Computer telephony integration (CTI) is technology that allows interactions on a telephone and a computer to be integrated or co-ordinated. As contact channels have expanded from voice to include email, web, and fax, the definition of CTI has expanded to include the integration of all customer contact channels (voice, email, web, fax, etc.) with computer systems.Computer Telephone integration CTI
One great advantage of CTI is that it enables you to bring up your CRM system onscreen with all the customers details on - as they call in! The system recognises their telephone number and brings up the appropriate contact details, for example, a memory jog of their first name when you speak with them.
You may also realise they are a good customer and need to be “looked after” or alternatively that they frequently “try it on” and your staff will immediately be aware of the background.
After the call of course you can immediately update the contact information for next steps or history purposes.
Increases in productivity; improvements in customer satisfaction and improvements in sales figures from a telephone system integrated to into your IT systems frequently far offset the cost of upgrading or changing your system.
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