Cisco’s Computer Telephony Integration (CTI) is a powerful connectivity tool for companies. With intuitive features such as an automatic call distributor and a call manager, it helps reduce overhead costs and improve contact center efficiency. To harness the full potential of this technology, companies can connect Cisco CTI with their CRMs and give customer support executives access to real-time data as well as analytics. This integration is easy to implement with Cisco’s Unified CRM Connectors for third-party software including Salesforce, Microsoft Dynamics, SAP, and PeopleSoft.
From automated call handling to generating automated reports, an integrated Cisco CTI and CRM system can benefit a company considerably. Here are six of the most significant benefits:
1. Easy call management:
Cisco CTI already has a click-to-call option which saves time and effort. But, with Cisco CRM integration, users can do so much more. Calls can be routed to the appropriate agent group for better response. In addition to answering calls via their desktops, contact center executives can also use other functionalities including hold, transfer calls, etc. They can also upload their call notes directly to the CRM and share updates with the entire team.
2. Call tracking:
The automated tracking feature that comes with an integrated Cisco CTI–CRM system ensures that call logs are automatically entered into the CRM itself, thus streamlining the data management process. Automating such mundane and repetitive support tasks can ease the workload and help customer service executives focus on the critical task of building lasting customer relationships.
3.Streamlining data management:
In addition to automatically entering call details, the system also allows users to store information. Using the note-taking feature, users can directly update the CRM with details of email exchanges, social media communication, and even offline interactions with customers. Data from business cards can be entered into the system for easy access. An integrated Cisco CTI–CRM system ensures that all the relevant customer information including contact details, purchase history, and details of previous interactions are stored in one location. So, the entire team can have access to updated information about customers at the click of a button.
4. Improved efficiency:
Whenever a customer support executive has to attend to a call, he doesn’t have to manually search for customer data on the CRM system. With an integrated system, all relevant customer details will pop up automatically. This pop-up screen also pulls data from the CRM to give specific information regarding recent purchases, service requests, a record of previous interactions, etc. This gives the contact center executives seamless access to updated customer data, including a record of earlier interactions, enabling them to have a more personalized interaction with each customer. It also helps cut down on call duration, improve response, and enhance customer satisfaction.
5. Enhanced analytics:
Integrating Cisco CTI with the company’s existing CRM not only lets users store data more efficiently but also helps them mine this data for crucial insights. With all the information pertaining to call duration and call details maintained alongside data from other modes of communication, it is easy to generate updated reports regarding customer interactions and analytics. Easy access to information also makes it easier for employees to analyze data and compare the effectiveness of different approaches, thus enabling the team to develop improved strategies to address customer needs.
6. Cost-efficient system:
Hold time and call time can be reduced significantly by automatically directing calls to the appropriate agent, and by providing them with relevant customer data. Providing contact center executives with easy access data through the pop-up screen can reduce call times by as much as 20 seconds. This seemingly modest reduction in call time ensures greater efficiency by reducing the workload. With shorter call times, executives can attend to more calls in a day, and fewer phones will be needed to handle these calls. All of this results in companies getting a positive return on the capital invested in integrating Cisco CTI with their CRM system.
With CTI–CRM integration, Cisco is moving towards building a customer interaction network that seeks to transform customer contact centers into more collaborative environments, with a focus on meeting customer needs. Cisco offers dedicated unified CRM connector services to enable companies to easily integrate their existing CRM systems with Cisco’s CTI. The system can help automate workflow, streamline information management and enable executives to resolve customer issues quickly, thereby improving customer satisfaction with the service. This integration is one of the most cost-effective ways to boost contact center productivity and cut overhead costs. By implementing this integration, companies can benefit from Cisco’s constantly evolving suite of applications that aim to improve business efficiency while enhancing customer satisfaction.
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