Computer Telephony Integration (CTI) is a technology that enables a computer to control a telephone i.e. the user can easily make/receive calls without even touching an actual telephone. The most common application of CTI is a “screen-pop” that has the ability to populate the computer screen with caller information and history but in recent times, “click to dial”, campaign dialling, voicemail drop are fast becoming standard CTI features. If the integration is one of quality, then all these features are embedded in your CRM leaving you with just one application open on the desktop.
What will CTI do for your business
Easy Handling of Calls Embedded in CRM
Forget about your phone buttons when CTI is enabled. Your staff can easily make and receive calls with simple mouse-clicks within your CRM. The CRM is enabled with advanced call control functions such as answer, hang up, hold, conference and transfer etc., making it simple to run the entire calling process. A good CTI application will have the ability to configure department directories so that calling, transferring calls with your organization is easy.
Detailed Information of the Customer is Available with the call
Your staff can scan through the detailed information and past history of the caller with the help of automated “screen pop”. As soon as the call is routed to the relevant department, the data of the customer stored in your CRM is “popped” when the call arrives. This empowers your people to have a more personalized and informed conversation with customers, thereby engaging them well and making them feel more valued. It also improves productivity by reducing the call handling time as there is no delay having to manually search between different databases to find the customer’s details.
Integration of Call Logs and Caller Data in one place
CTI permits integration of phone-call log and caller data such as call history, personal information, purchase history, cases and support tickets etc. – all in your CRM. These statistics can be used for reporting and creating dashboards offering you complete control of your operation and the ability to react in real time to increased call traffic, reduced staffing levels etc.
Customer data travels with the call if transferred to another person
If agents face issues while solving a customer’s query, they can immediately ask their supervisors for help. Agents can initiate a conference call and include their supervisors so as to help answer the customer’s question. Your staff can also transfer the call to other departments if required using the directories embedded in the CRM. Availability of CTI eliminates the need of repeating the information all over again, in case of call transfers, thereby reducing customer frustration.
CTI implementation helps contact centers to reduce the average duration of each call, thus ensuring higher productivity of agents. The spare time can be utilized for handling other calls which eliminates the need of adding more staff and maybe doing some outbound activity. A good CTI implementation will have a outbound dialer module which allows you to import outbound campaign lists from your CRM and automate the dialling, call back re-scheduling and logging of all activity to your CRM
Enhanced Caller Experience
By knowing the identity of the caller before receiving a call and greeting the caller by name enables agents to offer a more personalized experience. Not having to repeat the information is a great benefit to the customer. All these reduce the complexity of the call and make it a satisfying experience for both the agents and the callers. Call duration time are greatly reduced, which in turn allows for more calls to be dealt with.