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

</>

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.