ServiceNow CTI Integration for Contact Centers: What is It and Why it Matters

One crucial factor that differentiates a successful business organization is its attention to customer service. Understanding your customers to deliver them services as per unique individual preferences sets in the circle a positive feedback system that in turn brings better revenue, greater customer satisfaction, and loyalty.

But isn’t every organization trying to deliver optimal customer experiences, then what sets some businesses apart? The answer comes down to efficiency – operational and technological.

Contact centers are the first point of interaction for businesses with customers and if they are under-equipped with technical means or have to resort to manual labor to handle tasks, there are chances your staff is overwhelmed with work and customers return unsatisfied with your services.

What then is the way out? The solution lies in Integration.

The What and Why of CTI (Computer Telephony Integration)

The two core technologies at the center of every contact center are a telephony system and a CRM like ServiceNow, Salesforce, etc. Being essential to the everyday functioning of the contact centers, agents are mostly required to switch between these two systems multiple times in a single day.

Image this, the agent receives a call from a regular customer, but to even know that the customer has had multiple interaction sessions with the agent in the past, he needs to hop from this telephony interface to the CRM. This takes a hit at the agent’s productivity without any fault of his own.

A CTI Connector resolves this problem by integrating the two disparate systems and reflecting all customer details from name, past interactions, contact number, preferences, etc on the agent interface as soon as the customer calls in. This eliminates the need for agents to hop from one tab to the next to understand the customer’s needs and preferences.

Understanding ServiceNow CTI

Integrating your contact center telephony systems like Cisco, Avaya, Genesys, Amazon Connect, Zoom, Webex, Five9 and Nice with ServiceNow CRM allows all customer data to be consolidated in a unified interface. This gives the agents a holistic view of the customer’s journey and equips them to deliver services per customer expectations. This integration helps synchronize the call data, real-time insights, and previous interactions to equip agents with context for the upcoming conversation, helping them lend a personalized touch to their services.

Features of ServiceNow CTI Integration

Let’s now understand some key features of ServiceNow CTI Integration solution that sets the tone for personalized, context-driven, and effective interactions to take place between agents and customers.

1. Embedded Call Controls

The unified ServiceNow CTI interface comes equipped with quick call controls to reduce manual handling of operations on the agent’s end. Call controls like click-to-dial, hold, answer, consult, transfer, conferences, etc are displayed on the unified panel before the agent. Other than accelerating the call-handling process, quick call controls also render efficiency by cutting down on error-prone manual processes.

2. Screen Pop

Customers today have little patience to repeat themselves again and again. Most customers subjected to such frustrating processes may leave unsatisfied only to never return. But with the Screen Pop in CTI, agents get to know who the customer is and what he/she wants before they even utter a hello. This is because as soon as the customer calls in, all his details are screen popped on the agent’s screen with relevant information to make the ensuring conversion context-driven.

3. Omnichannel Integration

With digitalization seeping into our everyday lives, customers are not restricted to just phone calls or emails to reach out to agents. They have plenty of options in the form of SMS, video, webchat, social media, etc. But imagine the torture for the agents who would have to switch between these many channels to understand where the customer had his last conversation. Well, not with CTI. ServiceNow CTI brings all communication channels on a unified interface, allowing agents to gather context from conversations across numerous touchpoints without switching tabs.

4. Intelligent Call Routing

When call volumes are high, assigning calls as per the skill of the agent becomes pivotal for business productivity. ServiceNow CTI Connectors automate this call-routing process and direct the calls to agents that are most suited to resolve customer queries. By aligning the unique skills and proficiencies of the agents with the nature of customer queries, intelligent routing minimizes wait times for customers and ensures their issues are addressed promptly.

Other features of CTI Connectors include agent state control, integrated call disposition, automated call logging, one-click screen transfers, integration with third-party applications, and more.

Benefits of ServiceNow CTI

Having seen the features of ServiceNow CTI Connectors let’s now delve into the benefits of the integrated tool for your business.

⦿ Add a Personalized Touch to Interactions

One of the core aspects of effective customer service is personalization. The integration of ServiceNow with telephony systems enables this by keeping the agents informed at the beginning of each call. Such insights help agents tailor their services based on individual preferences and interaction history. This can be the beginning of a long-term customer relationship.

⦿ Reduced Costs and Better ROI

Agents and customers try to save time whenever and wherever they can. Long call duration usually means unsatisfied customers. And not to mention, long calls also take a toll on the agents’ motivation to deliver high-quality service. With ServiceNow CTI integration, you can bid adieu to such worries and embrace the future of customer service. Easy and simplified access to relevant information allows agents to quickly resolve calls and provide customers with context-driven and effective solutions.

⦿ Tap into Agent Efficiency and Productivity

ServiceNow CTI empowers agents to view reports and dashboards from within the ServiceNow interface, such as average handle time, time in queue, dropped calls, average talk time, etc. All these standard metrics allow businesses to dig deeper into call information and gain insights about things such as how many calls it took to resolve a case, etc. Review of such detailed reporting can allow you to fill in the gaps in agent training to improve their performance.

Wrap Up

If you are looking to revolutionize your customer interactions and elevate agent productivity then NovelVox CTI Connectors can be the answer to your woes. Stay on top of your productivity game by leveraging cutting-edge solutions designed to seamlessly integrate your existing phone system with CRM/ITSM applications like ServiceNow, Salesforce, MS Dynamics, Hubspot, Zendesk, EPIC, Freshdesk, Oracle, and more.

Render a competitive edge to your business with a suite of contact center solutions from NovelVox.