Publish Date: January 24th 2019
At the time of writing this post I am being billed as a Salesforce consultant for a public sector company, as part of their solution they wish to integrate CTI, which simply means integrating telephone systems and computers, with the Salesforce implementation. Given I have had no experience with CTI prior to this project I thought it would be good to share my newly found knowledge with you all. I will be discussing the following tasks areas:
What is CTI and why would you want to integrate it with Salesforce?
CTI as a standalone system simply connects a telephone system with a computer system, typically to allow data exchange and event logging from calls made to and from customers or prospects. These telephone systems are not your typical physical phone, they comprise of a software installed on the desktop (softphone). The current project I am working on is using a CTI provided by Storm.
However, in order to improve the efficiency of users, it is necessary to use it in conjunction with a CRM system so that system can match incoming phone calls with the correct customer and conversations can be more relevant. As such the main obvious quick win is that CTI allows you to bring your call centre staff in line with more valuable data regarding customers for better selling capabilities, whilst constantly improving CRM data.
What does it do?
Based on my new found CTI knowledge, I have been able to see the following features that can be enabled using CTI and salesforce integration:
What benefits does Salesforce and CTI bring?
One of the main and most obvious benefits of this implementation is the flexibility of work that sales teams gets due to cloud telephony. Call centre personnel can operate remotely and thus have an option to work from home. Some other useful benefits of CTI are listed below:
Increased Use of your CRM –
Integration of your CRM with your telephone system will increase the usage of your CRM system as a direct result. One of the hardest things I have personally noticed, having worked as a Admin previously, is how to motivate and encourage Sales members to make use of Salesforce to enter interaction data. Sales reps often place calls from mobiles that are not integrated with your CRM, which means they then have to enter this data manually which discourages them from entering data is sales are not. By having your reps make all calls from a soft phone or desktop phone that is integrated with Salesforce (or from the Salesforce1 mobile application), those calls will all be automatically logged and tracked.
Improved Sales Teams Performance –
Key higher leadership and managers also have the ability to optimise team’s performance and sales strategies based on Salesforce Dashboards to track KPIs such as number of calls made, success rates, average call durations etc.
Reduce Your Call Handle Times –
Time is saved based on the multiple small advantages that CTI bring, for example not having to enter a phone number manually (click-to-dial), having additional caller information thus having a higher likelihood resolving their issues. That will drive down handle times while improving customer satisfaction.
More Efficient Workflow –
The sales representatives entire workflow becomes more productive with a multitude of call controls. This includes the ability to leave a pre-recorded voicemail for your prospect while moving to the next call. It also includes basic call control function such as ending the call, automatically dialling extensions, and automatically information about the call such as the duration, and outcome.
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