Knowledgeable agents are among the first prerequisites to running a thriving contact center.
According to Talkdesk, the top two priorities for any consumer reaching out to a contact center are getting their problems solved quickly and accessing personalized service.
Screen pop supports contact centers in achieving both objectives.
What Is Screen Popping?
Screen popping is a computer telephony integration (CTI) solution that connects telephone systems to a contact center agent’s computer interface and fetches information about the caller that “pops up” on the screen.
Typically, screen popping displays the following information categories:
- Caller name as per the caller ID
- The caller’s number through automatic number identification (ANI)
- Any information the caller might have entered into the IVR system
Today, it is possible to extend CTI to numerous third-party applications like your CRM, marketing databases, CDP, etc., so that agents can access a wealth of information from their computer screens. This makes screen popping a powerful tool for elevating customer experiences in the contact center.
Many CCaaS providers have a screen popping solution that connects with CRM systems such as Salesforce, HubSpot, and Zoho.
Interestingly, Microsoft Teams now offers a CRM integration that enables screen pop for employees outside the contact center to interact with customers.
How Does Screen Popping Work?
Screen popping is essentially an automated workflow that enables data exchange across disparate systems (i.e., telephones and computers) in the contact center.
Such a workflow typically starts in an IVR that links with a CTI server. Once the call comes in, the server immediately detects it and makes an entry. The IVR updates the CTI call records with whatever information the caller enters and data fetched from the caller ID.
Next, the caller transfers to the queue, even as the CTI server sends the information recorded to the agent’s workstation.
Notably, the agent must have a software client locally installed to receive and present the information for consumption.
Finally, the agent views the information as a screen popup when the call transfers to them from the queue.
5 Benefits of Screen Pops for Today’s Agents
Providing agents with access to the correct information at the ideal time boosts productivity and efficiency in the workplace.
However, screen popping solutions have become increasingly crucial in recent years. After all, customers have become increasingly impatient, journeys have evolved, and employees have come under increasing pressure.
Moreover, screen popping can:
1. Improve Agent Experience
According to Calabrio research, a third of contact center agents feel stressed multiple times per week.
Complex environments and customer service strategies that require endless research and data collection from agents can lead to increased frustration and damaged employee experiences.
Since employee experience directly influences customer experiences, providing agents with screen pops can be an excellent way for businesses to retain and engage their staff while enhancing customer service.
2. Better Productivity
With screen pops, agents immediately gain access to the information they need without wasting time searching.
Moreover, within an integrated system, reps can leverage a single user interface to handle a call, view customer data, and take notes, reducing the time they need to jump between tabs.
Additionally, each team member can ensure they have the data they need to address customer concerns rapidly.
3. Greater Personalization
Increasingly, customers are demanding more personalized experiences. Around 66 percent of consumers expect companies to understand their unique expectations, and 71% of clients anticipate personalized interactions.
Screen pops allow agents to access valuable information about each customer to make the discussion relevant to them.
Using CRM information and data about previous interactions, agents can even help to reduce the number of times a customer needs to repeat themselves when contacting a company.
4. Improved Sales and Resolutions
When agents have the information they need to tailor conversations with customers, they are more likely to drive rapid resolutions and increase sales.
Screen pops give users access to a host of relevant data from call histories and information from customer profiles.
Such information can significantly increase conversion rates in the sales landscape and make it easier to rectify issues quickly.
Indeed, screen pops can even heavily reduce the average handling time for the contact center.
5. Better Omnichannel Interactions
Most conversations between customers and companies no longer take place on a single channel.
Today’s consumers jump between multiple environments to access the support they need.
With screen pops providing information from previous interactions across multiple platforms, agents can ensure the customer experience remains consistent and streamlined.
Looking to learn more about creating better omnichannel experiences? If so, read our article: How to Design an Omnichannel Customer Experience
