What is CTI?

CTI stands for Computer Telephony Integration. It’s a type of technology that enables computer and telephone systems to interact together. CTI is most commonly used by call centers handling a large number of incoming calls. Call centers implementing CTI can use computers to manage all telephone calls, which in turn leads to increased efficiency and better results.

If you are reading this post, it’s likely you’re considering CTI because your team is handling more calls than they can manage. The phones won’t stop ringing, and customers aren’t being helped quickly enough. Stress builds for employees, which consequently gets felt by the customer. CTI can change that.

How CTI Works

CTI enables call center representatives to easily manage phone calls from their computers. Beyond answering and making phone calls, CTI enables call center agents to take a data-driven approach with customer service needs. With unified information and advanced controls available at their fingertips, agents are able to have more productive, meaningful conversations and reach solutions quicker.

Listed below are some of the primary functions utilized by call centers that implement CTI. These value-added controls should make it easier to understand what CTI is.

1. Advanced Phone Controls: With CTI, no phones are needed. Call center agents can use advanced phone controls directly from their computers. Such controls could include transferring calls or putting them on hold, muting, etc.

 Key Benefit: Advanced phone controls on the computer prevent the agent from having to go back and forth between the call center software and phone when handling calls. Consequently, agents can eliminate outside distractions with one integrated channel and focus their attention where it should be – on the customer.

2. Intelligent Call Routing: Skill-based routing technologies such as Automatic Call Distributor (ACD) and Interactive Voice Response (IVR) can be utilized with CTI. These integrations route calls to the agent or department best suited to resolve the issue at hand.

Key Benefit: Knowing where to send incoming calls is a huge help for companies receiving a large volume of calls. By knowing where to send calls as they come in, customer needs are met quicker and company resources are used more efficiently.

3. Caller Authentication: Companies can use CTI to authenticate callers by comparing the phone number they call from to information in the company’s database.

Key Benefit: By screening incoming calls, agents can answer calls more effectively and significantly reduce time spent on the phone by removing the need to repeat the caller’s personal information over again.

4. Automated screen pop-up: As calls come in, a pop-up is displayed on the agent’s unified desktop, showing information about the person calling. Detailed caller information (such as name, email address, location, caller history, etc.) gives agents the information they need to lead the call.

Key Benefit: Screen pop ups give agents the information they need to help resolve customer issues as quickly as possible. The agent won’t have to make the customer wait as she searches for customer information in other databases and business tools.

5. Data Recording: Caller data records (e.g. caller history, recordings, personal and billing information, order history) can be integrated and displayed on one dashboard for the agent.

Key Benefit: Having information consolidated in one place allows agents to be more efficient when handling calls and to provide more personalized service to the customer. No wasted time is spent searching through various databases and business tools for the information they need.

6. Call Monitoring: Call monitoring and recording functions give management insight into how employees are performing and how customers are being helped. The monitoring function enables managers or coaches to listen in on the call and help guide the agent.

Key Benefit: These functions are crucial for understanding the level of service employees are offering. They can also help lead to improved employee performance, which in turn results in increased customer satisfaction.

7. Automated Dialing: With this feature, agents can use methods like power dialing, autodialing, predictive dialing and click-to-call to make outgoing calls with ease.

Key Benefit: Automated dialing enables the sales team to make more calls to prospects, leading to increased business and revenue.

Why CTI Matters

Computer Telephony Integration can bring huge value to your business.

CTI helps companies:

  • Save time and money
  • Become more efficient
  • Produce better results
  • Increase revenue.

In today’s oversaturated marketplace, companies can’t afford to fall behind. Having a CTI could give your organization the competitive advantage it needs to separate itself from the competition, while also utilizing internal resources more effectively.

Your employees will thank you for making their job easier, and in turn, your customers will be thanking you for offering a pleasant, results-driven experience.

Now that you can answer the question “What Is CTI?” –  start taking advantage of this technology.



7 Innovative Ways to

Improve Customer Service

If you're looking for the best solutions to improve your customer experience and win more happy customers, fill out the form below to download our eBook.