Today’s call centers enable customer communication via multiple channels, yet many customers still prefer a good old telephone call. However, unless your phone system integrates fully with your call center software, you won’t have a fully omnichannel call center.
This is where computer telephony integration, or CTI, comes in. But how does it work, and how can it improve the call center experience for customers and agents? Keep reading as we explain why CTI is crucial for a modern call center.
What is Computer Telephony Integration (CTI)?
Computer telephony integration (CTI) is a technology that connects your phone system with your computers. VoIP (Voice over Internet Protocol) turns your computer into a “softphone” so you can make and receive calls without a desk phone.
A CTI connector also enables integration with your business tools, such as CRM (customer relationship management) systems, ticketing systems, and video conferencing apps. It facilitates seamless data exchange between the phone system and other apps, eliminating siloed information and manual data entry.
With an embedded dialer, agents can handle phone calls while working in various programs. All communication channels are brought together in a single interface, making conversing with customers across channels easier.
How does it work?
There are three main types of CTI:
- First-party CTI: Also known as desktop CTI, this uses telephony APIs or middleware to integrate telephony features directly into software applications.
- Third-party CTI: Using external software or middleware, this bridges the gap between the phone system and computer apps.
- Server-based CTI: This uses a dedicated server or hardware device to handle the integration.
As we mentioned, CTI leverages VoIP technology to facilitate voice calls over the internet. This means you can access the business phone system from any location and on any internet-connected device. Your phone system collects and logs customer data and shares it with your other apps.
Key features of CTI for call center operations
CTI enables a raft of features with huge benefits for call centers. Although these may differ somewhat between providers, here are some key features of CTI.
Screen pops
It’s useful for agents to have instant access to customer information, such as personal preferences and purchase history, when a call comes in. When the phone system is integrated with a CRM through CTI, this data is automatically displayed via a screen pop-up on the agent’s computer. Data from each new call is also logged with the CRM system for future reference.
Call routing
CTI connectors leverage the phone-to-CRM integration to enable an intelligent call routing system with automatic call distribution (ACD). Using inbound call data, customer history, and predefined routing rules, the system is able to route incoming calls to the most suitable agents. It can also handle call transfer and forwarding.
Automatic dialer
For outbound calls, CTI allows you to set up an auto-dialing system. This accesses your contact list and initiates calls, filtering out non-existent numbers, busy signals, and answer machines. Agents only spend time on calls that are likely to be productive. Predictive dialers automatically figure out when to place the next call, minimizing gaps.
IVR and auto-attendant
You can offer self-service with auto-attendants and IVR (Interactive Voice Response) menus that decipher a customer’s reason for calling. Customers press their keypads or speak to hear various options before the system directs them to the right department or provides a resolution. These systems also collect important caller information.
Integration with business apps
As well as your CRM, computer telephony integration enables integration with third-party business software for team messaging, video conferencing, project and task management, and workforce optimization. In some cases, you can build your own integrations with custom APIs.
Call monitoring and analytics
Thanks to call monitoring features, call center managers have real-time access to analytics. They can evaluate individual and call center performance, monitor customer sentiment, and even intercept calls to help call center agents. Paired with data science methods, you can gain valuable caller insights into the customer experience.
What are the benefits of CTI?
So, why is CTI important for call centers? Let’s take a closer look at the advantages.
Maximum efficiency
CTI allows you to optimize call center processes for streamlined operations. Automated tools like ACD and auto-dialers help agents to handle more calls per shift and resolve issues faster to improve the customer experience. IVR menus also reduce call queues through self-service.
With call management tools and software integrations in a single interface, agents won’t waste time toggling between apps. Screen pops eliminate the need to search for customer information, while automated call logging and recording eliminates manual data entry.
Access from anywhere
Because a physical phone system isn’t required, CTI makes it possible to access telephony features and integrated software from anywhere. As long as you have an internet-enabled mobile device, tablet, or web browser, you can handle calls on the go.
This means you can operate the call center remotely, hiring agents and serving customers across the globe. Wherever the team works from, CTI technology makes it easy to stay in touch via video or team messaging platforms.
Better customer experience
We’ve already highlighted the way that CTI creates screen pops and logs call data, making customer interactions faster and more personal. Callers don’t have to repeat themselves, and conversations can continue across their preferred channels.
Call routing ensures that customers are always connected to the most suitable agent for the task, while IVR self-service gives them 24/7 access without needing to wait on hold. If there is a queue, they can request a call-back from an agent.
Cost savings
Increased efficiency and productivity leads to reduced operational costs. You won’t need desk phones and can go fully remote, saving money on owning or renting premises. In addition, when customers and agents are satisfied, they’ll remain loyal, reducing the cost of acquisition.
Continuous improvement
By using call analytics and reporting, call center managers can keep a close eye on performance metrics. Real-time and historic call data help you to forecast high call volume and adjust staffing levels accordingly. Call center voice analytics tell you what customers are really thinking, so you can make necessary improvements.
Key takeaways
It’s no exaggeration to say that computer telephony integration can transform your call center. With integrated phone and computer systems, you’ll have access to all the tools you need in one handy interface. And you can access it from anywhere on any device.
It all adds up to improved productivity, higher agent and customer satisfaction, and reduced costs. In short, all the ingredients of a successful call center.
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