CLI (Calling Line Identification): Definition & Benefits

17 - Jan - 2023 All  

what is cali call center feature

Contact centers use multiple DID numbers that are linked to multiple queues. On the other hand, agents are often assigned to handle calls from multiple queues or groups of customers. For example, an agent may be trained to handle calls from a specific product or service line or can speak a specific language, and he might be assigned to multiple queues related to that product, service, or language.


Each queue in the contact center can be assigned to any phone number, allowing incoming calls to be routed to the correct agent or department. But what about the outbound calls? How can agents call customers using a suitable number? Here comes the role of The CLI to allow agents to appear to be calling from a local phone number, even if they are located in a different location, they can choose the number they want to call from.

Definition: Calling Line Identification (CLI)

CLI (Calling Line Identification): Definition & Benefits

CLI or (Calling Line Identification) allows agents to choose between multiple phone numbers that have been assigned to their account. This allows them to use multiple phone numbers to make and receive calls and text messages.

It is a phone system feature that displays the phone number of the person calling on the recipient’s caller ID, and it is a useful tool for contact centers and BPO companies, as it allows agents to quickly and accurately identify the caller and access their account information, enabling them to provide personalized and efficient customer service.

Also, this service allows a contact center to display the caller’s local phone number to the agent, even if the call is routed through a remote location. This can be especially useful for international contact centers, as it allows agents to appear more local to the caller and can improve the customer experience. This can be done through the use of ZIWO’s cloud-based solution.

A Few Reasons Why CLI is Important for Call Centers


Calling Line Identification (CLI) can be a valuable tool for contact centers looking to improve the customer experience and increase efficiency. By allowing agents to quickly and accurately identify the caller and vise-versa or use local numbers to call the customers, so contact centers can provide personalized and efficient customer service, leading to increased customer satisfaction and loyalty.


There are several reasons why call centers need to use CLI feature:

-Using the CLI feature can help to increase the visibility and credibility of a business, as they suggest that the business is a part of the local community.

-Improved efficiency: agents can choose the required phone number and use it as soon as the call is connected, which saves time and helps to streamline the customer service process.

-Increased customer satisfaction: By providing personalized and efficient customer service, contact centers can improve the overall customer experience and build trust with their clients.

-Better call routing: CLI can help contact centers to route calls to the appropriate agent or department, ensuring that the caller is connected with the right person to address their needs.

-CLI is more familiar and trustworthy to potential customers, as they indicate that the business is physically located in the area.

-Makes it easier for customers to remember and is more likely to be stored in their phones.

-For calls placed through agents, the local call charge tariff applies, so local numbers in the CLI may be less expensive for agents to call, especially if they are incurring long-distance charges.

-It can be used to target specific geographic areas, which can be useful for businesses that want to focus their business efforts on a particular region.


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