Friday, April 22, 2022 – The 14th Leaders Talk CC-APAC hosted by ICCA discussed “Change and Adoption of CRM” by inviting a professional speaker from a technology company. Andy Anugrah, Chairman of ICCA Indonesia, presented this discussion, and also with another speaker Yvonne Ng, Founder of ANBIZ Sdn Bhd.
Yvonne starts the discussion by explaining CRM. She said that most organizations nowadays, especially in the contact center, typically when they are implemented and set up their contact center, they will have their contact center systems, and the other key component is the CRM system. This CRM is the place we use to register customer information, keeping the history of these is the customer that calls and the information about the customer inquiries.
Moreover, Yvonne explains that if we look at an old-school approach to CRM, we can see what we do in the contact center and how CRM and CX correlate. But before we go into this correlation, it’s always best for us to take one step back and see what meaning CX to you and what is meaning CX to me. It matters because a lot has been talked about in the industry today.
When we go into implementations at some of the customer sites, Yvonne said that we notice one of the essential foundations in that inflammation framework is an understanding of CX and our company objective. One of the things when we look at CX’s strategy, is that we want to make sure our customer stays with us and the customer buys more from us. Moreover, we have also kept focusing on CX in recent years because we want to use CX to differentiate ourselves from our competitors.
The second tip is don’t take whatever the vendor says. She said that we have to check whether that vendor understands CX or CRM in the first place. If they don’t understand the process, they don’t understand strategy. The last one is always to continue learning and improving ourselves. (ANF)