Ask an Expert: Why should I integrate call tracking with Salesforce?
Our platform handles a lot; from tracking your ad campaign ROI, to managing your call center agents, to routing and analyzing your conversations. However, one of the greatest things we can do is connect to your other amazing applications.
Today, we interview our resident Salesforce expert, Merry Keane, to learn more about how our users can take advantage of this integration.
How can a Salesforce user benefit from integrating CallTrackingMetrics?
Great question! We see two primary use cases for the integration.
The first use case would be marketing and sales users who want to append marketing data to their leads (or other object records) so that they can build reports around campaign performance and lead quality right within Salesforce.
The second would be call centers who want to leverage CTM’s Contact Center tools such as Voice Menus, Smart Routing, Call Scripts, etc. and present their agents with a unified interface using Salesforce’s Open CTI. We’ve seen this cut down on human error, increase agent productivity, and provide an improved customer experience
What are some of the ways you can increase agent productivity with the Salesforce integration?
We have all sorts of handy features, such as click-to-dial. With click-to-dial, you can click the phone number on a record and it will initiate an outbound call via the Softphone right within Salesforce. Then, we can automatically append the activity.
There’s also a local presence feature for the Softphone, which enables an agent to automatically call from a phone number that is local to the person they’re dialing. Of course, seeing a local number increases the likelihood that the customer will answer their phone.
You can also send FormReactors (click-to-call forms) right into Salesforce. These are pretty cool; when a form is filled out on your website, your agent’s phone will automatically ring. When the agent answers their phone, we’ll automatically initiate an outbound call to the website visitor. The more quickly you’re able to respond to your web leads, the more likely you are to convert them into sales, so a lot of our customers see this feature as a real game-changer.
Our custom fields can be used with our Salesforce integration, too, because they can be surfaced in the Softphone (which can be directly embedded into the Salesforce platform). When you add custom fields into the Softphone, your agent can perform tasks within the Softphone – such as disposition calls, add customer information or take a credit card – while looking at other related records such as a purchase order or case in Salesforce. By using both interfaces in the same screen, they can easily multitask without being forced to navigate back to the customer record.
How can the Salesforce integration help provide a better customer experience?
I’ve seen customers use our speech analytics (Keyword Spotting) to upload words around intent, sentiment, or product. Those words can be representative of where a customer is in the journey (or funnel) so then you can invoke flows around that. I recently saw an example of this in a service team: they created a scorecard in Salesforce using Keyword Spotting. They monitored for certain words in a conversation which would indicate an unhappy customer, something like “This is unacceptable, I’m angry,”. Then, they used automation tools in Salesforce to automatically create a case or email alert for a manager to review.
Overall, the integration is a real time saver because the agent no longer has to hunt for information between multiple systems, and they have a unified view of all previous interactions (calls, forms, texts) as the call comes in. When the caller doesn’t have to repeat their story, it provides a better experience for both parties, which leads to happier customers and employees.