October 27, 2023
Listen to this articleWith the changing marketplace, customer demands also keep changing. This can become a challenge for any company to actually work with those changing demands and expectations and successfully cater to those. This signifies an essential need to streamline operations between the service and sales teams while following a customer-centric approach. Salesforce CTI integration is the way to achieve that synchronization between both teams.
Bringing the sales and service teams together is an efficient way for a business to build personalized experiences for customers while adapting to the changing dynamics of the market. What makes it even more necessary is increasing competition, more customer awareness, and a downfall in the profit margins.
Integrating the Salesforce and CTI systems is an integral measure for any business, enabling teams to streamline service, sales, marketing, and other business aspects, achieving a combined view of customer information.
Integrating the CRM with the CTI system is an efficient way to optimize the solution, enabling reps to handle customer interactions efficiently. So, in this blog, we’ll work on understanding the entire concept of this integration in a better way, particularly listing the top features that you can access.
Computer Telephony Integration, or CTI, helps connect your systems with the telephony systems that your service team has been using to engage with customers. Using CTI for Salesforce means integrating your Salesforce solution with your telephony systems, thus efficiently sharing relevant information between both systems.
The whole idea is to enhance customer satisfaction through the integration by minimizing the wait times involved. This would help in improving productivity, too, enabling representatives to run calls from within their Salesforce solution, ensuring that the details of the call would automatically be saved in the org.
The integration will enable teams to achieve seamless workflow, and with features like call routing, it helps to quickly assign suitable reps to customers. For customer service teams, the focus is always on delivering efficient experiences to customers and engaging in a way that leads to their satisfaction. That’s something CTI integration with Salesforce helps to achieve.
Now, we have acquired some basic understanding of the integration. Let’s jump ahead to understand the top features of the integration that make it valuable for companies.
With Salesforce CTI integration, you can access a range of features that will boost customer service and will also enable you to streamline communication with customers, maintaining records in Salesforce.
Although the integration enables a user to access multiple features, we’ve listed the ones that are most important and hard to miss out on.
With the CTI system integrated with your CRM, you can access multiple phone control features like mute, hold, answer, call forwarding, hang-up, and conference, all available within a single console.
This might seem to be quite a small thing, but it would save a lot of precious seconds of service agents spent switching between systems to access phone controls and to find relevant information in front of the screen while connecting with any customer. This helps in cutting down any kind of distractions, thus enabling reps to focus more on engaging with customers in a better way.
This integration thus helps in improving agent productivity, enhancing call management simplicity, and providing ease to conduct more streamlined customer engagement.
CTI has a feature known as Automatic Call Distributor that helps in conducting data-directed call routing. This means the call transfer will take place after the system matches the inbound call information with the database of the company.
This helps in automating the call routing process by assigning a particular call to an appropriate agent, thus increasing the speed of complaint resolution and enhancing customer satisfaction. Also, this saves customers from getting frustrated to update the new rep with the issue again and again.
Call routing is thus a valuable feature for call centers and service teams, enabling them to handle high call volumes while ensuring faster resolution.
Agents can access CTI tools within Salesforce with Open CTI to work with comprehensive call monitoring and recording capabilities. This enables the agents to get a detailed understanding of issues that the customer is facing and deliver just the most suitable solutions.
Call recording enables agents to recall everything customers talked about, extracting insights that are relevant to them, which can be used to conduct personalized engagement with customers. This will ultimately help to enhance customer service, leading to more happy customers.
With the integration, you’ll be able to access the screen pop feature that will contain relevant customer details. The agent attending a customer would receive a pop-up on the screen as soon as the call is received. Any information about the customer that is relevant to the agent would be visible in that pop-up. Thus, it will enable the agent to easily answer customers and resolve their queries faster.
The pop-up feature enables a quick search through the records of the CTI system, fetching the essential details about customers. It also provides agents with access to customer details and their calling history so personalized service can be provided to them.
The Salesforce integration with CTI systems also enables the feature of click-to-call. The feature provides customers with the ability to connect with reps while browsing through a website or app, thus enabling them to reach out faster.
For agents, the integration provides the ability of predictive dialing or auto-dialing, through which they can call a list of numbers automatically. As soon as the system detects a connection, the call will be assigned to a live agent.
Despite all the numerous social media channels, telephony is still one of the best and fastest ways for agents to connect with customers. And to make it even faster, connecting the telephony system with Salesforce is the way to go. With the numerous features and benefits, this integration could be a game-changer for your service teams.
All you need is a team of Salesforce integration experts to access those incredible CTI features from your CRM. Contact us and let the best professionals assist you as you plan to boost your service productivity.
