CLI, Calling Line Identification, Caller ID or Caller Line identification is when the telephone technology displays the number where the customer is calling from.
CLI is an important feature for more complex call routing as once the number has been identified, technology in the call centre can use that information to help manage the call.
This could be in the form of:
- Putting information on the screen to assist the frontline agent (e.g. the customer details, last order etc)
- Determining the importance of the caller to apply a different routing strategy
Also known as Automatic Number Identification overseas (ANI).
Unfortunately, Calling Line Identification has taken all the fun out of prank calls though.
So long the old classic “Hi, is Mr. Walls there?” looks like has had its day 🙁