There are a number of ways to measure the success of your contact center today, but perhaps one of the most critical is the conversion ratio. This is the percentage of people calling into your contact center or logging onto your Web site who are ultimately turned into customers.

Capturing the maximum number of visitors and turning them into customers is critical for the health of the business. It used to be accomplished through inside sales personnel skills alone, but today, technology can offer a big boost, particularly if your contact center platform is properly integrated with your customer relationship management (CRM) solution.

With the advent of cloud-based contact center solutions, or virtual contact centers, such integration becomes an easier prospect, eliminating the hassles of legacy equipment and software integrations. Many of today’s cloud-based solutions offers built in CRM and CTI (News - Alert) integration with many of the market’s most popular solutions. 

This makes it easier to build the Web channel directly into your call center operations, allowing agents to see as complete a picture of Web visitors as they do of telephone callers. This also helps contact center organizations leverage their Web sites to generate direct interactions with call center agents.

Together with some improved inside sales training, these enhanced Web interactions are a way to capture Web site visitors at far higher rates – three to five times higher, in some cases – than when using unenhanced Web pages.

In addition, this is yet another way to use automation to improve the quality, performance and value of your agents and build a truly multichannel sales environment within the confines of the contact center.

On Tuesday, June 18, VoIP solutions provider 8 x 8 will present, “How Cloud Contact Centers Turn Web Site Visitors into Satisfied Customers with Web and CRM Interfaces.” The Web event, designed for internal or external service department managers, owners of small and medium-sized businesses and contact center system integrators and consultants, will demonstrate the value of integrating the cloud-based contact center solution with sales and CRM services and solutions to offer customers the best possible service and reap the rewards of complete interaction with Web visitors.