Inferring CRM Relationships from Call Data
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Solution Overview
Problem
Conventional contact center systems face a disconnect between communication management and CRM systems, requiring cumbersome steps for agents to relate call information to relevant CRM objects, leading to inefficiencies and reduced data integration.
Innovation Solution
An intelligent logic-based system that infers relevant CRM objects during and after calls, presenting a user interface with selectable options to streamline the process of relating call information to CRM objects, reducing the number of steps needed and improving user interface efficiency.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If agents manually enter call information into the CRM system through multiple user interfaces, then data integration between contact center and CRM systems is achieved, but the process becomes cumbersome and time-consuming
Solution Approach 1:
The patent combines the contact center interface and CRM system into a unified interface where call information can be directly related to CRM objects. The system merges data from both systems, allowing agents to view and associate call information with CRM objects (such as accounts, contacts, or opportunities) within a single integrated user interface, eliminating the need to switch between applications and manually enter data.
Solution Approach 2:
The system performs preliminary actions by automatically gathering call information from the contact center system and pre-populating it in the integrated interface. The system proactively identifies and retrieves relevant CRM objects that match the call information, presenting them to the agent before the agent needs to make associations, thereby reducing the steps required to complete the data integration process.
2Measurement precision
If the system provides comprehensive call information and CRM object options, then accuracy of relationships is improved, but interface complexity increases
Solution Approach 1:
The system applies local quality by dynamically customizing the integrated interface based on the specific call context and agent needs. Rather than presenting all possible CRM objects uniformly, the system filters and prioritizes relevant CRM objects based on the call information, agent profile, and organizational hierarchy, presenting only the most relevant options in a customized view that reduces complexity while maintaining accuracy.
Solution Approach 2:
The interface is designed to be dynamic, adapting its structure and content based on the current call context, agent actions, and system state. The interface can transform between different views (such as detailed information view versus summary view), allow agents to drill down into specific CRM objects, and automatically update as new information becomes available, providing flexibility that reduces perceived complexity while maintaining comprehensive data access.
Data Source
AI summary
A system uses intelligent logic to determine information from a communication and to infer relevant CRM objects that may be related the communication. The system further presents a user interface with the communication information and the related CRM objects to allow an agent to review, select, and relate the communication information to one or more CRM objects. Accordingly, the embodiments described herein improve the efficiency of communication management systems and CRM systems by providing an intelligent logic and unique user interface that greatly reduces the number of steps needed to relate communication information with a CRM object.