Consumers are always looking out for better service delivery and agents in a call center have to arm themselves with sophisticated tools so that they are well-equipped to handle expectations effectively. CTI or Computer Telephony Integration is the preferred tool for a majority of call center agents in order to win over customers.
For the unenlightened – Computer Telephony Integration is an advanced technology that enables telephones and computer systems to integrate with each other along with other communication mediums such as fax, live chat, web messaging, and text messaging.
Many of the high-tech call centers equip their contact center software with the CTI functionality. This integration has helped such call centers to enjoy a competitive advantage in the industry, since an improved data-driven approach can be adopted to interact with callers.
In this blog, we will be talking about some of the key functions offered by CTI in a contact center.
1. Better Collaboration for Improved Service
Computer Telephony Integration is the key to all the below mentioned functions of call center software:
- Warm transfer
- Call barging
- Whisper coaching
- Voice & video call conferencing
When agents have access to all the above mentioned tools, they are better-equipped to get help when required. This is actually helpful in improving inter-departmental collaboration. It is easy to add a colleague or a manager to an existing call for them to resolve tough issues instead of transferring the call.
If a call transfer must be done, they can also prepare an agent about the issues of the caller, prior to the call transfer. It is possible for the call center agents to have the information of a caller on their computer monitor prior to taking a call with the help of real-time updates and CTI. It also does away with any type of headache linked with the caller having to repeat the same issues every time a call is transferred. All these tools improve the capability of the agents, bring down customer frustration, and increase team collaboration.
2. Call Routing is More Efficient
Using CTI – the telephone, skill-based call routing, IVR, and ACD can be seamlessly integrated with the business tools and database. This enables a more effective and efficient call routing process.
The routing of incoming calls can be passed to an agent who has the highest qualifications or skills to meet the requirements of a caller on the basis of:
- Previous interactions
- Caller’s demographics
- Place where the caller lives/works
- IVR selections made by the caller
- Availability of agents
- Language spoken by the agent
- Region from where calls are fielded by the agent
- Specializations, expertise and skills of an agent
- Any other factor deemed important by the company
- Day of the week and time of the day
Call routing is based on detailed information about the team, agent, and the caller. This is done to ensure that customers’ expectations are met and exceeded. This will also ensure that the callers are happier with the service provided, as they are linked to an agent who is proficient in their language and is aware of all aspects of a product they enquire about. However, the KPIs of a call center such as call handle time, first contact resolution are optimized additionally. This is a big benefit for the call center, as well as customers.
As a result, callers are happy with the service they are provided, since they are connected to an agent who is familiar, speaks their language, and also knows everything about the product being enquired about, but along with this, call center KPIs are optimized. This is of paramount importance for the customer and the call center. The relevant information about the callers is fed into a unified dashboard.
Call logs including call metrics, call transcripts, call recordings, and call history can be integrated using CTI. CTI also allows integrating other caller data from the integrated tools into a single dashboard. Some of the caller data include:
- Statuses/order fulfillment
- Purchase history
- Chat transcripts
- Support tickets
- Personal information
The dashboard unification increases efficiency of the call center agents, while they handle customer calls, so that they can offer improved personalized service to the customers.
3. Callers can be Automatically Authenticated
Callers can be authenticated by the CTI with the help of comparison of the caller’s telephone number with the information maintained by the integrated tools and database of the company. This functionality saves considerable amount of time. Moreover, it also eliminates one of the biggest causes of customer frustration today – repeating their account number and personal information so that agents can pull the relevant information.