According to a Gartner survey, customer experience has become a key differentiator for more than 65% of companies. Many organizations are now competing solely based on how they improve their customers’ journeys, streamline interactions, and make their overall experience memorable. But data silos and fragmented consumer interactions keep companies from giving their customers the truly frictionless journeys they expect. One of the most important gaps that needs to be plugged in is the one between the CRM and the contact center. Agents, as the customer-facing frontline, need access to critical CRM data while proactively engaging customers.
But this is only possible if contact center agents have easy access to the correct data at the right time. Integrating telephony with your CRM using CTI connectors can bring in greater flexibility and functionality, enabling your sales and support teams to serve customers better, close more sales, and boost productivity.
In this blog, we’ll explore one of the widely-used CRM i.e. Salesforce and learn how CTI integration elevate the customer experience and amplifies agent productivity.
What is the Salesforce CTI Integration?
Salesforce is one of the most powerful and prominent CRM systems today. It ties together disparate databases and functions as a single source of truth for organizations to tap into. But without a CTI or computer telephony integration, the support and sales teams cannot capitalize on the valuable customer data stored in Salesforce to enhance call-based customer interactions.
The primary function of the CTI integration is to connect the CRM and modern phone systems, enabling agents to conduct various call operations within the Salesforce environment. Without ever leaving the Salesforce screen, agents can manage calls and engage their customers with a higher degree of personalization. The Salesforce CTI connector can instantly retrieve all relevant contextual customer information and contribute to faster call resolution, better FCR rates, lower AHT, and better CSAT scores.
But that’s not all. A customized CTI integration can empower contact center agents to automate workflows, toggle between multiple communication channels, escalate cases, access the knowledge base, and get a birds-eye view of their performance statistics within Salesforce.
| Also Read: Enable Contact Center Transformation with Salesforce CTI Integration |
How does the Salesforce CRM Connector Impact Customer Experience and Agent Productivity?
It Automates Redundant, Manual Tasks
Contact center agents often expend much of their productive time in conducting tedious manual tasks that can be automated with ease – such as data entry, contextual note taking, and escalation. Agents are hard-pressed for time to focus on other essential cognitive functions like closing sales and capitalizing on relevant upselling and cross-selling opportunities.
By integrating telephony into Salesforce, many of these tasks can be automated, freeing up agents to anchor all their efforts within actions that directly result in better sales and KPI improvements across the board.
It Brings Critical Telephony Features onto Salesforce
AI-powered contact center software provides organizations potent tools to enhance agent performance and customer services. Features such as call notes, omnichannel communication, agent dashboards, analytics, and supervisor controls are critical to the functioning of a contact center. What if all these features and tools could be brought onto the Salesforce CRM?
Salesforce CTI integrations turn the Salesforce screen into a formidable customer experience solution, letting agents and supervisors engage their customers, gather insight and intelligence, and manage overall operations without leaving Salesforce.
| Also Read: Top Benefits of Salesforce Integration With Your Applications Using CTI Connector |
It Lets You Personalize Customer Engagement
Today’s customers love being pampered. Personalized, indulgent customer service can convince them to pay a premium of up to 13%! By integrating telephony and CRM, agents can leverage customer data to design customized customer interactions. In real-time, agents can access contextual information, including past tickets, conversation history across all channels, and customer preferences from the Salesforce database. This opens otherwise hidden upselling and reselling opportunities, delivers a much better customer experience, and helps retain customers for a longer time.
Another critical factor is that CTIs also integrate the knowledge base with Salesforce, empowering agents to provide proactive support to their customers.
It Lets You Track Agent Performance from an Integrated Dashboard
Agent KPIs such as AHT, FCR, and queues directly influence the contact center’s overall performance. Supervisors need a constant pulse on these metrics to make sure agent performance is at par with the expected standards. Computer Telephony Integration gives you the flexibility to embed the interaction monitoring controls such as barge-in, silent monitoring, state change, and real-time assistance team performance KPIs – all inside the CTI gadget for seamless performance monitoring.
For an even more granular approach, contact centers can opt for custom CTI integrations that enable supervisors to access rea-time queue and interaction statistics – allowing supervisors to seamlessly track contact center performance from a single dashboard and use the insights to develop customized training programs for their agents.
As markets continue to evolve and customer demands change, organizations must actively change their customer service approach. Connecting the Salesforce CRM with a phone system ensures that companies stay relevant and hold an edge over their competitors.
| Also Read: 5 Ways in which Agents can Work Smarter with Salesforce CTI Integration |
NovelVox’s Salesforce CTI connector enables seamless call orchestration and support from within Salesforce. It eliminates silos between your CRM and the contact center, thereby, boosting agent performance, offering granular visibility into KPIs, and providing customers with a superior quality of service. Contact us today to learn about NovelVox and how it can metamorphose your Salesforce CRM into a powerful customer engagement platform.
