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"The easiest kind of relationship for me is with ten thousand people. The hardest is with one."
CRM (Customer Relationship Management) is about not being a stranger. It starts from the simple things such as remembering your details from one contact you have with a company to the next and it can go much further into making you feel special and unique each time you communicate with them, regardless of the manner in which you or they choose to do so. It is about not being treated like a number but understanding what makes you different from everybody else. In the end, it is about the distinctive combination of characteristics that make you what you are.
Synthesys™ CRM is different from any other CRM system in the sense that it is dedicated solely to supporting contact centre processes and not the enterprise as a whole. This is an important distinction, as the CRM world has always been based on a false premise.
This premise is that by simply arming your staff with extensive and easily accessible information about your customers is all that is required in order to guarantee great relationships with your clients. Customer information is certainly necessary but is, on its own, not sufficient for the demands of any busy, efficient and effective contact centre operation.
Contact centres require frequent changes to data structures, business processes and workflow practices. They need to keep the training requirements to a minimum and ensure that the user interfaces which agents rely on are as straightforward and streamlined as possible.
In addition, they need instantly available and extensive reports on current performance levels and how these levels relate to the types of transactions carried out on the contact centre floor. They need full integration with telephony and with all other channels of customer contact.
This is why many of the CRM offerings on the market provide an add-on Contact Centre module or some such appendage to their main offering. What this shows is a belated acceptance of the fact that "raw" CRM systems are not sufficient on their own for use within contact centre operations.
Synthesys™ turns this concept on its head. Our CRM offering is part of our contact centre suite and not the other way around. We feel that CRM is important but it should be there in a supporting role to the contact centre functions which are at least as important if not more.
Synthesys™ CRM is based around the idea of CRM Entities. An Entity is an abstract concept which describes a certain type of object (such as a customer, an order, a company or anything else) by means of a collection of data fields (such as bits of text, numbers, yes/no or enumerated fields) which represent the properties of the object that the Entity happens to represent.
Each Entity can be used as the central data repository for a campaign or a set of campaigns. They can also interrelate to form more intricate hierarchical or fully relational data models. Synthesys™ does not limit you as to the number of the possible different Entities that you can define.
Furthermore, in order to make this easier for the user, and in line with our fundamental philosophy Synthesys™ provides a simple to use "drag & drop" editor that allows you, the user to create, modify and deploy new CRM Entities in such a way that does not necessitate any deep technical know-how.
By placing Synthesys™ CRM at the heart of our dialler, we can deliver great benefits to our customers by transforming the rather mechanistic telephony exercise of dialling long lists of numbers into an intelligent, sophisticated and customer centric multimedia activity.
Knowing as much as possible about the individual characteristics of the people you are trying to contact will allow you to cleverly segment each list into individual groupings which share certain characteristics and devise individual contact strategies for each one of these groups. By doing so, you will not only be able to increase your list penetration but also your conversion rates in spectacular fashion.
External systems can insert or update records within Synthesys™ CRM Entities using standard web services. Noetica provides complete documentation of these web services and sample code to make this exercise as simple as possible for system integrators.
Customer history is either updated directly from within Synthesys™ or accessed programmatically from other applications which can insert history events into Synthesys™ CRM using the Web Services SOAP API.
Customer history is also the way in which Synthesys™ Voice Recordings are retrieved. This is a more powerful and intuitive way of searching for voice recording than other systems which may not have a CRM dimension. This is another example of the benefits that the unique combination of functions in Synthesys™ facilitate some very useful and unique features.
In Synthesys™, scripting takes centre stage and provides the User Interface for CRM. This may be a subtle point, but it represents the essence of our approach, placing the business process at the heart of customer contact. CRM is there to support the process and not the other way around.
To put it simply, what we feel is most important is the journey between "Hallo" & "Goodbye" (i.e. the business process). CRM is there to support this process and assist the agent in navigating the path between the start and end of an interaction.
Although CRM is crucially important, it fulfils a supporting role and most of the time it needs to do this in the background, almost imperceptibly to the agent by quietly driving the process forward utilising the customer knowledge in a subtle and efficient manner.
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A summary sheet describing the main features of the Synthesys™ CRM subsystem
A great example of successful deep integration with legacy systems to create a clear unified agent desktop
A study of the "reuse or replace" argument and how Synthesys™ can help you capitsalise on existing systems
An example of a smaller contact centre who has managed to improve SLAs and increase profitability through Synthesys™