the picture can't be displayed. demystifying cti for the
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Demystifying CTIfor the common good…
Rowland Dexter – Managing Director, QGate
§ Working with “CRM” for over 20 years§ Dynamics 365 partner in the UK§ ISV partner
§ Paribus Discovery Data Deduplication –prevention and cure)
§ Paribus Interactive – Enhanced search and duplicate data avoidance
§ intelli-CTi – integration with phone systems
Introduction to QGate
§ Share our experience§ Bust a few myths§ Clarify terminology and misconceptions§ Suggest some best practices§ How CTI can enhance your users CRM experience,
customer service and benefit your business§ Q&A
AGENDA
Some personal experiences
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Where the mystical stories start?
Software Vendors
“We don’t have a software solution…”
“Sorry, we don’t understand phone systems…”
“Can I have screen popping and dialling from CRM
please...”
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“but we can probably build you one…”
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Phone Vendors
Language of the CTI mysticsTAPI
ACDPSTN
CSTA
MiTAI
Predictive Dialling
POTS
USDSIP
Power Dialling
IVR
DDI
CSTA
PBX Preview Dialling
VOIP
Unified Messaging
TSAPI
Analogue
MPLS
Auto Dialling
DTMF
Screen popping
Call RecordingTSP
Call routing
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Phone Vendors
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! ? ?? !!!Confused!
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§ Automatically look up the record in CRM - Screen Pop Vs Announce § Log the call against a Contact, Case or Opportunity§ Create a related Phone Call Activity with notes§ Create a Case, Opportunity efficiently while on the call§ Initiate Scripts§ Initiate workflows§ Use the DDI (Direct Dial Inwards) intelligently§ Use IVR (Interactive Voice Recognition) intelligently§ Log call statistics to create reports/dashboards§ Record the audio§ Route to the correct user
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“When a call in comes I would like the system to…”
Inbound Call Conversation Points
§ Click to Dial§ Preview Dial, Power Dial, Auto Dial§ Predictive Dial§ Dial from list of
§ Contacts§ Accounts§ Cases etc
§ Create Phone Activity record§ Log call statistics to create reports/dashboards§ Record the audio
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“I would like to use the data in CRM to…”
Outbound Call Conversation Points
Compatibility conversation pointsThe picture can't be displayed.
“Will it work with my phone system which is…
§ …TAPI compliant?”§ …a VOIP system?”§ …in the cloud?”§ … uses SIP?”§ …different in each location?”§ “… years old?”, e.g. Avaya CS1000?
Phone System APIs – are not all created equal!
§ TAPI is not the only API i.e. MiTAI, CSTA, TSAPI, OIA§ Phone system APIs have different vocabularies:
– Avaya - The Cat Sat On The Mat – Panasonic - Cat Mat Sat The ON– Mitel - On Mat Sat The Cat– Asterisk, Ringcentral - On Mat The
§ So, if API does not include all functions, CTI capabilities will be restricted
§ The better solutions will support a wide range of system APIs and therefore a wide range of systems
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A traditional VOIP Infrastructure
CTI API is part of the PBX and may need Licence from system vendor to enable
PSTN / SIP Trunks
PBX(Single tenant)
IP LAN/WAN – Carries Voice data to IP Phones & the CTI data stream
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If in the cloud, need to ensue the API is exposed
SIP?The picture can't be displayed.
“ Does SIP replace VOIP?”
§ SIP does not replace VOIP§ SIP “carries” VOIP but also other protocols such as
• video conferencing• instant messaging• media distribution
§ The SIP controls can enable programmatic call management
§ SIP is enabling lower cost, flexible telephony
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SIP based hosted SaaS systemsMulti-tenant Cloud SaaS based telephony platform
e.g. Broadsoft, RingCentral, Telsis - These may be white labelled and known locally as something else
ßBroadband connection not PSTN
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You still need to check the API capabilities
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Increasingly, it is the handset that determines
the compatibility for integration
Phone System Functions - Not CTIThe picture can't be displayed.
“What will my phone system do for me?”
§ Manage call routing to the correct user§ Manage voice mail§ Predictive dialling – Requires specialist add-on
§ CTI should be able to interact with the call once established
§ Record the call – Requires specialist add-on§ CTI should be able to log the recording ID into CRM
CTI Considerations - Phone Numbers
§ 01329 222800, 441329 222800, (0)1329 222800 x 210§ Canonical format for dialling - +44 (1329) 222800
– Different formats by country– Different dialling rules by country at least
§ CTI will not work correctly if numbers not managed– Does Dynamics help?– Will my CTI solution help?
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“Do I have to think about how I hold phone numbers?” YES!!!
CTI Considerations – Custom requirements
§ Consider you needs and custom requirements§ Do you need or capture additional information§ Different behaviours for different users
– Marketing, Sales, Customer Service§ How does your identified integration solution support
custom requirements?
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“Can I use the DDI to drive a script?” Possibly…
Complimentary Applications/Solutions
§ Predictive dialling§ Call Recording§ Reporting§ Scripting
– Microsoft Dialogs Vs Third Party Solutions• TK Dialogs: Logic (Flowchart) driven scripting with data integration
§ Call Centre Management§ Unified Service Desk
CTI or Call Centre?
§ A CTI solutions is a user focused system enhancement, bringing improved user efficiency and ideally better monitoring and logging of phone related activity
§ A Call Centre solution is a specialised operationally focused set of functionality of which CTI maybe a small part
Call Centre Solution Capabilities§ Support for multiple channels
– Phone, email, chat, social
§ Agent management– Scheduling, scripting, monitoring, measurement, wall boards
§ Queue management§ Inbound call management
– Skill based ACD, IVR routing
§ Outbound call management§ Predictive dialler§ Call recording
Unified Service Desk
§ Provided by Microsoft as part of Dynamics 365
§ Aimed at larger call centre operations
§ Small desktop install, configured via D365
§ Lots of configuration options for D365 integration
§ Visual Studio development required for external application
integration e.g. ERP
§ Includes simple scripting – ISV’s can integrate
§ No inherent CTI capability – left to 3rd parties to deliver i.e.
intelli-CTi or custom integration development
CTI for improving Adoption of CRMü Reducing data entryü Timely data entryü Mentoring/Automation phone activity related best practiceü Inherent monitoring (stats)ü Accurate feedback via dashboard
Feel good factor of giving great customer experience JJJ
So…§ We have now Demystified CTI…
§ Discussed the benefits – To your users– To your customers– To your business
…for the common good!