How modern contact centers are winning with CRM and loyalty

4 min read • Aug 07, 2025

In today’s fast-paced digital landscape, delivering seamless customer experiences is no longer optional - it’s essential. While many companies invest in loyalty programs and marketing campaigns, the contact center often remains disconnected, underutilized, and underserved. But what if this crucial touchpoint could do more than just handle complaints? What if it could become the cornerstone of customer loyalty and satisfaction?

Imagine this scenario: It was 9:03 a.m. when Maria’s headset lit up - her seventeenth call of the morning, and her coffee was still warm. On the other end: a frustrated guest, confused about their loyalty points. As Maria switched between disconnected systems to review the guest’s booking, loyalty tier, and prior conversations, valuable minutes passed. She stayed calm, but the process was anything but smooth.

Sound familiar? This plays out every day in contact centers across tourism, telecom, retail, banking, and insurance. While companies invest in marketing and guest experience, the most human touchpoint - the contact center - is often siloed and overlooked.

At BE-terna, we think it’s time to change that.

A new era: when CRM, loyalty, and contact centers come together

Picture a different approach: Maria answers the call. Her agent desktop instantly shows the guest’s booking history, loyalty level, and preferences. The account opens automatically - no repeated questions needed. Copilot suggests responses and drafts follow-up emails in seconds. This is the power of integrating Microsoft Dynamics 365 Contact Center with CRM and loyalty platforms.

Bridging the gap: CRM, loyalty, and contact centers

What’s missing in many organizations?

Tourism and hospitality brands invest in loyalty, but agents lack real-time guest data.
Retailers run VIP campaigns, but struggle to identify loyal customers when it counts.
Telcos and utility providers manage high call volumes, but miss chances to build relationships.

With integrated systems, businesses can:

Personalize every interaction
Respond faster and smarter
Build trust and increase retention
Drive long-term value

Real-world example: Valamar elevates guest experience

Valamar, Croatia’s leading tourism company, wanted to enhance the guest experience, not only at check-in or check-out, but throughout the entire journey. Working with BE-terna and Phobs, they launched a fully integrated loyalty platform, connected to their reservation and service systems.

The results:

Guests earn and redeem points seamlessly across services
Loyalty data enhances profiles for personalized service
Contact center and front desk teams access guest data instantly

This isn’t just about systems—it’s about putting people first.

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Turning each interaction into a relationship

Today, service drives loyalty. And your contact center? It’s no longer a cost center—it’s your brand’s heartbeat.

With Microsoft CRM, modern contact center tools, and BE-terna’s loyalty expertise, you can:

Engage customers meaningfully
Respond efficiently
Reward consistently

Why this matters across industries

If your business handles bookings, subscriptions, or support—and offers loyalty points, discounts, or memberships—you can benefit from:

Personalized service – CRM and loyalty data in one view
Efficiency – AI supports chats, workflows, and summaries
Omni-channel consistency – Call, chat, SMS, and email without silos
Proactive outreach – Automated follow-ups before and after events
Data-driven insights – Dashboards enhance satisfaction and performance

Ready to transform your customer experience?

Whether you're in tourism, retail, telecom, or utilities—if your contact center isn’t connected to CRM and loyalty data, you're missing an opportunity.

Let’s change that—together.

👉 Contact us to explore how every interaction can become a growth opportunity.