By Sakshee Sunil Sarrawgi.16 Aug 2018 .
10 min read
What is Computer Telephony Integration (CTI)?
Computer Telephony Integration or CTI is a term that describes the technological ability to control the functionalities of your phone systems through your computer. Through CTI software you can efficiently run and easily scale your business communications with your customers, without facing extra operational costs or investing in hardware/infrastructure.
Benefit for customers: When customers call your helpline, IVR will redirect them to the specific department based on their concern. This saves them a lot of time and also makes sure that all their concerns are addressed by experts in the respective domain, leading to a higher satisfaction rate.
Benefit for the agents: Computer Telephony Integration systems will ensure that all the customers’ information can be accessed by your agents on a single platform. They can also control calls from their desktops, which means that they no longer have to continuously keep switching between the handset and your CRM software. This makes the process highly productive and allows them to provide each customer with high quality, personalized support.
Benefit for the firm: Computer Telephony Integration advantages for the business ensure that by investing lesser and saving money, you actually provide more to your customers, increasing your customer satisfaction considerably. It also helps your sales team connect to more prospects easily using click-to-dial and automated dialing. Fostering strong relationships with them through personalized conversations using analytics available in the CRM. This allows them to convert a higher number of leads into sales.
So, how exactly does computer telephony integration work to provide your firm with everything it needs to upscale its call center?
When a customer calls your company’s helpline, your CRM software allows you to access the customer’s information even before routing the call to an agent.
Different key presses are assigned for each department in the firm. The call is then forwarded to the respective departments depending on the specific need of the customer. The CTI software also allows you to control which agent the call is routed to based on their area of expertise, level of experience and availability.
As soon as the call is transferred to the agent, a screen pops up on their desktop, displaying all the relevant information about the customer and their previous call history. They can also view news from other agents who may have come in contact with the customer at an earlier time.
The agent can then use this information to easily solve the caller’s query without making the customer repeat their problem all over again. They can also transfer the calls to experts or add other agents on the call if they need extra help to support the customer. This considerably reduces the time spend on each call and also increase the number of problems that are solved.
Computer Telephony Integration products ensure that your agents have all the resources they need to help a customer. In such a way all your customers receive full support and care at each stage of their purchase cycle. This allows you to retain your customers for the long term and continuously inform them about the benefits of staying with your firm.
What to look for in a Computer Telephony Integration provider?
1. Easy scalability
If you are successful your businesses will grow continuously. However, unscalable operations hinder this process. Choosing a CTI software that can keep up with your growth allows you to expand according to the market demand.
2. Cost of service
One of the most important aspects for choosing a CTI provider is the cost that comes with their services. It is important to understand the incremental and hidden costs to get an overall picture of your expenditure. This allows you to create a proper budget keeping in mind the operational costs, bulk prices and price per SMS and also compare different companies to pick the most cost-effective for your firm.
3. Uptime and delivery rates
Computer Telephony Integration systems should ensure fast and guaranteed delivery of messages and connection of phone calls. You can use data regarding previous years bounce rates, delivery time, downtime, etc. to get an idea of what to expect from them in the future.
The application programming interfaces (APIs) are set of tools that allow two different systems to interact with one another. When choosing from different CTI provider, you must pick one that has fully functional and well-documented APIs. The company should also be able to integrate these APIs with your existing system easily.
5. Customer service
Make sure to choose a Computer telephony integration provider that provides you with the full support you need to use to their products to the most. This will, in turn, impact the level of help you can offer to your customers. The problems that come up in your communication system should be fixed immediately and not negatively impact your other business operations. Selecting a provider that focuses on customer care and offers instant support will be highly beneficial for your firm.
How can you leverage Computer Telephony Integration products?
1. Tracking Calls
Through live-call monitoring and call recording, you can track each conversation that takes place in your call center. This helps you get an idea of the quality of conversations your agents are engaging in. This helps you identify pitfalls in the interactions so you are able to provide the right assistance to your agents before their assist your customers.
2. Number masking
Computer telephony integration providers allow you to mask your numbers to keep it hidden from or other parties that engage in the conversation. This helps you protect the identity of the parties and increase the privacy of your customers.
3. Package tracking
You can let customers track their package in real-time. This not only gives them the reassurance of timely delivery but also eliminates the need for them to call you continuously to get know the status off your shipment.
Computer telephony integration system consists of APIs that allow you various features that help you enhance your customer interactions. For example, you can use API to make your greeting messages personalized for your customers. The integration is very easy and helps you get to know your customers better.
5. Upscale your call center
Through CTI software, your call centers are better equipped to handle larger call traffic without adding infrastructure or increase agents. With no set-up costs, you can easily interact with your customers as and when you want, hassle-free.
6. Missed calls
You can automatically disconnect incoming calls from your customer and run successful missed call marketing campaigns. This facility of computer telephony integration allows you to collect information regarding your customers, notification opt-ins/out, feedback, etc. You can also easily facilitate two-way communication with your customers, instead of continuously bombarding them with information, by making the process more interactive.
What your customer see determines the image of your company. Computer Telephony Integrations system lets your business communication speak for itself. By creating a better experience for your customers through each call or SMS you are able to highlight your strengths as a firm. At the same time, you ensure that your marketing campaigns are successful in attracting potential clients who will later turn to become a part of your company.
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