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CRM's Role in the Customer Care Process: Delivering Data When Needed

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While working mainly in the background, CRM plays a large role in the execution and maintenance of Customer Care efforts in several ways. One of those ways is delivering data when needed.

The more information an agent has, the better they are able to field customer interactions and provide the customer care necessary to resolve issues. CRM solutions directly support agents by placing key data at their fingertips. A well-architected CRM may also eliminate the need for multiple level involvement on interactions. This means that agents are better able to resolve issues without the need for supervisor involvement. Empowering agents in this way is key to first-contact resolutions and ongoing customer satisfaction.

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