Computer telephony integration (CTI) is a transformative technology that enables contact centers and call centers to integrate their telephony and business communication systems with essential computer applications, including:
Customer policies – this includes customer relationship management (CRM) systems.
– Ticketing systems
– Helpdesk software
Worldwide web-based SMS and email blasting platforms
– Other business applications
Through CTI, call center and contact center agents figure out how better to cope with customer relations, with fewer errors in several contexts and sessions.
How Does CTI work?
In a contemporary call center, or contact center more specifically, Computer telephony integration (CTI) allows agents to bring the information up and display it on their screens upon connection to a customer. This integration can be used to remove the gap between the telephony services of an organization and a business application, enabling the much-needed data sharing and passing of information.
When an incoming call is in progress, the telephony system forwards necessary information regarding the call (for instance – the number of the caller) to the CTI software. Part of this information causes reactions within the connected applications. VoIP technology helps to simplify this integration by turning computers into phone extensions. The CTI system integrates information between computer and phone networks, thus enabling operators to access customer information when they call. This capability enables the agents to identify the caller and offer personalized service even before the caller states his or her business.
Types of CTI Technology
Computer telephony integration involves various technologies that merge telephony systems with computer systems to improve communication and streamline business processes. Below are common types of CTI technologies:
Softphone CTI
Softphone CTI is perfect for cloud-based contact centers where customer service reps use softphones instead of desk phones. Key features include:
– Accessing call details
– Managing call availability
– Logging into call queues
– Facilitating screen pops
– Enabling click-to-call functionality
Hardware-based CTI
This type integrates physical equipment with telephony networks, such as desk phones connected to CRM systems.
Key hardware components include:
– Telephony interface cards
– Devices like phones, headsets, and other peripherals
– Call center headsets with built-in controls
Cloud-based CTI
Leverages internet connectivity to integrate telephony services with cloud-based software, making it a natural fit for cloud call centers. Features include:
– Displaying caller info from CRM records
– Skills-based routing
– Creating new CRM entries
– Using NLP for interpreting call notes
Omnichannel CTI
Omnichannel CTI unifies multiple communication channels (voice, video, email, chat, social media) into one platform, allowing agents to manage different interactions simultaneously.
On-premise CTI
On-premise CTI is hosted and managed on-site, requiring hardware and software installations.
It offers greater control over:
– Hardware infrastructure
– Software applications
– Phone system integration
– Security and Compliance
Serverless CTI
Serverless CTI operates without dedicated infrastructure, relying on cloud-based services with a pay-as-you-go model, offering flexibility and scalability.
Browser-based CTI
Browser-based CTI allows users to manage calls, send messages, and handle call data directly from a web browser, eliminating the need for additional hardware or separate phone applications.
Benefits of CTI
CTI offers numerous benefits for businesses, particularly those focused on enhancing customer service and communication. Some of the key advantages include:
Interactive Voice Response (IVR)
IVR systems allow customers to select options from a voice menu, streamlining call routing and reducing the need for agent transfers.
Queue Callback
This feature enables customers to request a callback instead of waiting in a queue, freeing them to engage in other tasks.
Click-to-Call
Agents can initiate calls directly from their desktops or mobile devices with a single click, saving time on manual dialing.
Software Integrations
CTI allows for seamless software integrations with cloud calling systems, enabling customized workflows.
Remote Work Capability
CTI supports virtual call centers and distributed teams, facilitating remote work.
Scalability
CTI makes it easy to add or remove users, scaling operations according to call volume.
Cost Reduction
CTI is typically less expensive than traditional PBX systems, with subscription-based solutions reducing maintenance costs.
Call Center Monitoring
Dashboards provide real-time insights into call activities, including agent availability and the number of calls on hold.
Call Tracking
CTI systems log and record calls, preserving call history and capturing essential customer details.
Improved Collaboration
Enhanced internal communication tools enable cohesive teamwork and support among agents.
Training and Development
Features like call recording and monitoring offer valuable resources for training sales and support teams.
Customer Experience Enhancement
CTI streamlines processes, enabling agents to focus on delivering exceptional customer experiences.
Time-Saving Features
CTI simplifies tasks like searching customer data, switching screens, and post-call work. Features like click-to-call and a unified dashboard save time in high-volume environments.
Enhanced Customer Satisfaction
CTI equips agents with customer records for quick authentication and personalized service, reducing hold times and ensuring customers reach the right agent through skill-based routing.
Improved Monitoring & Performance Tracking
CTI offers a unified dashboard for real-time call monitoring and reporting, allowing managers to track performance and improve efficiency.
Conclusion
Computer telephony integration, or CTI, is one of the most important technologies of the present-day call centers and contact centers. Making connections with telephony systems and business applications improves search capabilities and reduces errors, thereby enhancing customer satisfaction levels. In the growing era of technology integration, organizations that embrace CTI will be in a strategic position to deliver and satisfy the needs of their customers for faster business growth.
By understanding the benefits, identifying specific needs, and following best practices for implementation, businesses can harness the full potential of CTI to streamline operations and elevate customer interactions.