Rafael Melo Rangel

If the consciousness business is aimed not only to acquire new customers but to keep them, retain them and establish relations of long term with each of them, the Organization will be ready to undertake a project of CRM from a Contact Center System. The new tool will support the relationships with customers for the activities of acquisition, maintenance, transaction, promotion, recovery and customer loyalty. The Contact Center can be used for any activity that the company developed in its value chain, from basic information, care providers, management of orders and orders, markets and intelligence data to individual relationships with customers, capture and care of requests, help desk, marketing, sales, collections and support services, among others. When you start an internal project, it is important to define the return on the investment. For this reason my experience in more than 100 centers of contact in different countries of America, allow me to add something to the question where start?. There are four basic disciplines of CRM: a) technology-enabled sales b) service and standard c) marketing analysis and d) e-commerce customer support. We should start a CRM project with all disciplines, capturing, loyalty and profiting to customers through an individualized handling. But that is not a process that will make the evening to the morning; It requires time.

We must begin by something, which yield investment and attractive to the financial direction. Why in most contact centers that we have had the privilege of riding, we have initiated by the first discipline, making telemarketing of entry and exit to functions specific to sales. Management of relationships with new customers, especially the capture of requests for information, taking the process to closure or negotiation. Simultaneously make an out bound or output to promote and attract new customers or calls for monitoring of the best prospects generated by advertising. Good management information, the level of service and multiple negotiation and transaction management tools, makes that, results are excellent that justify the investment in the contact center.

Thus in the Pocket we will gradually implementing the other disciplines, continuing with the service and support to customers. While each contact and each applied strategy of relationship marketing, represents a cost by the value of the call, operator, soft, etc., compensation arrives immediately through the increase in sales, decreased or optimization of the advertising and the improvement of the quality of care. In short, a Contact Center is the best opportunity to create a dialogue with customers, listening to them, answer your questions, meet them, collect valuable information about them, build close long-term relationships, generate loyalty and obviously achieve a greater number of sales.