Database Reference
In-Depth Information
they do not have better insights into the nature of their customers or customer segments. The prob-
lem is often that there are not enough analytical instruments for evaluating the collated data and
incorporating the insights gained regarding the customers.
SAP CRM Interaction Center has numerous analytical tools that are incorporated with the
interaction center manager portal. The interaction center can find all evaluations regarding chan-
nel statistics, capacity of agent groups, and progress of campaigns on the manager portal.
8.4.2 Capabilities of SAP CRM Interaction Center
The SAP CRM Interaction Center is an integrated solution providing access to all customer-facing
SAP CRM Marketing, Sales, and Service functionality as well as access to the back office SAP
ERP functionality. The interaction center can be integrated with other SAP and stand-alone non-
SAP systems such as contact center software (like SAP Business Communications Management
[BCM] or SAP-certified products from partners such as Genesys, Avaya, Cisco), knowledge man-
agement, and trouble ticketing systems, ATP systems, pricing engines, and even legacy billing sys-
tems. The interaction center provides a complete 360-degree overview of your customers, allowing
you to strengthen relationships and increase loyalty and profitability.
8.4.2.1 Interaction Center Agent Desktop Productivity Tools
SAP CRM provides a set of agent desktop productivity tools designed to enhance the efficiency
and effectiveness of the interaction center agents. For instance, templates are available for agents
when creating e-mails or chat responses, allowing the agent to reuse standard greetings, signa-
tures, and frequently asked questions (FAQs) instead of manually typing every e-mail. Agents
have access to a knowledge base, including automatically suggested solutions that can be inserted
into an e-mail or chat. Similarly, text alerts can be used to remind agents of important customer-
relevant information, such as the fact that a customer is a Gold customer. Interactive scripts can
be provided to agents to step through difficult or complex procedures.
The goal is to free agents from repetitive mundane tasks and to let them focus on value-added
activities. Agents should spend their time helping customers or selling products, not cutting and
pasting or constantly searching for the same documents all day long.
8.4.2.2 Multichannel Integration
Many interaction centers do not have multichannel integration that enables them to integrate
inbound queries or outbound responses across all possible channels to provide a seamless respon-
siveness to the customer. For instance, an incoming caller will get routed to an available agent
by the company's telephone PBX switch, but the agent would not get any visual indicator of the
incoming call or details on the incoming caller.
SAP CRM supports marketing efforts both to the existing and new customers. The interac-
tion center supports marketing efforts directed at inbound customers who contact the interaction
center for service or support. After resolving the customer's issue, the system can propose relevant
accessories or cross sell items that complement the customer's existing products. Telephone cam-
paigns and outbound telemarketing lists can be set up to target new prospects. Additionally, the
interaction center can also be used to qualify sales leads collected from websites, trade shows, and
conferences or external lists. The interaction center is also integrated with SAP Real-Time Offer
