Your CRM Is Not Enough

Your CRM Is Not Enough
It’s what you do with that data – how your train your reps and how your CRM advises them during an interaction – that makes the difference.

Contact centers have had two reasons to fix up their Customer Relationship Management (CRM) system: “it’s old” and “it’s broken.” These days, they have a third: “It’s not enough.”

It’s not enough to deliver basic service. Our research shows that almost three-fourths of business decision makers are primarily focused on “getting the basics right” even as consumers are demanding more advanced personalized experiences across their entire customer journey.

It’s not enough to think you’re doing well. There’s a perception gap between how well businesses think they perform versus what their customers actually experience. For instance, from our survey, 66 percent of responding telco and banking companies claim they deeply know their customers, but only 24 percent of telco customers and less than half (41 percent) of banking customers believe the same.

It’s not even enough to have “a 360 degree view of your customer.” So often attaining that aggregation of data is considered the end goal, when it’s really just a first step for better engaging customers. It’s what you do with that data – how you train your reps and how your CRM advises them during an interaction – that makes the difference.

As I said at PegaWORLD 2015, operational metrics such as Average Handle Time are dying out as customer service organizations realize it’s not enough. Metrics that measure customer experience – not just satisfaction or effort surveys – can close that perception gap.

To deliver a personalized customer experience that meets today’s consumer expectations, organizations have to go beyond business as usual. They must have service conversations that hop across channels as a customer naturally moves from self-service, to social media, to a chat on their mobile device that turns into a phone call. Service representatives need to anticipate customer needs, using the data they’ve already collected about those customers and what they’re most likely to want next. By mapping their customer journeys and identifying the friction points that lead to customer churn, teams focused on improving the customer experience can get that much closer to “enough.”

To download the complete results for Pegasystems ‘Moments of Truth’ customer experience survey, please visit for the U.S. retail banking report and for the U.S. telco and broadband report.