There was a time when your telephone system was controlled by technology experts. These telephony engineers could be in-house or consultants. What they often had in common, was the fact that they were far removed from being expected to understand your customers.
Normally you wouldn’t let your telephony engineer decide how your customers should experience an interaction with your brand, but up until a few years ago, you really didn’t have a choice. Surely every interaction should be driven by the service, marketing and sales departments, configuring and optimising your company’s telephone experience. However, it was generally considered far too technical?
Moving to today, most telephone systems have left dusty basements and travelled up into the clouds. On-premise equipment is a thing of the past, and most companies have signed contracts with cloud PBX providers. Their telephone systems are operating just fine and to a certain extent, there are still telephone engineers involved, but changes are easy to make and mostly happen digitally.
However, it’s not enough to create a future proof user experience, including personalisation. Nor does it give your customer facing departments full control over the telephony experience. That’s why a lot of companies are now looking to integrate their telephone system within their CRM, often called “voice integration”, or more technically it’s referred to as Computer Telephony Integration (CTI).
Phone / Voice is the Most Frustrating Customer Service Channel.
Are there any advantages to integrating your CRM and your telephone system
Integrating your telephone system with your CRM gives you different advantages based on whether you’re working primarily with sales or service. Some advantages include:
- Make and receive calls inside your CRM
- Click to dial any number
- Incoming call screen pop for immediate contact history availability
- Route calls to available agent or to account manager
- Take live call notes and store them against the record
This is only a small selection of available features, but it’s clearly a big upgrade, not only from the basement telephone system days, but even from a non-integrated cloud telephony solution.
Here at Natterbox we have specialised our CRM integration to Salesforce exclusively. In May 2017 we became the first global telephone system 100% embedded and managed entirely within Salesforce.
So what do we mean when we say our Salesforce CTI is fully embedded?
In one sentence; your whole telephone system is now in the hands of a very customer orientated role, your Salesforce administrator. Now important reports will reach the right department heads and everything your customer facing departments learn about customer requirements can be actioned in short notice, all inside Salesforce.
For example, a Sales Director can get reports inside Salesforce to understand who is performing and who isn’t, what we call Data Driven Sales Management. If you are running an international operation, operating a Global Contact Centre inside Salesforce is very possible and makes sure all your records are in one place.
While it’s certainly true that Natterbox is more than a CTI, being fully integrated with the largest CRM provider allows Natterbox to offer distinct advantages for you and your business.