Customer Relationship Management (CRM) is about providing a holistic and transparent a view of the customer as possible, and optimizing a business relationship which is intended to be developed over time. A choice of contact channel options, efficient and effective customer service, relevant offers and promotions as well as being sold to the right products are all components of successful CRM.
Communications service providers look for software based tools to help them achieve this. However many find that the products available do not serve their specific needs and require significant configuration in order to support telecoms-specific business processes. Moreover the software solutions available require highly complex and costly projects in order to integrate with essential IT systems such as billing.
Ericsson’s approach is to provide a CRM product that is designed to support telecoms specific business processes, delivers a high level of usability and crucially, is integrated with charging and billing.
Put simply, it’s about making it as easy as possible for communication service providers to integrate charging and billing with CRM in order to create the highly sought after 360 degree of their customers. This enables them to differentiate with the experience they provide their customers and drive greater level of efficiency in their customer facing operations.
The New Normal: Customer Experience Management
Up to 73% of churning customers do so because of poor customer service, while 55% of all customers would pay more for superior service. That’s why it’s so critical for operators to transform CRM (Customer Relationship Management) into a positive differentiator.
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