In the current climate, integrating customer data with customer communications channels is becoming essential. Every business today, regardless of size, benefits from this type of integration.
Why? There are two main reasons.
First, the integration between customer data (mostly CRMs or ticketing systems) and customer interactions enriches the customer journey to a great extent. It does so by bringing together significant pieces of data that traditionally have been handled separately.
Just think about it: as a customer, what would make you feel more cared for? Talking to a sales or customer service representative who knows nothing about your specific needs or history? Or perhaps, talking to an agent who conveys the feeling that they actually know you?
Wild guess: it's probably the latter.
This is exactly what Computer Telephony Integration, or CTI, allows you to do: It enables businesses to connect their communication channels to their business apps (in this case, to the CRM). This effectively means that agents have all the necessary information about a customer laid out in front of them while talking to them, which helps create an ultra-personalised customer journey.
The other major advantage of using a CTI is upgrading the agent experience, resulting in enhanced productivity and increased cost-efficiency.
When agents are able to conduct both outbound and inbound calls from within the CRM, allowing for a minimum of toggling between platforms and a maximum of consolidated information, they instantly become more productive. This, in turn, saves costs.
Why Salesforce
Toku just released their first major CTI in the Salesforce App Exchange environment, and they knew just why they were doing it.
"Demand for integrating the contact centre with the CRM is becoming a must, since businesses understand that this integration between customer data and business communications channels is what they need to take their customer journeys one step further," explains Thomas Laboulle, CEO of Toku.
"The CRM is often the main repository for companies to store and maintain their customer data. Salesforce is a leading actor in the space, and it is used by many of our large enterprise customers. That's why we chose to launch Toku for Salesforce, a cloud-based contact centre and CTI available to all Salesforce customers," shares Laboulle.
