Cloud phone systems: How integration is driving a better customer experience

In my previous article, we looked at how top performing companies are leveraging the power of the latest cloud phone systems to increase operational agility and dramatically improve customer service. In particular, it’s the ability of services built on open source technology to tightly integrate with other business systems that’s adding real value to the customer experience across the journey.

We looked specifically at some of the benefits being realised in financial services and the travel industry. But the advantages of interoperability with existing CRM and billing platforms, plus the host of intelligent features built into cloud phone systems, extend to many different scenarios.

Integration with help desk ticketing systems, for example, means that call recordings can be directly embedded into applications as an integral part of the customer history, alongside all the messages and notes that also appear in the audit trail. At the same time, social media interactions can be shared with CRM systems and used to influence call flow, so that the customer experience is good and they are quickly able to find the right specialist assistance.

In addition, outbound customer calls can automatically create support tickets and synch these to customer profiles. This enables customer service agents to react quickly and insightfully, which helps to improve customer satisfaction and capitalise on opportunities to up-sell or cross-sell. Cloud phone system features such as one-click dialling also support increased efficiency by allowing agents to spend more time on the phone with customers, and less time dialling.

Moving away from non-standard APIs and proprietary systems brings new opportunities to integrate open source telephony with platforms such as Microsoft Dynamics, Salesforce or SugarCRM. Customer data sources then become easily accessible to phone system or call centre solutions. That means information that supports deeper customer engagement can be screen-popped for staff, displayed on wallboards or used to route calls more efficiently.

Join me over the coming weeks to discover more on how communications technology is transforming the customer experience – and why smart cloud phone systems are driving real value for businesses.

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