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2016 has marked the coming together of technology and relationships. Intertwining the capacities of Computer Telephony Integration (CTI) and Customer Relationship Management (CRM) brings to enterprise the power to handle customers in real-time.
Computer-Telephony Integration (CTI) refers to technology through which integration of interactions on computer and telephone occurs. CTI software can be run on the desktop of users or on a server. The common functions available on CTI in a desktop are screen popping, control of phone, automatic dialing, call center and call transfers. Included within screen popping is the capability to display information about the caller, the dialed number and the coming of screen notifications when there is response. The enterprise can choose between dialing controlled by the computer or automatic. In case of a server, the enterprise can also route calls, integrate voice recording and report calls with detail.
Customer Relationship Management (CRM) is an umbrella that covers the techniques, practices and tools of a company to process and understand consumer interactions. The objective within CRM is to retain customers and also nurture a thriving sales. Recently Business to Community published a piece describing the importance of CRM and how such a significance lies not in the product itself, but in how it is utilized for the company’s needs. The author Tony Rodoni points out that the company must start by training the employees with practice of logging the prospects and then move onto advancing the development. Within a CRM plan is included the four pillars of marketing, sales, order and support. While executing campaigns, forming of database and formation of leads are the main purposes within marketing; sales involves the assignment and qualification of leads followed by conversion of leads and tracking of opportunities. After the delivery of products and production of invoices, the company works on provision of service, management of cases and conduction of training under the heading of support.
Apart from low probability of data loss and precise logging of information, integrating CTI and CRM allows for more speed and higher employee productivity. With strengthening of CTI abilities, each time a new contact is established, constructive communication can be formed accompanied by meticulous recording. Here are five ways in which you can receive the most of CTI-CRM integration:
Bring into your CTI structure data analytics which can provide insights into the effectiveness and drawbacks of CRM. Share your thoughts on this.