For sales reps or call center managers looking to combine the power of a CRM with a phone system, Computer telephony integration (CTI) is the answer. For many, that integration involves HubSpot. HubSpot CRM integrations apply the full depth of business intelligence to every consumer interaction, turning raw data into bottom-line ROI.
Why bother with computer telephony integration (CTI)?
Whether or not consumers realize it, call center representatives tend to know a fair amount about them by the time they say: “Hello”. That’s the power of CTI—pushing high-value, real-time data to employees engaged in human-to-human interactions with customers. That knowledge can solve problems more efficiently and offer subtle customer relationship support to retain more clients.
CTI can even aid call center representatives before the conversation begins. Pre-routing data gathering gleans information from consumers that sends calls to the most qualified representative. For consumers, this means an overall smoother experience. It lowers the chances of pogo-sticking from representative to representative while searching for the right person or department.
For employees, pre-routing saves time. With entry-level questions already asked and answered, representatives can dive into the core issue immediately. (Consumers are grateful for quicker solutions as well.) Lowering the amount of live call time frees representatives to handle more consumers each day. The benefit to employers? Less call center staff.
While customers and call-center representatives may never interact more than once, CTI avoids the perception of communicating with a stranger. On a personal level, CRM data may contain notes that help representatives navigate a heated conversation with a demanding client. On a professional level, notes from previous calls—from contact history to technical solutions—can get representatives up to speed immediately.
Unique advantages of HubSpot CTI
HubSpot’s CRM tackles the so-called “tasks salespeople hate.” HubSpot’s promise is less time on spreadsheets and in Microsoft Outlook and more time interacting with customers. It’s about streamlined, centralized communication to support disparate teams of sales and customer service representatives working with clients. It’s also free in its basic format.
Combining HubSpot’s CRM with its automated inbound marketing tools—a prime source of HubSpot revenue—reflects the power of HubSpot integrations, even within their walled garden. The potential to transition internal HubSpot connections into a system-wide HubSpot CTI integration offers a glimpse at the potential of a start-to-finish sales and marketing platform.
For call center representatives, HubSpot phone integration empowers staff with more than basic consumer data. It can include notes and history related to sales staff interactions, or even knowledge about which marketing materials potential consumers have received or opened.
HubSpot reports that every phone call costs a company up to $15. This frequently puts companies in a bind: They want to satisfy consumers’ need to reach out quickly but avoid an inundation of calls that offer little sales potential. The knee-jerk reaction, according to HubSpot, is often to make phone numbers harder to find. But that solution serves company, not consumer, goals.
This is where data plays a critical role. HubSpot CTI can help prioritize and route calls according to various rules defined by CRM data. Avoiding the all-or-nothing approach when it comes to calls can make ROI more predictable for call centers and prioritize the time and energy of sales staff.
Post-call analysis can help refine an initial set of inputs from HubSpot CTI integration to develop an ongoing process of refinement. Because marketing and sales data live in the same location, call centers can also become a source of data for other agents at a company by pushing call analysis out to sales teams or marketing departments. Does a marketing department exist that wouldn’t want to learn about the correlation between specific marketing materials and sales?
How to Integrate HubSpot with a phone system
The process varies dependent on the phone system involved. These examples reflect the capacity and process for HubSpot CTI with major phone systems:
How CTI works with HubSpot
Identifying a caller’s number allows an integrated system to connect the phone number to a record in the HubSpot CRM. Once the CRM record and phone number are connected, HubSpot can deliver various datasets to the call center representative before the conversation even starts.
This data can include everything from the caller’s title to the history of interaction. For large call centers with divided responsibilities, this ensures the caller reaches the right representative first time round. That may mean reaching the person with the right technical skill set, or the ideal employee to manage a critical relationship with a high-value client.
Because representatives don’t need to seek out any of this information, they can maintain their focus on solving the consumer problem—or completing the sale.
What to Integrate for HubSpot-linked phone systems
There are several HubSpot integrations available. Some, like Auto-Dialer and Power Dialer, build efficiencies into standard call center activity (and useful efficiencies for sales staff making periodic follow-up calls). For example, HubSpot CTI integration allows employees to place a call by clicking a number directly in the CRM—no wasted time dialing, misdialing, or redialing numbers.
For new callers, HubSpot integrations allow the creation of new accounts, contacts, and leads. Inevitably, consumers change numbers and add or change points of contact. The ability to create or update accounts means none of this information is lost, and system-wide data stays consistent. For needs that go beyond the work of call center staff, HubSpot provides the ability to create a task for other team members quickly and easily.
Recording calls, call tracking, and call analytics offer a valuable post-mortem on client interactions that can help refine processes and reallocate resources.
Technical components of HubSpot CTI
While the exact nature of the applicable technical setup varies from provider to provider, all organizations must answer questions that affect implementation:
- Is the phone system managed in-house? In-house managed systems, common at large organizations, shift the technical burden to internal IT teams. A managed, cloud-based system migrates the bulk of the technical implementation to the phone system provider.
- Is the current phone system capable of HubSpot integration? The key integration feature is a VoIP system (rather than a traditional PBX landline system). VoIP is essential to connect CRM data with a phone system. Confirming the capability for HubSpot integration with the service manager or in-house technical team is an appropriate starting point.
- Which numbers will be included? Not every company phone will need HubSpot CTI. Identifying the subset of numbers that can extract value from CTI limits technical implementation to core components of the marketing and sales process.
- Who will have access to what? CTI integrations connect many data points, but not everyone needs access to all the data. (Certainly, not everyone needs editing access to all data.) Establishing a hierarchy of access that gets the right data to the right people at the right time is a fundamental step toward extracting value from a CTI investment. This should also include who has access to reports and the responsibility for implementing improvements based on call data.
- Where will calls be routed? Small call centers may receive all inquiries; large centers may develop specialties to handle certain clients or issues. Mapping a routing framework before implementation can avoid later headaches due to haphazard routing.
- Who will train and support call center staff? Every new system or integration has a learning curve. HubSpot CTI is no different. Even if staff are already familiar with a phone system and HubSpot as separate technologies, training to highlight the virtues of the integrated system will get more value from the linked platforms.
Ready, Set, Integrate
Acquiring consumer data is no longer a business challenge. If anything, the primary focus has become managing vast troves of data. Siloed information fails to take advantage of key integrations that can arm employees with the data they need to serve consumers more efficiently and close more sales.
CTI provides an opportunity to connect call center data with a CRM. For the many companies that rely on HubSpot, this integration can connect every dot throughout the customer journey. Understanding the technical capabilities and process for implementation provides a framework for connecting HubSpot with an existing or upgraded VoIP phone system.
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