Last week, blogger and VoIP consultant Andy Abramson posed the question in relation to the use of some Click to Call services. While not talking specifically about enterprise-grade Click to Call, Andy does raise a concern that we hear from time to time, “How is Click to Call more than just a substitute dialing mechanism?”

On the surface, it does appear that most Click to Call services are just about the call connection…nothing special. However, the true power of eStara’s Click to Call lies in its ability to empower companies and consumers with a proactive and contextual bridge between the online and offline world.

eStara’s Click to Call is so powerful because of its ability to deliver real-time analytics and data to the customer service representative the moment a call is launched by a consumer. Having this data creates a continuity of experience for consumers that prevents them from having to “start all over again” when they decide to make a phone call from the Web, and dramatically improves sales conversions and contact center efficiency.  Plus, detailed real-time call reporting helps determine ROI and effectiveness.

Combined with the ability to offer rules-based, or agent initiated Click to Call, companies can engage consumers proactively and offer Click to Call when they are most likely to make a purchase (or abandon a purchase), based on any number of variables that signify the customer is a high-value prospect, such as shopping cart contents, shopping cart value, products viewed, time spent on a page, etc.

Furthermore, basic functions such as hours of operation and dynamic call routing ensure that customers are never left waiting to be connected with the right agent.

The days of Click to Call simply being a proxy for a standard telephone number are over. Serious multi-channel businesses are leveraging Click to Call to create a seamless brand experience for customers as they transition from the Web to the phone, and reaping the benefits.