Integrating Siebel 7.8 CRM Services with Oracle SOA Suite 10g
Integrating Communications into CRM
Transcript of Integrating Communications into CRM
Adding Communications to your CRM
Adding Communications to your CRM
INTRODUCTIONS
Charles OppenheimerSolutions Architect, Twilio
Agenda
• CRM and “spectrum of communica6on” overview• Twilio overview• Architecture for CRM + communica6ons• Customer use cases• Partner solu6on: RingDNA
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Defini6ons
• CRM = Customer Rela6onship Management
• Integra6ng Communica6ons with crm–(oGen referred to as CTI, computer telephony integra6on)
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–Simple examples• Recognizing your customers when they call• SMS messages for marke6ng and appointments• Automa6ng sales calls
–Advanced examples• Adding communica6ons into your core product – in browser, in an app, in a car
• Salesforce, home grown crm, opera6ng data. • Every business has data about customers.
Why add communications to your CRM?
© 2009 - 2014 Twilio, Inc. All rights reserved.
-‐Compe66ve and cost advantages-‐Customer expecta6ons are rising, if you aren’t doing the basics eventually you won’t be able to compete-‐The best companies are moving away from (paying aUen6on to the customer experience, differen6a6ng themselves based on commuinca6ons with cusomters)
Anecdotal facts: -‐-‐ How many 6mes have you called a company, and they don’t know your name/account info? How happy does this make you?Compe66ve advantages:-‐-‐ If companies aren’t doing the basics, there is a lot of greenfield to geZng integrated. Just knowing your customers name goes a long way. But it goes further:facts
CRM without silos• A tradi6onal model considers contact centers a cost center, and CRM as a database • Evolved CRM integrates communica6ons and CRM components–and “CRM” is a customer experience embedded into your product
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VISUALCRM AWARE
CALL
CALLBACK EMBEDDED
Communication spectrum
© 2009 - 2014 Twilio, Inc. All rights reserved.
SPECTRUM OF CUSTOMER CONTEXT
COLD CALL
COLD CALL- inbound call to local / toll-free- get the ANI / any public information (e.g. CNAM)
CRM AWARE“known caller” + any known customer data based on ANI lookup, i.e. CRM data.
CALLBACK+ any context about the current support channel interaction, e.g. the page the customer is on, state of the application (e.g. contents of shopping cart)
EMBEDDED+ context about the current request: problem description, customer disposition+ ability to perform agent routing rules before voice call is live+ authorization+ stay “in-app”
VISUAL+ video+ real-time lightweight collaborationeg Amazon “Mayday”
Integrated CRM communica6on examples(transi6on)
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Moving things off of a high level, we are now going to talk about specific examples. Dive deep into one in par6cular, and th-‐-‐ it
Integra6ng CRM paUerns
• Embedded in CRM applica6on–Example: Zendesk Voice, Salesforce Open CTI–Benefits: close integra6on with CRM data–Drawbacks: Development environment dependent on CRM
• Integrated/outside of CRM–Examples: RingDNA, IVR–Benefits: More flexible placorm, na6ve mobile devices–Costs: Mul6ple applica6ons
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Screen Pop
• Recognizing your caller on a inbound call• Rou6ng them to the best place• Gree6ng them by name, shortening authen6ca6on process
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ROI on screenpop• Screenpop with Salesforce and Twilio, embedded CRM–ROI: recognizing inbound callers»Call Center with 500,000 calls per year
– Iden6fying inbound callers can save 1 minutes per call– (500kminutes / 75000oncallminutesperagent) =~ 6.6 FTE savings
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CRM for Sales and marke6ng– Genera6ng a local number for a outbound call– Reducing the amount of 6me to click and call a customer
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Why Twilio for CRM?
–(transi6on slide)
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Do a brief intro about why Twilio, for CRM specifically, before launching into our placorm and how it works
• Excep6onal flexibility -‐ API/placorm approach• Build for the Future–Communica6ons in your website–Mobile + CRM convergence–Black box silos don’t work anymore
Twilio is a cloud-hosted communications API.
© 2009 - 2014 Twilio, Inc. All rights reserved.
Phone NumbersPSTN Voice Calls
Embedded VoIP SDKsSMS & MMS
Two-way SIP
<say><dial>
Telecom The Internet
PSTN PHONE CALL
TTS CALL FORWARDING
HTTP
Closed Networks, Complicated Protocols, Private Contracts Web standards, Open access, Easy to scale, Rapid development
What is Twilio?
PHONES / TELECOM NETWORK
INCOMING PHONE CALL
WEB SERVER
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TWILIO CLOUDYOUR ENTERPRISE
APPLICATION
SIPWEBRTC & MOBILE SMS & MMS PSTN
HTTPGlobal carrier interconnectsStreaming audioMessaging bindsVoIP presence
© 2009 - 2014 Twilio, Inc. All rights reserved.
BUILD A CULTURE OF COMMUNICATIONS INNOVATION
Develop and deploy at web speed.
PROTOTYPE BUILD DEPLOY CHANGE
vs legacy communica6ons integra6on–Hardware– SoGware • (only runs on Windows?) (pay to cusotmize?)• (only certain features?) • compa6ble with X?
In today’s highly compe66ve world, companies need to move fast and can’t afford a communica6ons infrastructure that doesn’t move with the speed of the business.
By moving communica6ons into the realm of soGware and the cloud, you can:Prototype QuicklyBuild QuicklyDeploy QuicklyChange Quickly
This means: You can consistently offer new and differen6ated offerings and services. You can build a culture of communica6ons innova6on -‐ fail without risk.
Customer use cases(transi6on slide)
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Moving things off of a high level, we are now going to talk about specific examples. Dive deep into one in par6cular, and th
Disconnected support platforms creates user friction and reduces agent productivity
Built a CRM-integrated contact center in less than 1 month using Twilio
Call costs to lenders lowered by 66%, and call contact rates increased by 100%IMPACT
SOLUTION
CHALLENGE
CUSTOMER SERVICE
CALL CENTER
© 2009 - 2014 Twilio, Inc. All rights reserved.
zest finance does x:-->
Needed a reliable platform that could support their rapidly growing call center
Integrated Twilio Voice and Twilio Client into the Wix Call Center in 6 weeks
Eliminated per user fees, resulting in long-term cost reduction.IMPACT
SOLUTION
CHALLENGE
CUSTOMER SERVICE
CALL CENTER
© 2009 - 2014 Twilio, Inc. All rights reserved.
What they do, who they are-> solution, volume or impact->
Twilio powered Solu6ons
• RingDNA
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RingDNA is built with Twilio, and specifically integrates with Salesforce sales data and has some unique features.