Dynamic Insights Page for Real-Time CRM Data Prioritization
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Solution Overview
Problem
Users face difficulties in accessing relevant customer relationship management (CRM) data during incoming or outgoing calls due to the time-consuming process of searching and identifying important records within CRM applications, especially in cloud-based computing environments.
Innovation Solution
A dynamic insights page is generated on a user's device in response to calls, automatically identifying and prioritizing relevant CRM records associated with the caller or callee, using identifying information to launch the CRM application and retrieve or cache necessary data for real-time access.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If users manually search for CRM records during calls, then they can access relevant information, but it consumes excessive time and reduces productivity
Solution Approach 1:
The system performs preliminary actions by automatically identifying the caller or callee and retrieving relevant CRM records before the user needs them. The insights application launches automatically in response to incoming or outgoing calls, pre-fetching and displaying relevant customer data, account information, and interaction history so that users have immediate access without manual searching.
Solution Approach 2:
The system serves itself by automatically detecting call events and triggering the insights application without requiring user initiation. The application self-manages the process of identifying relevant records, ranking them by importance, and presenting them on the insights page, eliminating the need for users to manually search or request information.
2Loss of information
If the system automatically retrieves all CRM records, then users have complete information available, but the system complexity and data processing requirements increase
Solution Approach 1:
The system extracts only the essential and relevant information from the broader CRM database for display on the insights page. Rather than retrieving all records, it selectively pulls data such as customer name, account details, recent interactions, and key metrics that are most pertinent to the current call context, reducing data volume while maintaining information quality.
Solution Approach 2:
The system applies local quality by customizing the insights page content based on the specific call context and user needs. Different calls receive different sets of relevant records and information types, with the system adapting the displayed data to match the particular customer relationship management scenario, thereby providing targeted information rather than generic comprehensive data.
3Reliability
If the system caches CRM data locally, then users can access data with poor network connectivity, but storage requirements and data synchronization complexity increase
Solution Approach 1:
The system applies partial action by caching only the most frequently accessed and critical CRM records locally on user devices rather than storing complete datasets. This selective caching strategy ensures that essential customer information remains accessible during poor network connectivity while minimizing local storage requirements and reducing the burden of data synchronization when connectivity is restored.
Data Source
AI summary
Methods and systems are provided for providing an insights page. When data identifying a party of a call is received, a customer relationship management (CRM) application can be launched at a computing device without any further user input, and records that are potentially relevant to the call and that are to potentially be included as part of an insights page of the CRM application can be automatically determined. Some of the records are automatically determined by analyzing CRM information using artificial intelligence technologies. The records can then be ranked in a priority order according to relevance from most relevant to least relevant. The insights page can then be caused to be displayed at a user interface of the computing device without user input with at least some of the records displayed in the priority order as relevant records.