The business with the best customer service will have the best contact center. Customers should be able to contact the enterprise through an array of devices or methods and the call should be routed to the appropriate human or non-agent quickly. This reduces the time that customers must wait for the information. It prevents customer service agents spending time of customer needs that can be satisfied more quickly with a self-service option.

The best contact centers utilize Customer Relationship management (CRM,) Intelligent Customer Routing (ICR,) multimedia customer input channels, and skills-based routing. ICR utilizes customer data to route communication more effectively. Customers will also realize that their individual needs are better met. In addition, by utilizing other SIP applications, all communication can be routed to a single contact center. In the past, enterprises had to open customer service branches in an array of locations. However, this increased production costs and didn’t necessarily improve customer service. The infrastructure, employees and technology needed to make a contact center function outweighed benefits to customer relations. However, with SIP, calls from one part of the world can be routed to another; multimedia communication can be utilized to reduce communication costs. Geography no longer affects customer service. Inefficiencies in communication have been reduced, decreasing response time and cost.

SIP creates one standard interface with which all communication can be effectively managed and organized through. SIP can create additional endpoints, facilitate routing, and allow for trunking services. SIP increases the interoperability of the different devices and methods customers may use to contact enterprises and increases the flexibility in how enterprises respond.