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| Photo Credit: vocalcom.com |
Last week, ComputerWorld published an article on
Microsoft’s newest CRM suite, fully equipped with their Personal Virtual
Assistant, Cortana. “Tasks available via Cortana voice commands will include
setting up meetings and reminders, searching for contacts, accounts and
activities, calling up customer lists and creating new records” (Cortana to Give Voice and Ears to Dynamics CRM).
It seems like Microsoft is making the right moves, at the
right time by enhancing their Dynamics CRM platform. Research from trusted analyst
firms in the industry are advocating for a shift to omni-channel CRM systems;
that is, moving from a Contact Center to a Customer Engagement Center (CEC).
According to one of the leading analyst firms, it is imperative for companies to include multiple
business applications and technologies that will coexist and work cohesively.
Some examples of functions that incorporate to create the full CEC ecosystem
are: knowledge management solutions, social media channels for customer to receive
support (including blogs, communities, and forums), providing mobile support
options, and more.
Other CRM vendors are further validating the need for
omni-channel CRM platforms. Recently, the customer service and engagement
vendor, [24]7, acquired Virtual Assistant company, Intelliresponse. Another
example is Nuance’s acquisition of VirtuOz a while back. These CRM vendors are realizing
the value of adding Virtual Customer Assistants as another channel to enhance their CECs.
Since self-service is becoming one of the most preferred means for
communicating with a company, it is going to be key for CRM vendors to
incorporate a way for customers to self-serve if they are on the web, social
media, forums, mobile, or at kiosks.
Do you think other vendors will follow suit with
Microsoft? How do you think these acquisitions of Virtual Assistant companies
will change the way we use CRM?
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