What is automatic number identification (ANI), and how can it benefit contact centers?

Automatic number identification (ANI) reveals an inbound caller’s phone number to a contact center agent. This simple but powerful feature improves efficiency, personalizes customer interactions, and streamlines call routing.

Agents tasks are to resolve customer problems, answer questions, and gather valuable customer feedback. To achieve a smoother and more efficient customer experience (CX), agents need every possible tool, including automatic number identification (ANI).

What is ANI and how does it work?

In the past, telephone operators had to manually request the caller’s phone number for toll calls, mainly for billing purposes. This process was time-consuming and required considerable effort. In organizations with a high volume of daily calls, this could slow down service and frustrate both customers and operators.

ANI is a telephony software system that captures and displays a caller’s phone number. ANI functions similarly to caller ID but relies on different technology, so it is resistant to caller ID blocking.

With ANI, a contact center can easily match the caller’s number with existing records in the company’s CRM system. This seamless integration provides agents with instant access to the caller’s information, including previous interactions and ongoing issues.

How does ANI improve contact center operations?

These days, customer expectations are higher than ever. They expect seamless interactions across multiple channels. If they reach out via email or chat first before picking up the phone, they want the agent to be 100% up to date.

Here’s how ANI can improve contact center operations:

Integration with CRM systems.

Contact center software can integrate ANI with a company’s customer relationship management (CRM) system. When a call is received, ANI captures the caller’s phone number and the contact center software can then match it with existing records in the CRM system. This instant identification allows the customer service representative to view the caller’s history and details without manual input, saving time and reducing errors. This also allows for accuracy in billing customer accounts.

Call routing.

Automatic number identification can be a game-changer for contact center operational efficiency. ANI helps route calls to the appropriate personnel quickly. ANI determines the area code of each incoming call, revealing the caller’s region. ANI-equipped solutions can also route calls based on other customer characteristics, such as their service plan or call history. This automatic distribution replaces random call routing and interactive voice response systems, making it easier for customers to get the help they need with minimal effort.

Improved customer experience.

When customers feel heard and understood, they are more likely to be patient, cooperative, and satisfied, leading to brand loyalty and higher lifetime value. ANI lets agents see the caller’s phone number, and when integrated with the CRM, this allows agents to use the customer’s name and personalize the interaction. Callers feel valued rather than just another number. Agents can replace generic greetings like, “Hello, how can I help you?” with personalized ones, quickly establishing a connection and improving the overall customer service experience.

Agent efficiency.

Overall, ANI is a powerful tool that can significantly reduce the time and effort agents need to spend on manual data gathering and verifying caller information. This frees up valuable time for agents to focus on what matters most: engaging in meaningful conversations with customers and resolving their issues efficiently. Agents can handle calls faster and help even more customers throughout the day.

Equip agents with time-saving ANI technology.

Customer support agents face significant pressure to meet high customer expectations. Falling short can negatively impact satisfaction and loyalty.

Equipping contact centers with automatic number identification technology provides agents with essential information from the start of the conversation and helps them establish a strong rapport with customers. They work smarter, not harder, dedicating more time and energy to delivering exceptional customer service.

Request a Talkdesk demo today to learn how our cloud contact center platform can help prepare agents for success.