The primary functions of many sales applications center around ecommerce, and customer outreach calling gets pushed into the backseat or outsourced to another app specific to customer calling.
But even in ecommerce, voice calls are still necessary to solve some problems or reach certain customers. Customers who are unresponsive to email and SMS may need to be called to resolve issues that are critical to order fulfillment, and many customers actually prefer phone interaction, since it’s one of the most responsive and personal customer outreach mediums.
To cover all the bases, even sales applications that specialize in digital sales should have some built-in VoIP capability. For native voice calling functionality, an app has to have some type of programmatic call control.
Call control is used to detect the call state—when the call is initiated, answered, ended, or transferred—through callbacks from the VoIP server, relay the call state to other modules of the application, and then send commands to the VoIP server to make changes to the call state when necessary.
So call control essentially enables a sales app to make phone calls, and is obviously mandatory for sales applications that handle high call volumes, like SalesForce, but there are a few other functionalities call control is used for.
Call control improves the user interface.
Since call control receives information about calls from the server, it provides the necessary data to display call status indicators that the user needs to manipulate the call flow through the user interface.
Call control creates better workflows.
In sales applications that allow the creation of custom workflows, good call control helps creators make their workflows more precise. In addition to performing the standard steps of making calls, call control enables apps to fork calls to multiple destinations, record calls, perform voice analysis, play recorded messages, and let customer respond to prompts using DTMF.
This gives app developers much more control over the user experience and makes it possible to automate many workflow stages.
Call control provides tools for gathering analytics data.
For call tracking and data collection, a sales app mostly just needs to know when the call is initiated and ended so it can lookup the caller information, and perform precise call recording and voice analysis. All of this information is gathered through the webhooks detected by call control.
Standard call flow using call control:
- Call control detects the call initiated webhook.Based on the call state received from call control, the sales app collects caller ID data.
- Based on the call state received from call control, the sales app collects caller ID data.
- Call control detects the call answered callback.
- Based on the call state received from call control, the sales app begins call recording.
- At the same time, the sales app forks the call to voice analytics software.
- Call control detects the call ended callback.
- Based on the call state received from call control, the sales app stops recording the call, and ends the voice analytics process.
Call control is a necessity for both ecommerce and phone oriented sales software, and it can be built into an app using proprietary systems. However, in-house call control modules can be unreliable and expensive to develop and maintain.
A simpler method of implementing call control is using an API from a VoIP carrier. An API shortens development cycles and reduces costs by delivering plug-and-play call control functionality and outsourcing some maintenance responsibilities to the carrier. Not all carriers offer a packaged API, but if your carrier does, it’s the most efficient option.
About Telnyx Telnyx provides voice, messaging, and data over a private IP network built on a fiber optic backbone with Tier 1 interconnects for reliable, jitter-free calling. Telnyx offers a robust and intuitive API that gives developers complete, in-app control over Telnyx services. Contact our customer success team to learn more.
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