January 19, 2023

Workflow Integration in the Call Center: What is It And Why is It Important?

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Workflow integrations help make call center agents’ jobs more manageable by creating seamless communication between different applications they use. There are common issues that negatively impact the call center, and finding ways to tackle those problems makes a significant difference in the way agents deliver customer support. Different bottlenecks that commonly occur include siloed data, long hold times, poor first call resolution rates, and an excessive number of applications, just to name a few.

Implementing workflow integrations into a call center’s operations can prevent and correct those bottlenecks by giving agents access to the data they need, providing customers with reliable self-service options, simplifying agent desktops, and allowing AI tools to leverage information for quality routing.

There are many different types of workflow integrations

Thinking of integrations as seamless connections is an accurate, but broad, description. Smooth interactions in different areas of call center operations can make notable differences by bringing various benefits to the table. Below is an overview of different workflow integrations and how they benefit the call center, agent, and customer.

Flexible application integrations

One of the primary ways that most people look at workflow integrations is through application integrations. Before public APIs and integration-focused operations were a major part of the call center, agents often struggled with keeping up with multiple pieces of software that were supposed to make it easier for them to deliver customer support. Oftentimes, different platforms all had their own set of logins, and each stored critical data and capabilities that agents needed during customer interactions. Also known as siloed data, this problem leads to inefficiency and a loss of productivity. If agents are unable to login to a different platform they need while on the phone, the customer experience is disrupted. 

 application integrations have been a much needed reprieve for stressed out agents

In addition, it is difficult to accurately toggle between multiple screens, particularly with the added pressure of an upset customer on the phone and the worry of meeting strict metrics. That’s why application integrations have been a much needed reprieve for stressed out agents. Over the years, application integrations have become quite sophisticated. Now, platforms such as the LiveVox CRM integrate perfectly with other commonly used applications like Zoho and Salesforce. Since the CRM can pull data it needs from these other platforms, agents can reduce the number of windows they need to deal with during each call, resulting in a much simpler interaction. Agents can also benefit from a much more holistic view of each customer profile, which would include information from other integrated sources. This provides context that would allow agents to have a clearer understanding of each customer.

Quality self-service options

Workflow integrations pave the way for smooth self-service options. Self-service allows customers to get the help they need faster than ever before. Waiting on the phone is no longer a problem for many customers. Self-service tasks such as making payments, updating account information, and checking in on order status updates are all possible for customers to complete on their own. 

However, a lack of integration can make these workflows suffer. For example, an IVR system that uses an AI virtual agent to provide customers with order updates wouldn’t be possible unless it was connected to the company’s CRM (or wherever sales data is stored.) Chatbots, which are another channel that customers can use to communicate with companies, would be limited to simple question and answer conversations. If a customer wanted to make a quick update to their account, such as by adding a new phone number, the chatbot software would need to be able to connect with the company CRM. 

Virtual agent software must also be able to communicate effectively with a call center’s router software

Virtual agent software must also be able to communicate effectively with a call center’s router software. Escalated calls can quickly get worse if an already upset customer is transferred to the wrong department or if they need to explain their situation over again to a different agent. Effective integrations ensure that AI tools have access to the information they need to better serve customers.

LiveVox offers a more expansive, more customizable approach

Customers love personalization. This is why call center leadership often push agents to address their customers by their name and do their research on who they have on the other end of the line. Personalized interactions are easier to execute when agents have the right data at their fingertips. Having access to a customer’s full interaction history can give agents much needed insight into a customer’s situation. 

The context can help agents connect with their customers and provide empathy and understanding. Integrated workflows allow the CRM to display a full view of a customer’s past communications with a company. Agents can see who a customer talked to, the date of their last call, and details about each call. This is useful when, for example, an agent sees that a customer has had several negative prior experiences. Agents can prepare themselves accordingly to better approach the customer. 

Overall, integrating valuable workflows into the call center gives agents the ability to provide customers with high-quality customer service. Integrated workflows make it easier to focus on the needs of the customer instead of the common problems agents face when using an antiquated approach. 

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About LiveVox

LiveVox (Nasdaq: LVOX) is a next generation contact center platform that powers more than 14 billion omnichannel interactions a year. By seamlessly unifying blended omnichannel communications, CRM, AI, and WEM capabilities, the Company’s technology delivers exceptional agent and customer experiences, while helping to mitigate compliance risk. With more than 20 years of cloud experience and expertise, LiveVox’s CCaaS 2.0 platform is at the forefront of cloud contact center innovation. The Company is headquartered in San Francisco, with international offices in Medellin, Colombia and Bangalore, India.

To stay up to date with everything LiveVox, follow us at @LiveVox, visit www.livevox.com or call one of our specialists at (844) 207-6663.

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