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Vertical Helps Fill the Voice Call CRM Gap

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Vertical Helps Fill the Voice Call CRM Gap

February 12, 2015

  By Alisen Downey, TMCnet Web Editor

The relationship between phone calls and customers has always seemed like a strong one—when one imagines customer service, there is likely an agent speaking into a desk phone conjured in that mental picture. But simply talking on the phone is only one piece of the voice call puzzle when it comes to understanding the customer experience, as the ability to fully analyze and understand the content of such calls enables to businesses to make intelligent and informed decisions about how to improve service. While the technology exists, a surprising number of businesses aren’t taking full advantage. This is where Vertical Communications comes in.

During ITEXPO (News - Alert) Miami last month, Vertical’s Kevin Butler sat down to discuss the company’s solutions with Erik Linask, group editorial director at TMC. One of the driving forces of Vertical’s business is its software as a service (SaaS (News - Alert)), Web-based CRM offering, called CRMLink, which enables companies to collect and assess information gathered from voice calls, whether in the office or through mobile devices. The solution allows users to take a Wave IP communication system and hook it up to their CRM provider of choice—such as Salesforce, or Microsoft (News - Alert) Dynamics—thus enabling them to collect all of the information involved with customers’ voice calls, feeding it into the CRM package. Having such valuable voice call data automatically pulled into the CRM software is a bigger deal than many might suspect.

“Voice is sort of that black hole of CRM reporting,” Butler told Linask during his interview. “No one ever actually gets that, because you’ve got to go put it in manually. And the numbers show that maybe 40 percent of CRM users actually bother to fill that stuff in, so you’ve got this 60 percent hole—a huge piece of information. We’re filling that in and doing it on the backend. Where a lot of solutions previously have been client-oriented…we do it all on the backend. All the information is logged all the time, which means that the business actually gets 100 percent reporting. Whether you’re using your desk phone or you’re using your mobile device, we’re going to report on all of it.”

And when Butler says desk phone or mobile, he isn’t kidding. Vertical offers an innovative mobile feature that is actually built right into its CRM solution. The solution, Viewpoint Mobile, “isn’t something that you have to decide to add on—there’s no additional cost and no additional hardware. Every user automatically gets the mobility solution with the product. And that’s a really, really powerful driver when you talk about UC adoption and how to fully drive UC adoption in the field. The simple way is: make it a standard part of the package. And we see that with mobility.”

At the end of the day, businesses relying on voice calls to run operations and maintain relationships with customers have a lot of potential data at their fingertips, but they have to choose the right solution to help gather that. By opting for a CRM service like Vertical’s, businesses can fill that voice call gap in data and greatly improve their overall understanding of their customers—and their company.

Edited by Maurice Nagle
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