Computer Telephony Integration (CTI) is the technology that allows contact centers to connect their phone system to computer applications, providing a sleek interface and powerful digital workflows.
What is computer telephony integration (CTI)?
CTI syncs a business’s telephone infrastructure (everything from VoIP systems and PBXs to softphones) with a whole suite of software applications, including:
- Customer relationship management (CRM) platforms
- Interactive voice response (IVR) systems
- Automatic call distributor (ACD) systems
- Workforce management (WFM) tools
- Knowledge bases
- Ticketing systems
Instead of an isolated phone system, where calls occur in a vacuum, a contact center with a CTI can automatically trigger actions or data transfers between systems based on certain call events, like connections, holds, transfers, disconnects, and more.
Additionally, CTI systems allow agents to view important information pertaining to the caller to contextualize the conversation, such as caller ID, account, and interaction history, and important resources to support a higher-quality customer experience.
How CTI is used in practice
For everyday use, CTI is instrumental for contact centers in both inbound and outbound workflows. In inbound calls, an IVR system will receive the call, and the ACD will route it accordingly. The agent receiving the call will then see a notification pop up with CRM data and relevant resources based on the customer’s needs. In outbound calls, CTI systems offer handy click-to-dial functionality directly from the lead management system or from within the CRM itself.
What are the benefits of CTI?
The most apparent benefit that CTI offers to contact centers is streamlined efficiency. Instead of searching blindly for information on the computer while actively using the phone, both tasks can be brought together with one convenient interface, full of helpful integrations that assist the agent and improve the customer experience. This leads to far fewer errors, shorter handle times, and higher customer satisfaction rates.