Are you using CLI for advanced call handling? Is Caller ID supporting your process?

Consistent and accurate presentation of CLI is something every contact center needs, but may not be getting.
On Thursday 25 April 2019 by Mike Palmer

Caller ID in the Contact Centre

Whether your carrier partners are delivering customer calls to your center, or enabling your agents to reach out to your customers across international networks, consistent and accurate presentation of CLI is something your business needs.  

What happens when your customer calls you, but there is no call-back number?  

What happens when you call back but your CLI is not presented correctly?


What is Caller ID / CLI?

Caller ID, or CLI, provides the receiving end of a telephone call with the number of the calling phone.  It is a technology that is often used in contact centers to identify the caller or the geographic location from which a call originated.  Contact center software has several fantastic functions which leverage CLI presentation to improve business performance - for both inbound and outbound call flows.

CLI is powerful through the lifespan of a customer call. It can add value before connecting to an agent, during the agent interaction, and also after agent interaction is complete.

When a customer calls the contact center, CLI can be used to identify the best routing for the caller, matching the incoming phone number information to CRM (Customer Relationship Management) data.   With foundational information retrieved from the CRM record, relevant information about the customer is used to direct the call most appropriately.

Once an agent is in conversation with the customer, CTI (computer-telephony integration) uses caller ID to display information about the customer and their product use, to the agent.  With customer-specific information presented automatically to the agent, a powerfully personalised customer experience is provided.

Where a customer has contacted your business from a new originating number, the caller ID can be captured post-call and added to the customer’ CRM profile to enable greater personalisation in future interactions.

Increasingly, contact centers are using virtual hold technology to manage queues, enhance customer experience and improve operations.   In a virtual hold call flow, inbound customers may be identified by caller ID, while the agent interaction is subsequently facilitated by an outbound call where the agent’s caller ID is an important feature in identifying your call as a “trusted caller” at the customer end.   

What happens when CLI is not working for you?

Use of these features in an international contact center environment is dependent on the accurate presentation of CLI, which can be a challenge. Caller ID is passed from carrier to carrier when a call is transmitted. Unfortunately, carriers and regulatory bodies vary in their preferred formatting, and calls may transit several networks before reaching their destination.  The caller ID information may be altered, distorted, or lost along the way. Where CLI isn't presented, it can be an indication that there is a grey route being used.

In the world of telecommunications, a “white route” is a route where both source and destination are legal termination, a “black route” is one that is illegal in both ends. Common especially in the VoIP world is the notion of a “grey route”, where the routing of a call is legal for the party on one end, but illegal on the alternative end. These grey routes are known to negatively impact not only CLI presentation, but also connection rates, audio quality and DTMF recognition.

The absence of CLI may have inbound callers frustrated as routing decisions are impaired. Customers can experience longer hold times, inadequate information with the agent, multiple call transfers, and more.

Virtual hold callbacks are impacted.  In a world where consumers are frustrated and annoyed by telemarketing and are cautious of potential scams, your callback to the customer absolutely needs to present clearly to the customer, or that conversation won’t happen.


Your solution?

Spearline are experts in measuring and monitoring customer experience and have the tools which you can use to hold your network partners accountable, and keep your call flows building customer loyalty and growing your business.   Proactive management of your communication channels helps you build customer loyalty through delivery of high quality service processes.




Customer Contact Central