There are a lot of acronyms that get used in the world of contact centers.
ROI. IVR. ACD. CRM. WFO. The list goes on and on.
Yet there’s one fundamental acronym we can’t overlook: CTI, or Computer Telephone Integration. Basically, CTI describes the interaction between phones and computers. Why is this important? It’s because there are so many different use cases for CTI within the contact center space, including:
- Call routing
- Voice recording
- Automatic dialing
- And, the topic of today’s post, screen pops
In this blog post, we’re going to take a deeper look at screen pops, one of the most fundamental and valuable features enabled by the right CTI integration with your CRM system.
We’ll look at what CTI-enabled screen pops are, their many benefits, and what you’ll want to do and see when implementing your own.
Now, we know screen pops seem like old news. Who hasn’t heard of a screen pop by this point? But once upon a time, screen pops were the hot new innovation on the block. And in today’s modern digital environment, screen pops are more important than ever for agents, and customers too. It seems like everything these days is about elevating the customer experience, and screen pops help to do just that.
That’s why this post focuses not only on what screen pops are in today’s contact center world, we also talk about why you should use them—and how to use them in the most innovative ways possible.
What’s a Screen Pop?
As we mentioned above, in today’s contact center environment, when people talk about CTI technology, they’re often talking about screen pops.
Simply put, a screen pop describes caller information that’s populated on an agent’s screen during the handling of a call. This goes for both inbound and outbound calls.
Screen pops give agents an instant look at a caller’s history, last agent spoken to, ticket number, payment history, account balance, and more. During calls or even after, agents can use screen pops to make live notes and updates, as well as edit customer data and information.
Picture your most recent “unfortunate” customer service call. Without CTI-enabled screen pops on the end of the other line, you were likely forced to repeat all your same information to a live agent, even after going through an IVR. Nobody wants this—not the agent and certainly not you.
With CTI-enabled screen pops, however, your experience would’ve been much different. The info collected by the IVR would be integrated with your data from a CRM. The agent would see all of the data you entered into the IVR, as well as your entire relevant customer info. It’s smooth sailing from the moment you’re connected with a live agent.
Ultimately, screen pops are about empowering agents and satisfying customers by improving interactions and first-call resolution rates.
Why Use Screen Pops?
CTI-enabled screen pops offer a range of benefits when seamlessly integrated with your CRM system.
Increase Agent Productivity
Agents can immediately find the information they’re looking for without having to search for pertinent data.
Screen pops also give agents a single user interface they can use to handle a call, take notes, and view customer data all in a single screen. This means they don’t have to search through multiple screens to find information or make edits, simplifying the process for agents and saving time for agents and customers both.
Elevate the Customer Experience
When agents can personalize calls with customers, anticipate needs, and provide faster call resolutions, everyone is happier—especially the customers themselves.
We especially enjoy when a customer service agent can recognize us and greet us by name. Thank you, screen pops. You help us feel at ease right from the start of the call.
And during the call, screen pops can help the agent recognize that we’ve been a customer for many years, and help to make sure we’re speaking to the appropriate agent or department.
Even after the call, screen pops would allow the agent to take notes about our conversation, such as our potential interest in upgrading my current credit to the next level up.
If your agents have the relevant information they need to tailor their conversations with customers and make their pitches or scripts that much more effective, they’ll be that much more likely to convert.
Screen pops enable agents to better manage leads and campaigns. Why? Because agents suddenly have access to relevant data from call histories, as well as the customer profile, along with other key information. They can use this information to focus their calls, personalize their conversations, and improve their conversion/resolution rates.
How Should You Do Screen Pops?
For both inbound and outbound screen pops, here are some things to keep in mind.
Effective User Experience:
Notifications are great.
But just like your smartphone, too many notifications on an agent’s screen aren’t helpful, it’s distracting. So make sure your screen pops are right-sized and not intrusive to the agent experience.
Web Browser Compatible:
You need to make sure that your CTI works with the web browser of choice for your contact center. That’s just 101-level stuff.
For instance, there haven been issues with Internet Explorer compatibility.
Don’t let screen pops be the only way agents can recognize an incoming call, because if they’re not looking at the screen, then what? Calls can get lost in the shuffle that way.
Instead, make sure you have another way to ping agents to let them know inbound calls are coming.
Tailored For The Task At Hand:
Empower agents to identify customers right away by giving them an enriched agent desktop that includes a unified view of the customer.
Upon connection with a customer, via screen pops, agents can be automatically presented with the customer’s account info, full interaction history, service ticket status, and so much more.
These screen pops can be tailored by the agent’s current task at hand, derived from customer inputs through an Interactive Voice Response (IVR) system, assigned to the agent’s appropriate skill level—you name it, a screen pop can probably be displayed for it.
What About the Cloud?
Glad you asked.
In today’s contact center environment, the shift to the cloud enables new capabilities for the power of screen pops.
By moving to the cloud, you open up the possibility of different systems connecting through APIs, meaning there’s no need for complex or deep integration. For example, you could integrate real-time customer account information into a screen pop so agents can tailor the conversation appropriately.
And cloud technology removes the need for on-premises hardware, translating into short-term and long-term cost savings for your business.
At LiveVox, the handling of screen pops using our CTI software is just one of the many features included with our Voice solutions.
Thanks for joining us in this deeper dive into CTI and screen pops. We hope you found this article as helpful and informative as you want every screen pop to be.
LiveVox is a next-generation contact center platform that powers more than 14 billion interactions a year. We seamlessly integrate omnichannel communications, CRM, and WFO capabilities to deliver an exceptional agent and customer experience, while reducing compliance risk. Our reliable, easy-to-use technology enables effective engagement strategies on communication channels of choice to drive performance in your contact center. Our battle-tested risk mitigation and security tools help clients maximize their potential in an ever-changing business environment. With 20 years of pure cloud expertise, LiveVox is at the forefront of cloud contact center innovation. Our more than 450 global employees are headquartered in San Francisco; with offices in Atlanta, Denver, New York City, St. Louis, Medellin, Colombia, and Bangalore, India.