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Full Email Integration in CRM / Case Management - Solastis

Easily manage Full email integration in CRM/Case management at Solastis. Our CRM system automatically captures your incoming and outgoing customers emails and it stores in each customer's account activities, so you have a full record of all correspondence.

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Full Email Integration in CRM / Case Management - Solastis

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  1. FULL EMAIL INTEGRATION IN CRM / CASE MANAGEMENT The feature of Full Email Integration is the strength of Solastis CRM plus Case Management Platform. Email Integration is a critical aspect of CRM. Firstly, because, email, followed by phone, is still the major communication channel between the customers and the company. Secondly, the volume of mail exchanged by a customer-centric company is pretty high, it ranges somewhere between 100-150, outgoing and incoming emails every day per agent. Thus email needs to be an accurately developed feature in the CRM. The objective of Email Integration into the CRM is to ensure that all the outgoing and incoming emails related to a specific Case are successfully tagged under it into the CRM. The CRM applications available in the market generally follow one of the 4 models of Email Integration – Gmail/Outlook Integration, Partial Email Integration, Combination of Partial Email and Gmail/Outlook Integration, and Full Email Integration. Full Email Integration is the most developed principal and offers robust email functionalities. GMAIL/OUTLOOK EMAIL INTEGRATION CRMs that use External Email Client model, do not provide an in-built email client to be used for sending and receiving emails. Rather, the user uses his own Gmail or Outlook client, and a plug-in is provided in the email interface that helps him to transfer the incoming and outgoing email into the CRM. Every time the user sends or receives an email, he has to click on this plug-in to transfer the emails to the CRM application. This plug-in can be seen somewhere at the top on the email’s interface. Once clicked it will show the list of open cases and user select the case to which the email should be tagged to. LOOPHOLES OF THE GMAIL/OUTLOOK INTEGRATION WITH CRM APPROACH In a sales and service environment, managers pre-define the steps that the employees need to perform to work on cases. In Solastis CRM, this process is same as creating task template and attaching to the case. The task template is a series of defined steps. For example, for a case related to “new salesenquiry”, employees will follow these pre-defined steps. In case the user forgets to use the plug-in, the email cannot be transferred to the CRM. As a result, there will be no record of that email in the CRM System. In case a specific employee is on leave, no one can track and manage the Cases under him, as no one will have access to his personal Outlook or Gmail. As a result, the progress of the Case will suffer.

  2. Third problem is that the employee has to work in multiple applications. First, he needs to write or receive the mail in Gmail or Outlook. Subsequently, he has to access the CRM to see the history of the interaction. This turns to be tedious and time taking. PARTIAL EMAIL INTEGRATION In Partial Email Integration, the user can send or receive email using the CRM, but each Case will have its own dedicated and unique email id. So if there are 500 Cases going on in the company, there will be 500 unique email ids in use. Also, the email ids do not have domain names that match the company’s name. Let’s take the example of Akme Enterprise which uses Partial Email Integration. Suppose there are 3 active Cases in the organization. There will 3 active email ids. Email Id for Case 1 – zm9hdccqpv6g3uzx@crmccc.com Email Id for Case 2 – yql4wby770cl5l7a@crmccc.com Email Id for Case 3 – uxus9oyvokofqxpp@crmccc.com Email ids look complicated and does not contain the domain name of the company. The biggest problem is, the end customer has to remember multiple email ids associated with multiple Cases going on for them. LOOPHOLES OF THE PARTIAL EMAIL INTEGRATION APPROACH The most imminent problem in Partial Email Integration is that the end customer has to take the trouble of remembering correct email id for each Case. Suppose if an end customer has more than one Case going on with the company, the customer will have to remember the correct email is associated with each Case. The email ids look complex and the company’s domain name is missing. This may give an impression that it is from unverified source. If a regular customer comes back for a new business after an interval, there is no valid email id where he can correspond. If the customer contacts the company on the old email ids, the mails may bounce as the email ids were deactivated after the Cases got closed. If a customer has a previous Case going on with the company, and has started a new Case pertaining to a different request, then he can unknowingly send the communication to the email id associated with the previous Case. In this situation all the interaction regarding the new Case will get tagged to the previous Case.

  3. COMBINATION OF PARTIAL EMAIL AND GMAIL/OUTLOOK INTEGRATION This is the third approach of email integration used in many CRMs. It is a hybrid of the first two approaches. Each Case is assigned a unique email id. The user uses external email client like Gmail or Outlook to send and receive emails. Followed by this, the user has to BCC (Blind carbon Copy), the email to the email id unique to the Case. By doing this all the outgoing emails get transferred to the CRM. For incoming emails, the user needs to forward those to email id associated with the Case, after which it gets tagged in the CRM application. For example, if an employee named James with email id james@akmeenterrises.com is working on a Case, then he will send the email from james@akmeenterrises.com In BCC section of the email he will specify the id uniquely associated with the Case, for example, j0agvqsn5b6pynup@crmccc.com The outgoing email will then be transferred to the CRM under the exact Case. Once the employee receives a reply from the customer, he has to forward the email to j0agvqsn5b6pynup@crmccc.com to tag it to the Case. The employee will have to repeat the same exercise for all the Cases going on under him. This combination does not offer any additional benefit but rather brings the complexities involved with both the approach. LOOPHOLES OF THE COMBINATION OF PARTIAL EMAIL AND GMAIL/OUTLOOK INTEGRATION If the user forgets to BCC, the email is not sent to the CRM If the employee is on leave, the email remains hidden in his inbox as no one can access his mail system. And since the mails are not transferred in the CRM no one can really understand the true status of the case. The employee continues to work in two different applications – email and CRM Since each case has a unique email id, the user has to maintain an additional record of email ids that exist against each of his Cases, and use correct email id for BCC and forwarding

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