2016 has marked the coming together of technology and relationships. Intertwining the capacities of Computer Telephony Integration (CTI) and Customer Relationship Management (CRM) brings to enterprise the power to handle customers in real-time.
Computer-Telephony Integration (CTI) refers to technology through which integration of interactions on computer and telephone occurs. CTI software can be run on the desktop of users or on a server. The common functions available on CTI in a desktop are screen popping, control of phone, automatic dialing, call center and call transfers. Included within screen popping is the capability to display information about the caller, the dialed number and the coming of screen notifications when there is response. The enterprise can choose between dialing controlled by the computer or automatic. In case of a server, the enterprise can also route calls, integrate voice recording and report calls with detail.
Customer Relationship Management (CRM) is an umbrella that covers the techniques, practices and tools of a company to process and understand consumer interactions. The objective within CRM is to retain customers and also nurture a thriving sales. Recently Business to Community published a piece describing the importance of CRM and how such a significance lies not in the product itself, but in how it is utilized for the company’s needs. The author Tony Rodoni points out that the company must start by training the employees with practice of logging the prospects and then move onto advancing the development. Within a CRM plan is included the four pillars of marketing, sales, order and support. While executing campaigns, forming of database and formation of leads are the main purposes within marketing; sales involves the assignment and qualification of leads followed by conversion of leads and tracking of opportunities. After the delivery of products and production of invoices, the company works on provision of service, management of cases and conduction of training under the heading of support.
Apart from low probability of data loss and precise logging of information, integrating CTI and CRM allows for more speed and higher employee productivity. With strengthening of CTI abilities, each time a new contact is established, constructive communication can be formed accompanied by meticulous recording. Here are five ways in which you can receive the most of CTI-CRM integration:
- Creating Humane Junctures, not Transactions: Once your information management structure is in place, your staff will have greater amount of energy and time at their hands. In an environment armed with information that can be transformed into meaningful insights by fusing the powers of computer and telephone, the company can focus on catering to the customer’s needs. Chart out a plan and create a workshop module on how the human dimension of the customer-company relationship can be cemented and also train your staff for the same.
- Incorporate data analysis: 21st century has been the age of meaning-through-information. With CTI and CRM coming together, you can dole out a series of data-related functions with high efficiency: utilizing records for business planning, tracking and logging of calls and acquisition of information in CRM following every call.
- Initiate Automatic Dialing: While dialing a number might not seem like a task that consumes lot of time, on a large-scale, the CRM department expends thousands of hours in dialing the contacts. With CTI brought into the loop, the workers do not face the need to dial each number and can automatically dial a number on clicking it. This also allows CRM staff to divert more time into the conversation than being monotonized through the dialing of numbers.
- Register non-integrated communications: There are events which do not get recorded into the system automatically. This will include text messages, personal dialogues and Facebook messages. Your CTI system will come with note-taking tools which will help you keep track of information you receive from other sources. This information can include those on business cards and contact forms. Once the information is available at a singular spot, you can comfortably reach out to it while in need.
- Exploit analytics’ power: The application of business analytics differs from one type of system to another. This will also depend upon the kind of information involved and its use. The CTI system will provide you with information on the timing and duration of phone calls and also on their frequency. After you have brought together CTI and CRM, you can use the flow of information to know your customers fully. This includes level of interaction with customers, the amount of contacts browsed before a decision was established, interaction on social networking platforms, and general level of responsiveness to calls & mails.
Bring into your CTI structure data analytics which can provide insights into the effectiveness and drawbacks of CRM. Share your thoughts on this.
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