Computer-Telephony System CRM Data Transformation
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Solution Overview
Problem
Third-party call centre models face complexity and increased costs due to the need for direct support of multiple different customer relationship management (CRM) database formats in computer-telephony systems.
Innovation Solution
A method and system that uploads and transforms CRM data from various customers into a standardized format within a computer-telephony database, allowing the system to handle telephone calls using this transformed data, thereby avoiding the complexities of supporting multiple formats and enabling flexible data integration across different customer data formats, including spreadsheets and word processor files.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If the computer-telephony system directly supports multiple different CRM database formats, then it can accommodate diverse customer data requirements, but the system complexity and cost increase significantly
Solution Approach 1:
The patent introduces an intermediary component (data adapter or transformation layer) that sits between the diverse CRM databases and the computer-telephony system. This intermediary transforms various CRM data formats into a standardized internal format, allowing the system to support multiple formats without directly implementing support for each one, thus reducing system complexity while maintaining versatility
Solution Approach 2:
The system changes the parameter of data format representation by transforming diverse CRM formats into a standardized format. This parameter change allows the system to work with a single uniform data structure internally, eliminating the need to handle multiple format variations and thereby reducing complexity
2Adaptability or versatility
If the computer-telephony system directly supports multiple different CRM database formats, then it can accommodate diverse customer data requirements, but the implementation cost increases
Solution Approach 1:
By introducing a intermediary transformation layer, the system avoids the high cost of implementing and maintaining multiple format-specific integration pathways. The intermediary handles format conversion centrally, reducing development, deployment, and maintenance costs while preserving the ability to support diverse CRM formats
3Device complexity
If the system uses a standardized format for all customers, then system complexity is reduced, but flexibility in handling customer-specific data formats is lost
Solution Approach 1:
The system segments the data handling process into two distinct parts: a standardized internal representation layer and a format transformation layer. The segmentation allows the core system to work with simple standardized data while the transformation layer handles customer-specific format variations, thus maintaining both simplicity and flexibility
Solution Approach 2:
The intermediary transformation layer acts as a buffer between the standardized system and diverse customer formats. It enables the system to maintain a simple standardized internal structure while still accommodating various customer-specific formats through automatic or manual transformation
Data Source
AI summary
One embodiment of the invention provides a method of operating a computer-telephony system. The method comprises providing computer-telephony support for a plurality of customers. Each customer maintains customer relationship management (CRM) data. The CRM data is uploaded from the plurality of customers into a computer-telephony database. The uploading includes transforming the CRM data from an original format maintained by the respective customer into a standardized format for the computer-telephony database. Telephone calls can then be handled using the transformed CRM data in the computer-telephony database.