Many companies are using Salesforce Service Cloud with Omni to engage with customers and handle their service requests. With Service Cloud, you can connect with your customers through social media channels, email, and chat. Setting up those features paints a great picture to your service team.
However, the picture is not complete because voice still remains the most important way for many businesses to communicate with their customers. Consequently, it is crucial to enable your agents to handle phone calls through the Service Cloud Console as well. Only then will the full picture of the customer journey be completed.
But Integrating the Voice Channel Can Be Tricky!
Salesforce offers voice capabilities through third party vendors that are using their Open CTI toolkit. As a customer, that means you are free to choose from a wide variety of vendors and products. Integrating the voice channel into Salesforce also means that there will be a second routing engine active, which is evidently not aware of Salesforce’s Omni routing engine, and vice versa.
This also extends to the handling of agent capacity and can make the management of your workforce more complicated. Agents will have to deal with two separate interfaces to select their presence status and handle the interactions, which introduces more complexity to their daily work and can lead to more mistakes.
Now, What Can Be Done About This?
One option could be to separate the voice channel from the other channels and have a group of agents (or multiple groups) dealing with phone calls exclusively. This will get you out of the Workforce Management and reporting nightmare, where you can use the reporting capabilities of the voice platform for your voice agents and Salesforce’s reporting capabilities for all other media types.
However, an increasing number of agents do not solely deal with phone calls anymore, but either operate in a blended environment handling multiple media types, or they work on back office tasks during times of low call volumes.
All of this requires a deep integration of the voice channel into Salesforce Omni in order to give your agents, and therefore your organization, the most powerful platform to build on the processes and customer service strategies.
While the softphone needs to fulfill your business needs first and foremost, I would recommend adding the following questions to your checklist when evaluating Open CTI vendors:
- Does the softphone support both Open CTI frameworks, ̶ the classic and the lightning version?
Although both integrations require the Open CTI framework, there are actually two different libraries available today. The softphone must be able to utilize the correct library for each of the user interfaces.
- Does the softphone integrate with Omni’s or Live Agent’s user presence?
Ideally, the agent should really only have one presence control, but if there are two of them, do they at least synchronize their states, so that one routing agent can be influenced by the other?
- Does it support screen pop configurations beyond the simple contact or case search?
Depending on your framework, you may have more things you want to look up based on IVR choices, or create and open multiple records. You may also want different screen pops at different times of the call (i.e. ringing, answered, or released).
- Does it properly record the phone call in Salesforce, with the correct records (case and contact/account) associated to it?
- Does the softphone provide an API for additional integration?
An API would allow for the most flexible integration. Depending on capabilities, you might be able to create very sophisticated screen pop behaviors, provide softphone controls from Salesforce record pages, and it can be used to couple your voice channel very tightly with Salesforce Omni-Channel.
Based on your needs, the perfect puzzle piece to complete your customer service picture may seem elusive. Nonetheless, looking at the above mentioned criteria very closely will help you to find a piece that will be a very good fit. As a result, your contact center agents will see a seamless workflow and your customers will have a better service experience – leading to the customer engagement goals that your business set out to achieve.
Johannes is a software engineer with over 10 years of experience working on web-based contact center products and cloud applications. At Aria Solutions, he is currently the Technical Lead for the Salesforce.com practice. With a primary focus on integration, Johannes connects applications to handle real-time, high volume events, such as phone interactions and user contributions. He enjoys empowering companies to get more out of their IT environment, by linking their ERP systems to operate more efficiently and create better customer experience.
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