Two major components of a telemarketing company's client acquisition and customer service (AKA 'lead to cash') are its outbound call centre and CRM system. 

Until now however the extent of integration between the two systems has been limited to basic CTI type features like 'click to call' and 'screen pop' whereby the call centre agent can make a call from the CRM interface by clicking a phone number and viewing 'popped' inbound caller records, respectively. Whilst these features are useful there are still manual tasks which inhibit true workflow automation, such as manually clicking to make the phone calls. Manually making phones is the largest contributor to wasted time in an outbound call centre and the choice of dialler can make or break an organisation that relies on high volume calling. 

Most outbound marketing companies do have a dialler these days although the extent of CRM integration is generally limited. By fully integrating the two systems using standards-based application programming interfaces (APIs) full automation can be achieved. Workflow is a term used to describe the tasks, procedural steps, organizations or people involved, required input and output information, and tools needed for each step in a business process. A workflow approach to analysing and managing a business process can implemented through a CRM workflow 'engine' which uses an application programming interface (API) to integrate several systems, eg a hosted dialler. 

The workflow engine is able to automate several processes ensuring that the desired outcome is always the same and is very cost effective due to the elimination of human time. In summary the hosted dialler can control the CRM system and the CRM system can control the dialler without human intervention. This enables the following typically manual tasks to be automated: 

The benefits of an integrated CRM and hosted dialler system: 

- High volume data calling is performed by the dialler which only presents human answers to the agents and at the same time loading the lead onto the Salesforce database and 'popping' the client record to the agent on call connect. This results in agent 'talk time' being increased by 300%

- Automated business intelligence from the two systems can be combined on the Salesforce CRM interface saving wasted time and providing information on the health of the automated process itself. - Data flow between the two systems. This will reduce data “clogging” on the Salesforce CRM system and the associated administration time for data housekeeping. Dead, stale data is left on the dialler list increasing the value of the CRM database. 

- Traditionally manual tasks can be automated by setting the dialler to trigger workflow routines on the Salesforce CRM system and visa versa. This means that the agents can focus on selling and fewer admin staff are required. 

- Moving back and forth between the dialler interface and the CRM interface can lead to lots of wasted time and increased training requirements. Hostcomm’s hosted dialler can be controlled by the CRM interface so the agent can disposition, pause, resume, stop recording, start recording and many other actions using only the Salesforce CRM interface. 

- Manually phoning CRM contacts can be very time consuming so clients can be called by adding them to the dialler calling list from the Salesforce CRM system. The dialler will only involve the agent when the call connects saving lots of wasted time. 

- Processing web form leads manually using email can result in the lead going cold and competitors winning. This can be automated by injecting the lead directly into the dialler for an instant call back. 

The above improvements will fully automate the 'lead to cash' process in your business freeing up its staff to do what they do best; selling, providing customer care, acting on high quality real time business intelligence and developing the culture and brand of the business. All of this can be achieved effectively with the right business process automation which allows call centre staff to 'fire and forget' tasks knowing that outcome will always be the same and at a consistent level of customer service. An example of such an automation is as follows: 

Mortgage application automatic process flow 

- A potential client fills in a web form which is automatically loaded onto the dialler database. 

- This 'lead' is called back 1 minute later and qualified by the agent. The call is recorded. 

- Alternatively the dialler is loaded with raw data and a cold call is made to the potential client. 

- The potential client agrees to receiving a loan application and introductory letter which are automatically sent once the agent sets the lead status (disposition code).

- The client receives an automatically sent SMS text confirming that information is on its way and thanking them for their time. 

- The workflow engine sets a follow up call for 3 days time (unless the client calls in or the completed loan documents are received). 

- The client does not return the documents so a follow up call is automatically made which screen pops the client's CRM page. 

- An appointment is made and an appointment checklist is emailed to the client by the CRM system. 

- The Loan adviser places a call to the client using 'click to dial' on the CRM interface prior to the appointment. The call is recorded and logged. 

- The client emails a scanned loan application to the CRM auto-doc loader address which sends an email confirming receipt. 

- The application is forwarded to the lender after being checked by the adviser. 

- The lender approves, the status is changed which flags the account for a follow up call to the client. 

- All information relating to the above transactions are stored on the client account, which the client has a login to. 

Modern business processes are becoming increasingly complex, yet results have to be produced in shorter and shorter intervals. Automating your business processes can be surprisingly cost effective and with little disruption to your business. For example introducing a hosted dialler and making the integration with your existing Salesforce CRM system can be done within 48 hours and with little training. This is because a hosted dialler eradicates unnecessary process steps so contacting potential clients is simplified. The agents are using the same CRM interface albeit with a few new buttons so the learning curve is short. 

Both the Salesforce CRM system and Hostcomm dialler are available as hosted services which means that the on-premises technical resource requirements are kept to a minimum and the service can be implemented very quickly. An integrated Salesforce CRM and hostcomm dialler system really can deliver something that is valuable to your call centre...lead to cash business process automation. 

For more information on integrated CRM/hosted dialler services please contact hostcomm on 0808 168 4400 or read this article for more information.

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