How to Use CTI to Develop CRM Strategies

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How to Use CTI to Develop CRM Strategies
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Introduction

• For any business to thrive in todays competitive
  market, the two essentials of marketing are
  foraying effectively into new audiences to turn
  them into clients, and retaining all the previous
  customers to ensure they do not flock to a
  competitor.
• Both of these practices are indispensable to the
  existence and growth of a company. Since major
  companies delegate their telemarketing duties to
  a call center, it then falls upon call center
  agents to hold true to marketing principles in
  both retaining customers and creating new
  clients.
• In todays digital age, Customer Relationship
  Management (CRM) is handled through the use
  of call center software from side to side with
  the Computer Telephony Integration (CTI).

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Introduction

• CTI is a broad term that encompasses all the
  technological tools developed to integrate the
  interactions between a telephone and a computer.
• The most common usage is to describe call details
  on a desktop screen to provide insight for the
  agent, but it can also refer to more advanced
  server side functionalities such as the feature
  of automatic call routing.
• Customer Relationship Management is achieved
  through a whole host of customer intelligence and
  acquired business data.
• It takes in data about customer profiles,
  purchase patterns, call history, categorical
  preferences, profitability data, etc and analyzes
  it to find out the most optimal distribution
  channels, sales strategies, targeted marketing
  and oversees individual customer service to
  ensure proper follow ups and client retention.

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Introduction

• All of these functionalities are better
  implemented by the integration of phone and
  screen. When you study the data about a call
  before making it, you are better equipped to take
  a more effective line of approach.
• Furthermore, when you get the real-time data as
  you are on call showing you the statistical
  probability of success should you take a certain
  route, you can steer your conversation
  accordingly to get the best results.
• With an abundance of data continuously pouring
  in, agents should make use of the power of
  analysis to ensure better customer service and
  boost their business.
• CRM is an essential part of every business. With
  the tools at our disposal, we can gain
  significant insight and even build predictive
  models to project sales taking all the aspects of
  a customer into account.

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Here are a few tips to use CTI (Computer
Telephony Integration) to develop CRM strategies.

Integrate products and service channels
effectively

• CTI tools allow you to effectively know your
  client in a manner you could not have, if you did
  not have the tools to analyze every scrap of
  data.
• This means you now have the power to know which
  customers are likely to come into the picture at
  what times and what sort of products or services
  they are likely to be attracted to.
• This would allow you to distribute service
  channels with the maximum efficiency.

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Customize services, products and prices to best
suit your client
Once you have all the relevant information about
a customer, you can customize services and price
them accordingly to ensure a sale, rather than
trying to sell a generic package which that a
client may or may not want.
CTI facilitates opportunities for cross selling

• Cross selling refers to the practice of selling
  an additional service to an already existing
  customer.
• Because you have your customers needs presented
  to you on your desktop, it allows you to suggest
  the perfect additional services and makes it far
  likely to conclude a sale.

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Using desktop-phone integration helps to quickly
identify future prospects and schedule those
pitches accordingly
This is particularly useful for larger call
centers where it cannot be guaranteed that the
same agent will remain dedicated to that customer
in the future. Reminders allow the new agent to
know exactly what the pitch should be.
 Deliverance on promises becomes easier with
specific memos getting saved on a desktop and
reminders going out when necessary.
This ensures the best of customer service and
keeps your customers satisfied.
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CTI is useful for inbound calls
It enables caller identification, so whenever the
phone rings, all relevant details of the caller
along with their call history, purchase history,
interest labels on various products and other
details are available to the agent even before he
has answered the call.
   CTI systems that work on the server side
provide added functionality in terms of incoming
calls.

• These systems can automatically route a call to
  the agent who had handled the previous calls for
  the same customer.
• In this way, more constructive one on one
  relationship can be established, through which
  customer retention can be maximized.
• The operator can provide a very high level of
  personalization in such cases.

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In case of outbound calls, manual dialing is a
waste of critical time, especially during the
peak hours
CTI provides a one click call system which gives
two fold advantages it saves the time of
looking up numbers and punching them in, and it
also provides a knowhow of the customer beyond
their name and number, which is always useful to
make the first move.
Call processing can be automated using Computer
Telephony Integration, which is why it can be
ensured that all necessary business processes can
flow without a glitch.
After the call is carried out, labels are
attached by the agents as per the outcomes of the
calls. These labels are then filed in, data is
added and customer profiles are modified by the
CTI.
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CTI can be used to track and collect data by
recording all telephone activity and attaching
well-defined notes to flag their categories.
This would allow for the statistical analysis to
be carried out on this data later, revealing
insights would come in handy for the next call
with the same customer or with the other
customers sharing similar interests.
CTI shows the way forward for new product
development

• Since it is a one-stop solution in understanding
  the demands of clients.
• Developmental paths are driven by identifying the
  needs of the target audience, and the utilization
  of CTI tools helps to do just that.

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The improvement of customer care is dependent
majorly on how personalized the service can be
for every individual customer.

• Since it is almost impossible to have dedicated
  personnel attending to each customer and
  eventually getting to know them well enough to
  bring about fruitful leads, we take recourse of
  technology to derive the requisite data and model
  the clients expectations beforehand.
• In this manner, the call center agents as well as
  the company have a sense of what to expect from
  the customer base even before any direct
  interaction takes place.
• This model is continuously pruned as more and
  more data comes in.

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CTI solutions help to determine the in-house
requirements as well.

• CTI gives an indication of what sort of staff
  would be required, what training they should
  have, what sorts of volume of calls are to be
  expected and what the predictive queries could
  be.
• This information helps to structure the
  environment accordingly so that the best of
  customer service can be provided.

Companies can use their personalized service as a
USP, thus allowing for CTI to directly influence
marketing strategies and ground level sales. 
Because CTI allows for service better tailored
than any competitor, this service can be modeled
as a commodity.
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 CTI helps to filter data and suggest only the
most appropriate actions in order to conserve
valuable time and resources.
It emphasizes on maximizing the conversion ratio
rather than maximizing the target group, since
sales takes precedence over the exposure.
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