Traditionally, the handling of the customer relationship involves two categories of software. On the one hand, the CRM: designed to support all the stages of the relationship between the company and its customers; and, on the other hand, the contact centre solution, dedicated to the management of the interactions.
In the past, weak integration between these systems and information siloes in organisations have made it difficult for these two types of software to communicate with each other. In the best case-scenario contact centre staff would have access to the systems, albeit separately- employees would have to switch back and forth tediously between systems to get a holistic view of the customer. In the worst cases, the customer service department and the sales department would operate with completely different systems with no junction between them, making it impossible to have a truly complete view of the customer profile.