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Advantages of a Salesforce Integrated VoIP System

By Melinda Stoker|Friday June 19, 2020

As the #1 CRM in the world, Salesforce is one of the best ways to track your customer data. What would happen if you embed data from every phone conversation and text message into your Salesforce system?

By integrating your phone system with Salesforce, your business will see improved order processing, customer satisfaction, increased employee productivity, and more efficient business operations.

Benefits of a Salesforce Integrated Phone System

Salesforce supports computer telephony integration (CTI), and when your phone system is integrated with Salesforce, your business can gain the following benefits:

Increased sales: Integrating your phone system data into Salesforce can maximize sales by helping you see and use your data better. One eCommerce company reported staggering metrics after integration:

  • Average number of calls increased 520%
  • Closed deals increased by 227%

Time Savings: Integration can enable the automation of many telephony tasks, which streamlines handling time. Instead of doing things manually, technology can automatically log call activity and let you place calls with a single click.

Data Transparency: There’s no need to worry that someone on your team has made a sales call without logging it into the system. Users across your team can have real-time visibility of automated call logs that help staff work efficiently and track calls easily.

Better Customer Service: Technology can enable a more personalized customer experience with screen pops that instantly display customer information of inbound callers so agents can troubleshoot and process orders faster.

Data Accuracy: System integration takes human error out of the equation. Sales managers, call center agents, and managers are confident that the call details entered into Salesforce are accurate.

Improved Employee Satisfaction: By freeing up your team from mundane data entry, they’ll be more productive, more satisfied with their jobs, and more focused on meeting their goals and responsibilities. 

How to integrate Salesforce with your phone system.

When you’re integrating your phone and call center systems with your Salesforce data, there are two logistical factors to achieving the type of integration that works best for your business’s needs.

In Salesforce, you’ll need to consider: 

  • The data you want to be saved in Salesforce: This includes the phone activity you want to track and where in Salesforce you want to track it. For example, you could be logging which user made a call, the timestamp of when the call was made, the duration of the call, a sentiment analysis, and a saved call recording. 
  • Added functionality using Salesforce data: This is an action-based consideration where data is being used rather than stored. For example, you could have an informational screen pop on your records with valuable customer details. You could also implement click-to-dial technology so that outbound calls can be effortless and fast.

When integrating your cloud-based VoIP into Salesforce, look for providers that offer:

  • Maximum voice quality and reliability: Your Salesforce integration won’t be valuable to your company if the phone system itself doesn’t provide excellent connectivity and reliable data. A strong telephony network with globally distributed data centers ensures maximum uptime and voice quality. This will allow you to support disparate and remote workers with excellent call quality via their mobile or desktop apps or pre-configured IP phones. 
  • Tools for call centers and customer service teams: Integration with Salesforce can have a tremendous benefit when it’s done at scale. Phone systems that support a call center, remote workforce of agents, or customer service reps can offer features to reduce friction. This can include skills-based call routing to intelligently match callers with qualified agents, unlimited queues, ring groups, and intelligent reconnect to instantly pair a dropped call with the previous agent. 
  • API integration: Integration via an API provides maximum interoperability and flexibility. This works at the software architecture level to let you choose how you want the systems to connect. The best way to get the benefits of API integration is to look for a provider with an outstanding customer success team that can assist with integrations and customizations. Unlike Vonage’s “orange-glove setup,” which helps with onboarding, Ooma Enterprise’s Success Heroes provide concierge-like service to help you customize your system to perfectly fit your business model. 

Integrated phone system illustration

Best VoIP and UCaaS Systems for Salesforce

When choosing a VoIP or UCaaS system for Salesforce, evaluate providers using the checklist below:

  • Are there business-class features?

Your business could have a competitive advantage by using intelligent phone technology. Consider the level of service you can provide when calls are intelligently routed and customer contact information is automatically displayed for each incoming call. Reps and agents can instantly see details like recent account activity such as their most recent orders, and personal notes a rep might want to reference like a customer’s birthday that is coming up or a favorite sports team.

  • Does it have open APIs?

This gives you full interoperability and customizability. Your VoIP or UCaaS integration should work as you need it to, custom-fit to meet your business needs rather than your business being forced to use limited “off-the-rack” integration options.

  • Is there real-time reporting?

Analysis is often a key driver of growth, team member success, and customer experience. To be able to fully maximize your system, you need robust business intelligence tools that provide real-time information whenever you need it, like the “My Day” view that tracks real-time performance for both agents and call center managers.

  • Does it provide the core competencies you need?

Evaluate a company for its voice quality, reliability, ease of use, and features like call recordings, drag-and-drop automated call routing, call histories, and UCaaS to bring together voice, SMS and video.

  • Is there highly rated support?

