6 min read

How to know what your customers want (before they do)

If you could read your customers' minds to know what they want, would you do it? Or would you like a crystal ball that tells you why a customer calls before you even answer the phone?

Understanding your customers' needs is crucial to help you achieve your sales goals. Embedded Voice by Enreach allows you to combine the voice channel and customer data in a powerful way to get exactly that understanding.

We sat down with Juhamatti Muuraiskangas—Commercial Director of Enreach in the Nordic countries—and asked him the most common questions about Embedded Voice and how it can help you boost your sales.

 

What are the benefits of combining voice and customer data?

Especially over the last couple of years, voice has become a significant channel for customer interaction. Voice is the most direct and human form of communication. If people need help urgently, they pick up the phone and call. It's easier to explain a complicated issue over the phone than over live chat. This is not only true in customer service, but also for sales teams.

And with the voice channel becoming more important, it’s necessary to connect customer data with it.

In my eyes these are the main reasons:

 

Combining-voice-and-customer-data

  1. Improve your customer experience
    When you combine voice and data, you can deliver a much better customer experience. Make sure that you know who is calling you, that they feel valued and understood. By having customer information readily available, they won't have to repeat themselves, and you can establish a more meaningful relationship. 

  2. Improve the efficiency of your call centre 
    When you’re operating a high volume sales call centre, you want to be able to run your operations as efficiently as possible. Your agents need to have all crucial information in front of them when they make or receive calls. With Embedded Voice, they have everything they need in one platform. Without switching between the CTI system and the service desk. This makes things a lot more efficient. 

  3. Boost your sales by upselling 
    When you know your customers, you can identify potential upsells as you go. You not only have historic data from voice calls you can use to identify upselling opportunities—your sales agents can also make relevant offers directly to prospects as they speak. 

 

Can you know what the customer needs before they call? 

When you have enough customer data, you start seeing patterns, of course. If a customer is using a certain product, you can start to predict when they might want the next feature or an upgrade. So you can offer it to them before they even ask for it.

Using data, you can also guess the reason why a person calls you. Let’s say you have that one customer who always calls and asks about invoices. You can identify that number and automatically start routing them to the right point of contact who handles invoicing.

Another example could be: If we know that a customer has called us within the past 24 hours, we can automatically connect the call to the same person they spoke to last time. On top of the information that the agent has in their CRM, they might remember details that they discussed with the customer—which is always beneficial to provide a good customer experience.

It's a win if we avoid the customer repeating their issue over and over, and if we avoid interacting with IVR.


Small details make a big difference. Are there other examples?

A simple but meaningful feature is when a call comes in, agents get a pop-up with the customer information. This can be completely personalised and tailored to each business. The possibilities are almost unlimited. You can display whatever information you need to help the customer better.

When agents are working with Embedded Voice, everything is in one system. You can start a call with one click right from the customer information. It may seem like a minor detail, but when you consider the big picture, it makes an enormous difference. Having everything available and the tool set up in a way that’s easy to use keeps your agents motivated and they can do their daily work a lot more efficiently.

It also has a direct effect on the customer experience. Your employees can serve your customers better if they are happy with the tools they use. The customer can tell if there is a smooth workflow, or the agent gets frustrated because it's difficult to find information and they have to put you on hold.

 

How does Embedded Voice help sales teams?

With Embedded Voice, your sales team has access to all lead information and activities on one platform. Whether they choose to make calls directly from the CRM, their mobile number or any other terminal—everything is available in one place.

Here is an example of inbound sales. You might want to prioritise certain customers who call you. That could be the most important customers from a revenue perspective or ones you have flagged as “at risk”. These numbers can be prioritised so they can always reach your sales reps.

You can build processes and structures for VIP customers to be answered at any time. If, for example, you are a sales representative at a car dealership, you don't want to miss any calls, this is very important. With every single call you miss, you may miss a big deal.

Simple things like calling directly from your CRM will make the everyday life of your sales people much easier and even if you’re travelling and a customer calls you while you’re on the road, the activity will be logged in the same place. We can bring all of this into your CRM so no call is missed, no matter where your sales teams are.

 

What can I learn from won or lost deals?

When you have the capability to log all sales activities, you get valuable insights to improve your sales process. You can not only see which activities were logged, but also at what stage of the sales process. How many emails you sent or how many calls you made, for example. And the more data you have, the better you understand how much and what type of interaction with your prospects is required at what stage.

You may be able to identify a pattern if you lost a deal. Maybe the prospect hasn’t been contacted or nurtured enough or you missed too many of their calls.

Typically, only activities that the salesperson has manually logged in the CRM are recorded. In our case, we record everything in the CRM. Every single email, every call—because they might play a critical role in your sales activities and you don’t want to miss any of that data.


What do I see from the dashboards and what can I learn from them?

The dashboards are your powerful cockpit. Here you can start combining all your data and get really valuable insights. You can see what your lead to close time is, your hit rate, the average deal size, what types of customers or segments you’re working with and so much more. Using all that data, you can improve your sales management and sales strategy to drive revenue.

 

What can the user see in the system when someone calls?

The displayed customer information is fully customisable based on your business case. If you're working with a high-volume contact centre, the most relevant information is probably the customer's name, contact details, last action or last ticket. So your agent immediately knows who's calling and what the previous interaction was.

Sales-wise, it depends on what you are selling, but it could be the last service or module sold to the customer. You can use that info for upselling. It’s quite easy to configure so that the information the sales rep sees is relevant and helps them to achieve their sales goals.
What if I’m not at my computer when a customer calls?

Our service supports all terminals. In our own case at Enreach, our sales guys are taking calls from their mobile phones, their desktops and inside their CRM environment, and everything is collected in one place. They’re always able to record tall activities and know who is calling—regardless of where they are.

Your mobile phone is always with you and so is Embedded voice. Our mobile app allows you to access all functions wherever you go. Route calls to your voicemail or colleagues when you’re not able to answer.

 

What if no one is signed into the system?

Our platform understands that and we can create rules for it. If your business isn’t available after 6 o’clock the rule could simply be that calls go to voicemail. However, we can also create a rule that, if no one is signed in, we can direct the call to another service desk, for example. We can set up rules based on how you run your business and ensure that no calls are missed.

 

How does the caller benefit from Embedded Voice?

You probably remember those times when a customer service agent called you by your name the moment they picked up the phone. It made you feel valued, cared about and appreciated.

Embedded Voice enables customer service and sales agents to instantly pull up the customer’s details while they’re interacting with them. This means callers will not only get their case resolved faster, but also receive more relevant service.

It can be frustrating when you call an insurance company about something and they offer you a product that’s not relevant in your current situation. Providing an excellent customer experience begins with knowing as much as possible about your callers.

Ready to impress customers and boost your sales productivity?

Discover how Enreach’s Sales Management Tools help you identify when to sell, when to nurture and which actions will lead you there – at the exact right time. Base your decisions on real-time customer data, past interactions and predictive purchasing decisions.

 

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