According to a study conducted by Gartner Research, customer relationship management (CRM) is rapidly becoming one of the top technology priorities for chief information officers, and for good reason. With rules and regulations constantly becoming more severe, the economy still struggling, and social media creating a place where customer service experiences (good or bad) can go viral, CRM integration is one way companies are able to differentiate themselves from the competition.
Because CRM is one of the most important aspects in fostering and maintaining relationships with not only current customers, but new prospects, CRM integration is an important factor to a successful call center. In another study done by Gartner in 2012, it was found that CEOs consider CRM as the most important area of investment to improve and expand businesses over the next five years.
One key area to CRM integration is computer telephony integration. By utilizing CTI customization in call center environments, calls are able to be routed to the correct agent when a customer calls, and the CRM application automatically completes the screen pop for the agents so they are able to see who they are talking to, as well as the call history. This allows for faster and more efficient customer service, and of course, a happier customer.