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Legacy technology or lack of integration is stalling good customer service in some organisations, and in today’s connected age where expectations are at their peak, there’s no longer anywhere to hide. If you’re operating with siloed systems in place for customer relations, the fact of the matter is your customers will be able to tell. It’s time to embrace modern technologies and push forward, or risk being left behind. If you’re reading this, you’re almost certainly using an Avaya and CRM (customer relationship management) system separately, a good place to start is to integrate them. In this blog, we’ll walk you through all the reasons why.


The technical bits

When we talk about integrating Avaya with the CRM system, it’s what’s known as an application of CTI (computer telephony integration). There are some core functions that are the product of CTI that work really nicely when they’re connected with and delivered from the CRMS directly.

Screen-Popping - A screen-pop is a feature of a CTI that automatically displays all of the relevant caller and account information on a call centre agent's screen during a call. It works by collecting information like the caller’s phone number and or details acquired by the IVR and connected with the CRMS; it can match this information to a record and help agents to shave as much as 15-20 seconds off call handling times by providing all relevant information in one place. Other benefits include:

Personalisation: Comments can be added to the CRMS record and read back easily so that the agent is up to speed quickly with every new call. This boosts the satisfaction of not only the customer who receives a more streamlined, personal service but also of the agent who feels more comfortable having full context.

Productivity: Without integration or screen-pop agents would spend a lot of time searching the CRM system for notes which isn’t the best use of time. Agents will be more productive and get through more calls if the information is readily available.

Click-to-Dial – Click to dial does what it says on the tin. Agents can enable calls to be made by simply clicking on any phone number in the CRMS. The benefits include:

Saving time: Eradicating the need for manual dialling and or copy and pasting numbers from the CRMS to the phone service will save agents a lot of time. Calls can be made directly from the phone field of a contact, lead, activity, account or directory of the CRMS.

Improving efficiencies: Where a click-to-dial system exists connected with a CRMS, it will automatically log every outbound call, so that your vital prospect data never slips through the cracks.

Call Routing - Call routing is the process of transferring the customer to the right place or person. You might have an Intelligent Voice Response (IVR) system or skills-based routing system that you use with Avaya, and if this is integrated with the CRMS, it’s all the more powerful. Benefits include:

Maximise profits – Combining data like options selected from the IVR along with information like what pages of the site the user has visited paints a more complete picture for the agent. In a sales environment, this can give an advantage in terms of up-sale opportunities. Take a situation where an agent from a telecommunications and internet provider organisation is on a call with a member of the public that they’re trying to upsell to. If they know that person recently visited a page about making long distance calls, the agent might suggest an upgrade to a worldwide cover package or similar.

Customer satisfaction – combining the call routing element of CTI with the CRMS means that callers can be routed to the agent that they last spoke to if available. When you work within an industry where calls can be complicated, your customer support model is likely to support consistent service to reduce customer frustration and having a feature which allows callers to talk with the same person they last spoke to can be really helpful.


Other useful features of CRMS/Avaya Integration.

We’ve walked through the core functionality of a CRMS/Avaya integration and its benefits, and that’s reason enough to consider taking the plunge but there are yet more surprises to uncover.

Call recording - If you have a call recording system like Verint Verba, you can play back recordings directly from the CRMS record. This makes it much easier to find and retrieve information about calls in a timely manner.

Callback – Some integration solutions may offer extra features like Callback. Callback is particularly useful in today’s ever-demanding world where customers have short attention spans. In fact, a recent survey concluded that the average human attention span had fallen from 12 seconds in 2000, or around the time the mobile revolution began, to eight seconds. So giving customers choice and convenience in how they get in contact helps to maintain a competitive edge.


Let’s summarise the benefits of this technology as a whole.

Every different feature of this type of technology will save agents time in one way or another and as we all know, time is money in the contact centre, so it’s a great return on investment. Not only that but it makes the agents' job easier which in turn will help with retention rates and productivity. Finally, and some would say the most importantly, CRMS/Avaya integration helps boost customer satisfaction as customers receive a quicker and more personalised service.

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