In the land before time businesses often would use separate applications for managing the different facets of their business, like call/email/sms campaigns, call center software, and so-forth. Today, the game has completely changed. We’re seeing more and more systems that integrate several, distinct applications all into one user interface (often times a “dashboard”). The user is completely rid of learning several, distinct programs by having such a dashboard-style application. On top of reduced training, agents also produce quicker results by having immediate access to what they need. Furthermore, the business doesn’t have to invest in expensive data migration and other setup-related services.
As an increasingly large amount of Platform-as-a-service providers are appearing, and APIs are becoming available, it’s becoming more and more important that the unification of the data get implemented in modern sales and marketing applications. The unification of program data is what drives usability for a wide range of features and allows programs to “get to know” the users and data.
Take the Voicent CRM for example. It allows for call center employees to easily track the customer through the entire sales pipeline. Using this information, inbound and outbound sales teams can come to a better understanding with the customer about how their needs will be met. If you’re interested in setting up automated workflow rules, it’s got you covered there. These two features alone can save the agent time in determining what the best steps are for the individual account (see Account-based marketing). It’s more than just providing speed for the decision-making process, it’s about providing clarity. The more information an agent has in front of them, the more confident they can be in their decisions, which in turn makes the customer feel much better about making a purchase.