applications enable organizations to automatically track and measure customer requests, incidents and fulfillment so they can gauge how well the call center is performing and recognize where improvements are needed.
The potential result of all this is that customers receive
faster and more responsive service
and are therefore more likely to be satisfied with the interaction and will want to keep doing business with the company. But the benefits of CRM systems in the call center go well beyond improved service and customer retention.
Call centers can feed customer interaction information into databases, giving organizations a valuable data resource to use for marketing programs, advertising campaigns, sales efforts and other customer facing business processes.