What is a Cloud Contact Center?
Many companies continue to use their legacy telephony solution to integrate with Salesforce. While connecting a locally installed PABX with the Salesforce cloud works, there are some downsides to this. A Cloud Contact Center solution helps to get the right Computer Telephony Integration (CTI) and to let your sales and service teams work optimally!
Local Telephony Platform
Already since the 1970-ies, companies want to streamline incoming calls. Automatic Call Distribution (ACD) and other tools got implemented, to get a better distribution of incoming calls and to be able to better plan work in the Contact Center. Streamlining incoming questions and being able to effectively distribute work to agents has always been very important in Contact Centers.
To be able to report on customer questions, Customer Relationship Management solutions got implemented. Telephony integration was quickly adopted with local CRM systems as, again, this provided a more accurate and faster response to customers.
Automatically recognising incoming calls, based on the caller's number or a contract number (as example), provided better and faster service to customers. But in terms of reporting, it was difficult to create consolidated reports. A Business Inteligence environment was needed to bring all data together. And still, it was not easy to create reports on 'number of calls to resolve a question' as the telephony system and the CRM system were two separate systems.
Since the rise of Salesforce the usage of cloud solutions have become very popular. Companies migrate from on-premise CRM to Salesforce because it creates great value and more flexibility to the organisation and its users. Employees may use Salesforce from everywhere. They are no longer bound to use the Enterprise Application - Salesforce - from within the office.
As Customer Experience becomes more important, Salesforce also eagerly integrates more (support) channels in its solution. While phone is still important, other channels like e-mail, chat and social media are on the rise.
While companies migrate their CRM to Salesforce, often the telephony platform is not updated. CTI with on-premise only solutions was doing ok before, but integrating a local telephony platform with the Salesforce Cloud is not optimal. It provides extra security constraints and (data) integration challenges to have a performant solution in place.
Cloud Contact Center
Moving the telephony platform to the cloud ensures a closer integration with Salesforce. Cloud Contact Center solutions not only integrate phone conversations. They also ensure that e-mails, web requests, chat conversations and social media questions are routed via a single routing engine. Salesforce implements omnichannel functionalities, the Cloud Contact Center platform extends Salesforce's functionalities so that questions get answered by the correct agent. You get best of two worlds: Salesforce captures incoming questions from different channels (except phone) and the Cloud Contact Center solution (next to accepting calls of course) selects the right agent and ensures that the correct Salesforce record is displayed in the agent's Salesforce application
A Cloud Contact Center solution provides functionalities like:
- Screen pop-up
- Automatic call logging and recording
- Local presence
- Voicemail drop
- Interactive Voice Response (IVR)
- Skills-based routing
- Intelligent routing
Using a Cloud Contact Center solution with Salesforce ensures that you have unified reporting across the channels that you support. All from within Salesforce! This ensures that you have full reporting capabilities for all communications that happen via the Cloud Contact Center platform.
You want to know more about Cloud Contact Center solutions, and their integration capabilities with Salesforce? Then fill in our contact page!
More interesting articles: