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CTI is a broad term that includes all the technical tools developed to integrate the interactions between a telephone and a computer. CRM is a vital part of every business. We can increase important insight and even build predictive models to project sales taking all the aspects of a customer into account.<br><br>
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Introduction • For any business to thrive in today’s competitive market, the two essentials of marketing are foraying effectively into new audiences to turn them into clients, and retaining all the previous customers to ensure they do not flock to a competitor. • Both of these practices are indispensable to the existence and growth of a company. Since major companies delegate their telemarketing duties to a call center, it then falls upon call center agents to hold true to marketing principles in both retaining customers and creating new clients. • In today’s digital age, Customer Relationship Management (CRM) is handled through the use of call center software from side to side with the Computer Telephony Integration (CTI).
Introduction • CTI is a broad term that encompasses all the technological tools developed to integrate the interactions between a telephone and a computer. • The most common usage is to describe call details on a desktop screen to provide insight for the agent, but it can also refer to more advanced server side functionalities such as the feature of automatic call routing. • Customer Relationship Management is achieved through a whole host of customer intelligence and acquired business data. • It takes in data about customer profiles, purchase patterns, call history, categorical preferences, profitability data, etc and analyzes it to find out the most optimal distribution channels, sales strategies, targeted marketing and oversees individual customer service to ensure proper follow ups and client retention.
Introduction • All of these functionalities are better implemented by the integration of phone and screen. When you study the data about a call before making it, you are better equipped to take a more effective line of approach. • Furthermore, when you get the real-time data as you are on call showing you the statistical probability of success should you take a certain route, you can steer your conversation accordingly to get the best results. • With an abundance of data continuously pouring in, agents should make use of the power of analysis to ensure better customer service and boost their business. • CRM is an essential part of every business. With the tools at our disposal, we can gain significant insight and even build predictive models to project sales taking all the aspects of a customer into account.
Here are a few tips to use CTI (Computer Telephony Integration) to develop CRM strategies. Integrate products and service channels effectively • CTI tools allow you to effectively “know” your client in a manner you could not have, if you did not have the tools to analyze every scrap of data. • This means you now have the power to know which customers are likely to come into the picture at what times and what sort of products or services they are likely to be attracted to. • This would allow you to distribute service channels with the maximum efficiency.
Customize services, products and prices to best suit your client Once you have all the relevant information about a customer, you can customize services and price them accordingly to ensure a sale, rather than trying to sell a generic package which that a client may or may not want. CTI facilitates opportunities for cross selling • Cross selling refers to the practice of selling an additional service to an already existing customer. • Because you have your customer’s needs presented to you on your desktop, it allows you to suggest the perfect additional services and makes it far likely to conclude a sale.
Using desktop-phone integration helps to quickly identify future prospects and schedule those pitches accordingly This is particularly useful for larger call centers where it cannot be guaranteed that the same agent will remain dedicated to that customer in the future. Reminders allow the new agent to know exactly what the pitch should be. Deliverance on promises becomes easier with specific memos getting saved on a desktop and reminders going out when necessary. This ensures the best of customer service and keeps your customers satisfied.
CTI is useful for inbound calls It enables caller identification, so whenever the phone rings, all relevant details of the caller along with their call history, purchase history, interest labels on various products and other details are available to the agent even before he has answered the call. CTI systems that work on the server side provide added functionality in terms of incoming calls. • These systems can automatically route a call to the agent who had handled the previous calls for the same customer. • In this way, more constructive one on one relationship can be established, through which customer retention can be maximized. • The operator can provide a very high level of personalization in such cases.
In case of outbound calls, manual dialing is a waste of critical time, especially during the peak hours CTI provides a one click call system which gives two fold advantages – it saves the time of looking up numbers and punching them in, and it also provides a knowhow of the customer beyond their name and number, which is always useful to make the first move. Call processing can be automated using Computer Telephony Integration, which is why it can be ensured that all necessary business processes can flow without a glitch. After the call is carried out, labels are attached by the agents as per the outcomes of the calls. These labels are then filed in, data is added and customer profiles are modified by the CTI.
CTI can be used to track and collect data by recording all telephone activity and attaching well-defined notes to flag their categories. This would allow for the statistical analysis to be carried out on this data later, revealing insights would come in handy for the next call with the same customer or with the other customers sharing similar interests. CTI shows the way forward for new product development • Since it is a one-stop solution in understanding the demands of clients. • Developmental paths are driven by identifying the needs of the target audience, and the utilization of CTI tools helps to do just that.
The improvement of customer care is dependent majorly on how personalized the service can be for every individual customer. • Since it is almost impossible to have dedicated personnel attending to each customer and eventually getting to know them well enough to bring about fruitful leads, we take recourse of technology to derive the requisite data and model the client’s expectations beforehand. • In this manner, the call center agents as well as the company have a sense of what to expect from the customer base even before any direct interaction takes place. • This model is continuously pruned as more and more data comes in.
CTI solutions help to determine the in-house requirements as well. • CTI gives an indication of what sort of staff would be required, what training they should have, what sorts of volume of calls are to be expected and what the predictive queries could be. • This information helps to structure the environment accordingly so that the best of customer service can be provided. Companies can use their personalized service as a USP, thus allowing for CTI to directly influence marketing strategies and ground level sales. Because CTI allows for service better tailored than any competitor, this service can be modeled as a commodity.
CTI helps to filter data and suggest only the most appropriate actions in order to conserve valuable time and resources. It emphasizes on maximizing the conversion ratio rather than maximizing the target group, since sales takes precedence over the exposure.
