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Click-to-callback is an important feature in web forms and customer relationship management software products that allows customers to get an immediate call back from a company. With this feature, the user clicks on a button that triggers an alert at a call center or other area, where a company representative will call that person back to offer them information about what they are searching for online.
Part of using click-to-callback in a unified communications strategy involves eliminating some of the barriers to phone conversation. In this case, rather than requiring full dialing and an inbound call initiative on the part of the customer, click-to-callback makes it easier to get this initial phone contact established. If the company cannot immediately respond, they can send a prerecorded message.
Click-to-callback is being used by big companies to try to establish more effective customer relationships and therefore drive business outcomes. Alternately, companies can also use similar tools called “click to chat” to otherwise initiate these connections and get more proactive about reaching customers. With either kind of tool, it is important to have someone on the company on the other end to quickly follow up with customers, which has been identified as a main challenge of these and other ideas like chat window service on a web site.