Gartner defines the CRM customer engagement center (CEC) as a cohesive set of software built around core case management tools, dedicated to providing customer service and support by engaging with customers, and intelligently orchestrating the processes, data, systems, and resources of an organization.
Customer escalation management solutions are systems and processes designed to handle situations where customer issues cannot be resolved at the first point of contact. These solutions ensure that such issues are prioritized and addressed efficiently by escalating them to more experienced or higher-level personnel within the organization. They often integrate with customer relationship management (CRM) systems to provide a seamless experience and maintain a comprehensive record of customer interactions. Typical users include customer support teams, IT service management teams, and operations managers who use these systems to route issues based on predefined criteria, support multi-channel handling from email, chat, phone, and social media, and offer robust analytics and reporting tools to track performance and improve processes. These solutions also help reduce resolution time by facilitating hierarchical escalation and enabling team members to collaborate effectively.
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Sales force automation (SFA) platforms are AI-enhanced tools that streamline sales tasks, helping teams manage buyer interactions across various channels. By using AI, these platforms optimize sales activities with advanced analytics and actionable insights, improving contact, pipeline and opportunity management. AI features like machine learning and natural language processing enable platforms to predict customer needs, personalize strategies and guide sellers through complex processes. AI-driven tools aid in forecasting and decision making, allowing teams to anticipate market trends and customer behaviors. SFA platforms enhance the user experience for sellers, ensuring scalability and facilitating seamless buyer-seller interactions and shared customer experiences, and providing leaders with visibility. SFA is a foundational sales platform implemented to automate and augment an organization’s core sales processes while utilizing AI and advanced analytics. It enhances the seller’s ability to engage with customers on all interaction touchpoints and devices. It not only optimizes sales-relevant tasks but also provides actionable next best actions for improved sales contact, pipeline and opportunity management.
The social customer service market comprises applications that support social media as a component of an overall customer service strategy. Gartner classifies an application provider as a social customer service vendor if it supports customer service in one or two specific types of function: External communities: Often referred to as peer-to-peer communities, this software enables customers and partners to blog, post, rate products/services and construct ideas, as well as support peer interactions and offer incentives for loyalty. Social media engagement: Going beyond just monitoring social media for brand mentions, these applications are capable of responding to constituents on popular social networks and have case management.