CLI – Calling Line Identity

I keep getting calls from an unknown number, how can I call them back? Give customers the chance to return your call with CLI – Calling Line Identity.

Calling Line Identity is a service which allows a customer or business to identify the incoming/outbound caller.

Ofcom regulations state that CLI has to be used for all outbound calling companies who use automated dialling systems, to prevent customers being left on hold and allowing the customer to call back if necessary.

Business Benefits of CLI – Calling Line Identity

Calling Line Identity allows the use of presentation numbers; this means that the number which appears to the customer is not necessarily the number which appears on the phone contract, but is an allocated number. It is not necessary to have a static office based location, as the main office line can be used from a variety of locations through a mobile handset.

Customers often ignore withheld numbers in the fear of a sales call or the ambiguity associated with them. Calling Line Identity allows a customer to identify the caller/business and specifically certain members of staff. Customers can therefore return the call and be allocated to the correct staff member. Calling Line Identity therefore improves customer service and company presence as customers feel they are dealing with an individual rather than a big corporation.

Combined with call routing and IVR, Calling Line Identity establishes the time and day of the call and the individual who made the call. Calls can be routed to relevant lines, including relevant offices, particularly useful for large companies who own several local chains. This improves customer satisfaction as they are not greeted with call centres, saving time and money.