Study Finds Screen Pops and Click-to-Call are Top UC Integration Features

Unified communications (UC) is the ocean that all communication methods run into for businesses. The idea is to create one user interface to use and manage all communication applications and methods, including telephony systems. So, how does all this integration work, anyway, and what are businesses saying about UC integration and the features it enables?

There’s a lot of insightful information found in a 2015 industry study review by Software Advice, called: “Advantages of Integrating Your Phone System With Business Software.” The study explains how it procured the information:

“…we surveyed case studies from unified communications (UC) vendors’ websites. We also analyzed posts by information technology (IT) professionals in support forums on Microsoft’s and Cisco’s websites.”

The businesses surveyed were from a broad spectrum of 12 industries:

    • Telecommunications 16%
    • Hospitality 10%
    • Government 10%
    • Health Care 8%
    • Banking/Financial 8%
    • Education 8%
    • Business/consulting/consumer services 8%
    • Transportation 6%
    • Nonprofit 6%
    • Real estate/property management 6%
    • Retail/wholesale 6%
    • Other 8%

The data involved in the survey, therefore, is influenced the most by the telecommunication industry having such a high need for screen pops and click-to-call features in their day-to-day workflow, and it being the most surveyed industry in the study. Nevertheless, a good amount of non-telecommunications businesses were surveyed too, resulting in a more balanced study.

Top Features

Businesses and organizations are switching to business VoIP telephony and other software-based online services, in order to streamline their customer service and overall workflow processes. Having a central interface to manage and use all communication channels gives businesses efficiency in their: customer service, back office, and sales departments.

The study found the 4 most common integrations were with:

  • CRM (40%)
  • Call Center (36%)
  • Office Productivity Software (20%)
  • Custom app (14%).

The top features that UC integration enabled were:

  • Screen pops (26%)
  • Click-to-Call (22%)
  • Interactive Voice Response (IVR) (16%)
  • Call reporting (14%)
  • Call routing and control (12%)
  • Notifications (8%)
  • Voicemail to email (8%)
  • Presence (8%)
  • Conferencing (6%)

The study review goes on to explain why screen pops are so popular:

“Screen pops allow employees to quickly familiarize themselves with the customer they’re interacting with, and can notify employees of incoming calls while they’re within the interface of another business application (e.g., a CRM system or an email client).”

It’s no wonder why screen pops are so useful, any business would benefit by seeing vital information about the person communicating with on the VoIP phone. Important notes and reminders can help team members relay important information to the right people. The purpose of the call, priority indications, and other helpful tools – on the screen pop – can optimize customer service, sales, and vendor relationships.

These features are all types of features included in VoIP telephony solutions. VoIP is a large part of a business’s overall UC solutions and works best with these common integrations. While some industries use these features more out of necessity, others use them for: optimized efficiency, reduced mistakes, workforce unification, data backup, and streamlined workflow processes. Either way, upgrading communication systems should always involve business VoIP solutions.

Business VoIP

Not every business has the same needs for VoIP telephony solutions, nor are pressured to make the switch by workflow necessity, yet the allure of these helpful features is peaking the interests of businesses in all industries.

This study produces some insightful data around UC integration; deciphering information procured in innovative ways. The result is a sense of clarity around how important the little things really are in day-to-day workflow processes – like screen pops and click-to-call.

Simplicity, flexibility, expanded capabilities, and even cost-savings; business VoIP providers are offering great ways to upgrade businesses’ telephony communications systems, further developing optimal UC with leading application integrations. The study review goes on to discuss other interesting aspects of UC integrations, which correlates with business VoIP.

Businesses and organizations can find the top ten – vetted, consumer rated, and proven – business VoIP providers available, on our website’s business VoIP providers list. This list and other helpful resources are provided to help businesses and organizations find advanced telephony solutions. If interested in learning more, please contact us today.

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