CTI is any technology that allows a landline telephone or voice-over-internet-protocol (VoIP) system to integrate with computers. With CTI, you make calls from your computer and supporting software integrates into that call seamlessly. CTI doesn’t require a landline or IP phone. The software does the dialing and you’re able to use a headset or the computer speakers to communicate.

This opens up the way to additional software integrations. An example would be when an agent is on the line with a customer, the customer relationship management (CRM) system brings up key data points. Effectively, the call works in tandem with the information held in the third-party software. CTI is most relevant in contact centers as it allows the integration of efficient dialers, artificial intelligence (AI), calendar software, and CRM solutions into each call made.

How computer telephony integration works

CTI works by effectively transforming your computers into office communications systems. In many cases, a VoIP system is all you need to create a CTI setup since these use apps to communicate that can be browser- or app-based. Once set up, your computer will have the capability of making outbound or inbound calls, and you’ll have access to numerous call controls and functionalities, including being able to:

• Answer and make calls
• Use an auto attendant or interactive voice response (IVR) system
• Put calls on hold
• Transfer calls
• Send calls to voicemail
• Listen to voicemail
• Transcribe voicemail to text
• Mute calls
• Forward calls to other devices

As mentioned, CTI also integrates with third-party software. This includes help desk software, ticketing platforms, CRM solutions, scheduling and calendar apps, and analytics software. Even with all this connectivity, one of CTI’s most valuable functions is how it integrates with software dialers. Using power, progressive, and predictive dialing solutions, your agents will be able to perform outbound calls more efficiently without having to dial numbers manually. 

Benefits of computer telephony integration

Once your team of agents starts using a CTI system, you will start to see several benefits that will help you reach your business goals. Below, we’ve listed the most advantageous CTI benefits for any small business:

• Increase productivity: Routine tasks do not always require an agent’s touch. When calls end with a voicemail or a no-answer outcome, coding the call takes up valuable time. Utilizing proper routing and self-service options increases agent productivity. 
• Enhance customer experience: When your agents get screen pops giving them important information during a call, they can personalize the interaction. This helps customers feel like their concerns matter, and first-call resolutions often increase. 
• Lower costs: Implementing CTI means that costly desk phones are not required, allowing agents to make calls using a computer system or cellular phone. Not having to consider the initial cost and the cost of maintaining the equipment saves businesses quite a lot over time. 
• Optimize efficiency: A CTI system that links with a CRM allows agents to locate information on previous customer calls more efficiently. Some systems will even prompt agents to discuss a topic from a previous interaction.

CTI also leads to a more satisfied workforce as it creates a one-stop shop for communications channels as they are all based on one machine/app. We talked to Justin Reynolds at Nextiva, which is one of the leading customer experience management (CXM) providers, to explain the benefits a bit more.

“The ability to seamlessly transfer from one communication method to another without jumping from one login to another or one page to another. Keeping all of the communications threaded, it saves on agent time, agents are happier, and they don’t have to put in tons of mouse minutes. It’s a single screen and communications are seamless. This reduces agent turnover and you have a more satisfied workforce, which ultimately improves the customer experience. A happy workforce and happy customers is a great recipe for success for businesses of all sizes.”  

How call centers use computer telephony integration 

Multiple aspects of CTI are incorporated into the everyday procedures of modern call centers. To start, rather than using phones with traditional handsets, call and contact centers use computers with CTI software for outbound calls. When a customer calls in, the CTI solution will integrate with CRM software to grant the agent information about the customer that includes:

• General info about the customer like the name and address
• Previous disposition codes and interactions from prior calls
• Customer sentiment (via sentiment analysis)
• Information derived from the IVR system

With this info in hand, the agent is more prepared for the call. Was the customer unhappy with the service? Then, specialists can be used to help better address the customer’s issues. Does the call require someone with more authority? If so, a supervisor can join the call to ensure issues are resolved. This information makes inbound callers feel more recognized as each interaction will seem remembered by your agents. 

The takeaway 

Computer telephony integration delivers a more streamlined communications experience that enhances all points of contact. The technology evolves the contact process from an almost purely analog one to a very digital and modern one. Not only does CTI enhance the agent experience by placing all important aspects of customer contact within easy reach, but it also enhances the experience for your customers.