New Contact Center Mashup Unifies Customer Data
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Federation, Not Integration
In fact, “integration” is not the appropriate term to describe SynerG Contact Center’s interaction with the back-end corporate data, said Michael Norring, CEO and cofounder of the company.
“What we do is federation,” he told CRM Buyer. “We take the data in the format that it is in and then virtually merge it for a single view for the agent.”
So, if asked about several invoices in one call — an agent can view the relevant information in one document.
“The typical call center deals with multiple applications on the desktop,” Norring continued. Adding e-mail and chat can muddy an already-complicated scenario even more. “What we do is provide an application that ties all the sources of data together into a single experience for the agent and then structures that data in such a way to make it easy to answer the customer’s question.”
Competing applications usually sit on the desktop and “screen scrape information” to provide the necessary data to the agent, he said.
A Web-based model, the SynerG application is built on SOA (service-oriented architecture) principles. The connections to the back end are defined in XLM (extensible markup language), Narayanaswamy said, which means users can customize the application without having to write a single line of code.
Three-Month Cruise
Deployment takes three months at most, according to SynerG — and one of its early adopter clients, Cruise West, backs up that claim. The cruise line is using SynerG’s Contact Center app as an integrated reservation platform from which agents can research and book cruises against real-time information.
“Within three months, SynerG assisted us in defining the requirements and deploying an integrated and consolidated view of all necessary reservation information,” said Cruise West Chief Marketing Officer Al Petrone. “We knew we had the basic infrastructure in place — we just needed to operate more efficiently and provide our employees the single integrated application they needed to provide the best customer service and effectively sell our cruises.”
