For many VSEs and SMEs, the telephony-computer coupling, or CTI, is a gadget. Something expensive, the advantages of which are not necessarily obvious at first glance. It is, however, a key technology for improving the customer relationship, by making it easier for them to contact the company and by accelerating the resolution of their problems.
Better guide customers
CTI is everywhere. Starting with the company’s telephone switchboard, whether hosted locally (IPBX) or in the cloud (Centrex IP): telephone directory synchronized with CRM or ERP customer files, sending e- emails to employees to notify them of the arrival of a voice message, possibility of automatically activating/deactivating call redirection according to each person’s absence, etc.
All this contributes to improving the efficiency of the personnel, but also the quality of the data, the information transiting from one system to another automatically, without the need to re-enter it manually. The directory is thus always up to date and takes into account the arrivals and departures of staff, changes in the telephone numbers of key partners, etc.
Interactive voice servers (IVR) are another common use of computing in business telephony: “To reach customer service, press 1.”
Thanks to Centrex IP offers, this technology is now accessible, including for very small businesses. SVIs are rapidly gaining in power: controllable by keyboard, they are now controlled by voice. And tomorrow ? They will be able to process queries expressed in natural language.
Improve customer satisfaction
The IVR helps improve customer satisfaction by directing them quickly to the right department (unlike the switchboard operator, the IVR never rings busy!) and by lightening the work of the switchboard operator, who can then focus on specific requests .
Classic example of CTI: the coupling of telephony with the company’s CRM. It is then possible to automatically open a customer’s file during a call. But also to trace key information such as the dates and times of the call and the duration of the communication. If a customer for whom an after-sales service file is open calls more and more frequently, it is a sign that you have to act quickly.
However, this telephony-CRM coupling can often be improved, with the caller sometimes having to answer the same questions again and again each time a speaker switches his call to another. The fault lies in a lack of connectivity between systems, which is easy to see when a customer relations agent (who works on a CRM) hands you over to the technical department (working on a specialized solution), who hands you over to the accounting department (which works with an ERP). CTI projects must therefore be accompanied by a reflection on connectivity and integration needs. Reflection that can lead to a significant improvement in customer satisfaction.
Simply work better
Behind the theme of telephony-computer coupling appears that of unified communications. And there, the use cases are endless. The most common is the integration between an online meeting solution and telephony. When organizing a meeting, participants can either connect through a computer (PC, tablet, smartphone), or connect by calling a dedicated phone number. A feature that contributes – here again – to improving the efficiency of employees, but also their satisfaction. A key element, in a world where employee satisfaction is becoming as important as customer satisfaction.