In addition to selling products and services, a business must address customer queries, complaints, and feedback. The most practical way to do this today is by integrating with technology like a call center platform. The system comes with various features, including inbound and outbound calling, that help businesses ensure that their customers’ requirements are addressed promptly . Ultimately, a satisfied customer base will improve loyalty, build brand reputation, and boost sales in the long haul.

Traditional vs. modern platforms
Businesses have attended to customer queries, complaints, and feedback for years through traditional means. This generally included a conversation over the phone, feedback forms, and sometimes via post. As helpful as these mediums were, they were always limited. For instance, customer service representatives and customers may find it challenging to understand each other over the call due to language or dialect barriers or disturbances. As for feedback forms and posts, these could often get lost in transit or be overlooked. With technological advancement , call center platforms have evolved and are much more advanced today. The platform is designed in such a way that every product/service-related query gets attention and is addressed by the next available customer service representative.

Benefits
A business should be aware of the various benefits of integrating a call center platform with existing systems.

1. Multi-channel service
One of the most prominent benefits of using modern-day call center systems is their capability to integrate and provide multi-channel services. While phone calls are often the primary mode of communication, some customers may not always have the time or inclination to engage over the phone. In such cases, a call center platform enables these customers to reach out to the business through alternate means, such as live chats, SMS, social media, and emails. This multi-channel approach helps reassure customers that the business is accessible and can promptly respond to their queries through various communication channels, ensuring uninterrupted support.

2. Automatic call routing
This feature enables the business to automate incoming and outgoing calls. For instance, the platform may have an Interactive Voice Response (IVR) system, which contains pre-recorded greetings and presets to guide the customer from one menu to the next. The software can help the customer find an appropriate solution without speaking to a representative. But, if one is unsatisfied with the automated service, one can still choose to speak with a live agent with the push of a button.

3. Cost reduction
Another significant benefit of a call center platform is its ability to reduce costs. Maintaining an active call center requires the business to invest a fortune in upgrades, software, hardware, maintenance, and installation. The expenses can typically accumulate rapidly and amount to a hefty sum over time. So, one can integrate call center software into the framework to help dial down on unnecessary expenses. Most call center applications can integrate into a business’ already-active framework, which means one will gain access to everything they need in a single application.

4. Better security
Traditional call center applications typically store customer data on a cloud-based platform, which may have minimal security measures in place . This can leave confidential information vulnerable to potential hacking and cyber theft. But advanced call center systems fueled with the latest features offer a higher level of security, with access limited to business heads, management personnel, and authorized employees.

5. Performance measurement
A business can track customer service representative performance and other call center KPIs (key performance indicators) through the platform. The integrated apps can help management monitor and measure the unit’s efficiency at any time. For example, a business head, manager, or team lead can access an agent’s recorded or real-time conversation with a customer to assess the nature of the call and prepare feedback if necessary. This will help resolve any issues the business might face where communication is concerned to ensure customer satisfaction.

Popular call center platforms
A business should always indulge in research before selecting a call center platform. A few leading call center platforms in the market available are:

• Zendesk Talk
• Freshdesk Contact Center
• LiveAgent
• RingCentral Contact Center
• Aircall
• Dialpad
• Twilio Flex
• Convoso
• Five9

While the platforms above are top picks across multiple businesses, one needs to conduct thorough research to determine the ideal option for the business. The establishment must consider certain factors in the process. For instance, it is important to set a budget before investing in software to avoid overspending on unnecessary features. Additionally, the business must also read reviews from past and current users to determine the software’s reputation, credibility, and functionality.