CTI (Computer Telephony Integration) allows computers to interact with a phone system, moving control of the telephony platform to a computerized environment. There are a whole host of benefits for successful CTI adoption for businesses and users alike. CTI often takes advantage of cloud technology as opposed to a more traditional hardware approach such as an on-premise PBX. One of the biggest advantages is that it brings together CRM and communications data.
Here are 3 benefits CTI can bring to your business, ASAP:
- Provide better customer experience with functionality such as inbound screen notifications, allowing agents to direct calls quickly for a more personalized customer journey.
- Have personalized, smarter conversations using CRM-driven screen notifications that offer detailed information about a caller, including historic interactions
- Improve employee performance through measurable KPIs relating to call records and stats accessed through CRM dashboards
For a CTI implementation to be successful, you need to make sure that it is connected to the system where your data is stored. Your whole communications stack should encompass as many of your business-critical communications channels as possible.
By placing your data and communication channels tightly together, you provide your teams with a unified view of a customer. Your agents can see all interactions with a specific caller, no matter the medium where those interactions took place. For example, if a customer is calling in to talk about an email they received, your agent can see the email in the CRM and offer a personalized experience. The same applies to all forms of communication such as text, instant messaging and social media messages.
Companies that adopt CTI successfully can expect cost savings, productivity gains, and customer satisfaction improvements. However, equally important are the CTI adoption benefits that are less obvious: collaboration across parties, assistance in performance management, and having more time and resources to focus on growing your business.
A good CTI solution will help you identify opportunities, specifically for your business. Productivity gains as a standalone promise aren’t good enough, you must get specific. CTI without a CRM integration is only half the story and you only gain half of the advantages.
Get your CTI solution right by talking to potential vendors about their CRM integration capability. Seek testimonials from businesses that have successfully adopted CTI and have an outcome aligned with your goals. Ultimately, you need to make sure that your chosen CTI solution can contribute to your company’s success.