Keys To Pair SMS & CTI For An Integral Customer Service Setup in Salesforce
Operating a customer service call center is a complex process. However, different software can make the process easier to manage. For example, Computer Telephony Integrations (CTI) offer call center operations the option to integrate their phone systems with their computer systems fully. This allows them to keep better track of every interaction while also offering capabilities to drastically improve call center productivity.
When looking to optimize your customer service call center setup, a CTI may be the centralized solution you need. CTI systems offer robust capabilities, including SMS for Salesforce, call monitoring, call recording, and more. You can streamline your call center operations with these options available, boosting efficiency.
Well, here’s how you can leverage SMS and CTI in your customer service call center setup.
Key Functions Of CTIs
Before we discuss how you can use CTI, we should start by covering the core functions of CTI systems. Let’s divide the features into three categories: collaboration features, efficiency features, and authentication features.
- The 3 Categories of core CTI functions:
- Collaboration features
- Efficiency features
- Authentication features
Here’s a little more about each set of features.
With a CTI system in place, you can access valuable functions like warm transferring, call barging, call routing, ring groups and call queues, and voice conferencing. With these tools available, call center agents are better equipped to get the assistance they need to do their jobs well. In addition, using other functions like call monitoring can also make training call center agents on the job much easier.
These functions of CTI systems also help improve inter-departmental collaboration. When using a CTI system, your agents always have access to the information they need to perform well. For example, if a call transfer must be done, the person performing the transfer can prepare the agent about the caller’s issues by providing real-time updates to the caller profile. Agents also have access to past data generated by callers.
- Some of the details that are recorded and shared in real-time by CTI systems include:
- Statuses/order fulfillment
- Purchase history
- Chat transcripts
- Support tickets
- Personal information
An essential function of CTI systems is their ability to make call routing and task management more efficient. All of the data from your callers is integrated with your CRM; therefore, call routing can use that data to forward calls to the right agents. The CTI system evaluates caller data then routes the call to an agent who has the best qualifications or skills to meet a caller's needs.
- The routing of calls typically depends on the following:
- Previous caller interactions
- Caller demographics
- Selections made by the caller
- Language spoken
- Specializations and expertise of an agent
- Day of the week and time of day
- Agent availability
Calls can also be routed based on custom parameters set by your company.
Having calls routed automatically saves a lot of time because callers are able to reach someone who can actually help them more quickly. This ensures that customers are satisfied with the service they’ve been provided, which helps you retain loyal customers.
Having all voice and text communications integrated into your CRM lets you keep better track of every interaction. This includes call monitoring, barge in, call recording, rep training.
One of the most frustrating experiences for customers is repeating their account number and other personal information to agents. Automatic authentication features cut this step from the process, saving a considerable amount of time. Callers are automatically authenticated by the CTI once a caller’s telephone number is referenced against the information stored in your call center’s database.
The fact that callers are automatically authenticated allows for more possibilities. For example, if a caller is transferred, the receiving agent can instantly pick up where the last agent left off. This speeds up your workflow, allowing agents to take more calls on a given day.
Use CTI To Track KPI’s
One way to leverage a CTI in your call center operation is to use a CTI-enabled CRM to track relevant KPI’. KPI’s, or key performance indicators, are essential metrics that can be tracked and measured to assess performance. By keeping a close eye on your KPI’s, you can learn how well your teams are serving callers. With this information on hand, you can tweak operations to improve KPI’s that are lacking with the aim of improving customer satisfaction.
Before you can start monitoring your call center’s KPI’s, you need to know which ones are important to track. Ideally, you should monitor KPI’s that provide you with insight into the customer experience, agent efficiency, and overall call center performance.
Here are some examples of KPI’s you should consider tracking in your call center.
Customer Satisfaction Score
To ensure that you are providing excellent service, you must understand how happy your clients are with the support you are providing. The best way to find out if your agents are performing well is using customer surveys to get continuous feedback. Many companies set customer satisfaction score (CSAT) goals and follow them closely in hopes of finding opportunities for improvement.
- After collecting surveys, find your CSAT score percent by using the following formula:
- Customer Satisfaction Score (CSAT) = (Total number of positive responses/Total number of responses) x100
First Contact Resolution
Being able to solve your clients’ problems quickly is closely linked to customer satisfaction. Not being able to do so can decrease customer satisfaction scores. That’s why you should closely monitor your first contact resolution. First contact resolution is an indicator that shows the percentage of calls in which agents are able to solve the caller’s problem in a single contact with no need to transfer, escalate, or return the call.
- This is the formula used to find your FCR:
- First Contact Resolution (FCR) = (Total calls resolved on first attempt/total calls received) x100
Call Abandonment Rate
If callers are hanging up before they reach an agent, that may mean they are frustrated with the customer service process. There are endless reasons as to why they may be hanging up, but you should track call abandonment to ensure that it isn’t due to a reason on your end. If you have more than a 7% call abandonment rate, you may want to consider finding ways to eliminate wait times.
- This is the formula used to find your call abandonment rate:
- Call Abandonment Rate = (Total abandoned calls/Total calls received) x100
Adherence to Schedule
Your call center agents should spend as much time on the phone as possible during their shifts. By tracking their adherence to schedule, you can identify whether they are taking calls fast and minimizing time in between calls. Low adherence should be avoided because it can result in poor customer service due to lack of agent availability.
- Adherence to Schedule formula:
- Adherence to schedule = (Total available agent time / Total time in an agent's work schedule) x 100.
Cost per call
Knowing how much you are spending on manpower is critical in today’s highly competitive marketplace. The cost per call indicator shows how each call impacts your bottom line. Reducing cost per call can maximize cost efficiency in your call center. With a CTI enabled CRM, you can closely monitor your cost per call and strengthen your bottom line.
Leverage CTI To Offer Astounding Customer Service
Regardless of any the tech investments you may make, it’s vital not to leave out the human aspect of customer service interactions.
Fortunately, the CTI systems not only boost efficiency, but they also enable agents to provide higher levels of customer service. A CTI-enabled CRM provides agents with the information they need, when they need it, leaving them with more time to provide personalized service to the callers.
That’s not the only way CTI systems can be used to improve customer service. Here are some other ways your agents can leverage CTI to provide a better customer experience.
Create and Manage Notes
Call center agents often need to restate customer issues multiple times before they can find a resolution. Fortunately, customer issues are easily tracked through your CTI-enabled CRM. As the case develops, agents can reference past issues when suggesting their final resolution. If the problem isn’t solved by that resolution, it’s easy to look back at past steps to determine where they went wrong.
Your CTI system will open the door to several employee training methods. For example, call center managers can use the call monitoring function to listen in on agent calls then provide feedback. Calls are also recorded within your CRM, so agents-in-training can listen to examples of good or bad calls. After integrating a CTI system, you won’t have to worry about training agents to use a new CRM. CTI systems work directly with your CRM.
Offer 1-on-1 Interactions
Various CTI systems, such as PhoneIQ, offer Salesforce integrated SMS functionality. That means your agents can engage in text message conversations with your customers using their personal PhoneIQ number. 97% of all text messages are opened, so this is a valuable capability that can dramatically increase customer satisfaction.
Optimize Your Call Center Performance With a CTI System
A Salesforce CTI allows your team to make and take calls through Salesforce. With a PhoneIQ system in place, agents can easily make calls from their work queue, and inbound calls are routed to the appropriate agent automatically. Other time-saving features include task management, automatic activity capture, report generation, and KPI tracking.
Integrating a CTI system is integral if you want your customer service call center to reach the next tier of performance. Use the contact form below to learn more about our call center CTI system.