In a digital age where success is driven by customer experience (CX), CTI can really be the difference that sets one business apart from its competitors – but how?
Computer Telephony Integration, or CTI, is technology that allows a phone system to connect to computer programmes such as the CRM to help businesses cut down call handling time, boost agent efficiency and performance, maximise customer experience and increase revenues on a number of levels.
Listed below are some of the key features CTI offers to help contact centres, help desks, sales teams, customer service representatives and other companies with phone representatives improve their overall performance.
Greater Call Control
In a busy contact centre, help desk, sales team or customer service environment where agents are expected to deal with an exceptionally high volume of calls and deliver impeccable service to every customer, the demand for a solution that enables them to work with greater efficiency is essential.
By integrating an agent or user’s telephone with their computer and allowing them to access a rich set of advanced call features such as call transfer or click-to-dial, productivity rates increase, call queues are minimised and the customer experience is boosted during every call.
Call Workflows
Keeping the customer happy and preventing them from having to wait in lengthy call queues or speak to a number of agents before finally getting through to someone who is qualified to deal with their issue is crucially important.
With workflow configurations from CTI providers such as InGenius, contact centres can integrate their phone system with their CRM to automatically route calls to the relevant agent based on customer data stored from previous interactions.
Screen Pop
Time is precious for every customer, so when they contact a business they want the agent that answers to immediately know who they are, why they are calling and what they need to do to get the issue resolved as soon as possible.
With CTI automated screen-pop functionality, agents will automatically receive a pop-up window on their desktop that lists all of the customer’s personal information and call history so they can get to work solving the issue within seconds rather than minutes.
Automated Call Logging
Though CRM software is highly useful for a business and helps them track customer journeys, analyse customer behaviour and provide a more positive customer experience all round, it’s true value is only realised if it is used by the agent.
By automatically logging call data into the CRM during every call, CTI is an effective way to ensure that information is tracked consistently and removes the risk of agents either forgetting to log the information or logging the data incorrectly.
Call Reporting
We can’t change what we don’t know and unless calls are being monitored and recorded, contact centre managers have no idea how well their agents are performing or how satisfied their customers are with the level of service they are receiving.
With CTI, every call is automatically logged and all data is saved along with it directly within the CRM, and can be used to improve the training of agents & measure their performance levels, to track customer experience and to protect the business from any disputes that could occur after the call has been made.