Problems and delays can negate your ROI. The best VoIP and UCaaS companies won’t give you the runaround when you need help. Seek out a provider that consistently delivers top-quality service from day one and offers that level of support to help you customize and tailor your system to enhance user and customer experience throughout its lifetime.

  • Is it scalable, flexible and global?

Look for a provider that uses modern, agile technology that can evolve with you as your company and your requirements grow. Make sure it can handle your needs five years or 20 years from now. Consider how you might want to expand into new regions and markets, fully integrate remote workers, extend your supply chain ecosystem, or open an overseas call center. Choose a company that has a global infrastructure and the flexibility to meet your needs now and into the future.

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Loyal customers are critical to business success because they tend to be a source of repeat business. According to The Loyalty Report 2018, “Loyalty programs that establish positive emotional connections with Members see 27% more of their Membership increasing their spend with the Brand.” This research tells us that building customer loyalty can lead to more spending.

Loyalty programs vs. improving customer experience: Designing your approach

There are different approaches to building customer loyalty. Some companies use loyalty program cards, bonus offers and other incentives. You might offer access to special deals like CVS or take 5% off the purchase price like Target. You might even give some or part of your product away for free, like airlines that provide free flights through their loyalty programs. What if your small business isn’t interested or able to offer these kinds of loyalty programs?

There is another way to encourage loyal customers to keep giving you repeat business. Gather customer feedback through a phone survey and then use that data to improve the customer experience. When customers see that the business owner has acted on their feedback, they may feel inspired to return to that business. That means more revenue for the bottom line. You just need a fast and straightforward way to conduct a customer satisfaction survey. That’s where a focused business phone survey comes in.

Why increasing customer loyalty with a phone survey is a good choice.

Organizing a customer satisfaction survey by phone offers notable advantages compared to other methods. While a net promoter survey can give you interesting data, there is no conversational element involved. Further, using the net promoter survey approach effectively requires a certain degree of specialized training in the net promoter methodology.

You might also consider online customer surveys. Surveying your email list or website is worth attempting. Depending on the size of your email list or website traffic, you might be able to get a large number of survey responses. The challenge with online customer surveys is that you will have to spend a lot of time reviewing the data to find insights. There is no way to ask a customer to clarify their survey responses or provide an example.

Conducting a customer satisfaction survey by phone gives you the best of both worlds. You can ask questions and get survey responses. However, you also have the opportunity to provide the human touch. For instance, you may hear a customer complain about a lost or delayed order. When you hear about a problem during a phone survey, you can gather all the necessary details to make the situation right with the customer.

How to increase customer loyalty with a phone survey step by step.

The following steps give you a starting point to create a simple customer satisfaction survey. Over the course of a month, you could gather a significant amount of insights to improve your customer service by calling five to 10 customers per day.

  1. Define your customer satisfaction survey goals.

Before calling a single customer, reflect on your business goals. Are you seeking to improve your profit margins? In that case, you may want to focus your survey on the customers that spend the most on your business. Finding ways to make high-spending customers content may give you an excellent return. Alternatively, you may decide to focus your survey project on whether your local SEO has attracted customers. 

  1. Write your customer satisfaction survey questions.

Now that you have clarity on your goals, it is time to write your questions. According to Survey Monkey, a survey software company, it is best to focus your survey on closed-ended questions. An example of a closed-ended question would be: “How many times have you bought from our business in the past 12 months?” However, this kind of question may not give you the ideas you need to improve the customer experience.

At the end of the survey, consider asking one or two open-ended questions to understand better what your customers like. Encourage customers to think creatively with a question like this: “If you could change anything in our business, what would you improve?”

Tip: Reduce your need for note-taking by using call recording, but make sure that you ask for permission first.

  1. Test the survey with a small group of customers.

With your list of customer satisfaction questions, make a few test phone calls to customers. The purpose of the test is to discover if any of the questions are unclear. If you receive confusing answers, revise the question to make them clearer.

  1. Train employees on how to gather survey responses.

Consider running a few training phone calls for your employees. Ask them to call you or other employees in a role-playing scenario. Making a few practice calls will help your employees become more familiar with the questions. Besides, practice phone surveys will help employees learn how to record survey responses accurately. Once the training is complete, give your staff a list of customers to call and let them get started.

  1. Review the survey responses for insights and follow up with customers.

After all of the survey responses are in, schedule time to review the results. In particular, look for patterns in the results. If a large number of people gave low scores to your website, you may need to make improvements. Also, review the survey responses received in the open-ended questions. You might be pleasantly surprised at what customers tell you.

  1. Follow up with customers after the survey when needed.

A phone survey lets you gather rich insights because you can quickly ask follow-up questions. However, merely gathering survey responses may not impress your customers very much. Instead, offer to refer problems to the business owner for improvement or offer to enter the respondent in a drawing for a gift card. That is a much more compelling improvement! By addressing problems and issues when they arise, you stand a much better chance of winning additional loyal customers.