The Critical Role that CTI & Smart Call Routing Play in Increasing Customer Satisfaction

Posted: 31 August 2018

How satisfied are your customers? When your customers call you, what level of service are they experiencing? Did you know that linking your call centre and your Customer Relationship Management (CRM) system can not only improve customer service levels, it can create cost savings for your business?

What is Smart Call Routing?

Smart Call Routing uses a combination of call data, caller information and your customer database to intelligently route calls to the most appropriate call centre agent.

By using a customer’s telephone number, it is possible for you to identify whether a caller is a frequent or important caller, therefore bypassing an IVR (Interactive Voice Response) and routing them straight to the relevant agent or department. It has been documented that improved customer service levels increase customer loyalty which directly impacts sales.

How can customer satisfaction be further improved?

By integrating your Customer Relationship Management (CRM) with your cloud contact centre, you can further enhance customer satisfaction levels.

Computer Telephony Integration (CTI) describes any technology that enables computers to interact with telephones. Smart call routing is one function of CTI with screen pops being commonly used. Screen pops display information to the agent about the caller the moment that they phone. On average, call centres who utilise screen pops, experience a reduction in their Average Handling Time (AHT) of 5 – 12 seconds. This creates significant costs savings within your contact centre.

Other examples of smart call routing include:

  • Connecting a caller to an agent they have previously built a rapport with
  • If a caller speaks another language, routing the caller to an agent who speaks the same language
  • Prioritising VIP or frequent callers in the call queues and routing them directly to the correct department or agent
  • Offering special offers if they are due for contract renewals, based on information derived from the CRM

Interoperability within your contact centre

Interoperability is the ability of computer systems to exchange and make use of information. It is highly unlikely your contact centre relies on one platform to deliver all your software needs.

When there are multiple software vendors involved, it is important that the systems interoperate and integrate seamlessly with each other. For example, your cloud contact centre software talking to your CRM. ipSCAPE can integrate with almost any cloud CRM like SalesForce, ZenDesk and ServiceNow.

CTIs can log and record calls and caller information in CRM tools, maintaining your CRM as a single source of truth for customer information.

This added benefit creates a positive experience for callers and a more efficient use of your resources.

To create legendary customer service in your call centre by integrating your CRM with your call centre, contact us.