The Benefits of Computer Telephony Integration in the Call Center

Dóra Rapcsák
September 26, 2019
September 26, 2019
5 min read
#Technology

Exceptional customer service is the backbone to any company, as it paves the way for significant business growth.

Considering the increasing demands of today’s customers, however, providing an exceptional customer experience is no small feat.

Luckily, rapidly advancing technology tools are here to help out. Computer telephony integration, in particular, is a technology that helps call center agents to win the battle for customers. Check out how below!

What is Computer Telephony Integration?

Computer Telephony Integration, or CTI, is a technology that allows computers to interact with telephony systems and forms of digital communication. A CTI system can handle both incoming and outgoing communications such as phone calls, SMS, email, fax and video chat, and route them to the appropriate person or device.

A Cost-Effective Solution

Call centers managers are always on the lookout for cheaper solutions for their call center. And a computer telephony integration system is one tool that allows call centers to help cut their expenses.

A CTI system doesn’t require a PBX and key system telephones, meaning that agents only need their computer in order to be able to work. By adopting a CTI system, you can forget about the costly purchasing, maintaining and replacing of physical hardware solutions.

CTI systems also support remote work: a VoIP system, for example, matches a session to every agent, so agents can use different computers remotely from home, allowing the call center to significantly reduce costs related to office space and IT infrastructure.

As such, computer telephony integration is not only more cost-effective but is also highly flexible, enabling call centers to easily scale up by hiring remote agents when it’s needed.

Improved Agent Productivity

A CTI system allows agents to take and receive calls on their computer with a single click, saving significant time in picking up phones. Agents can also leverage call control functions, including call answer, call hold, hang up call transfer and call mute on a single screen, without having to switch between applications and leave their desks while on the phone.

 Furthermore, good-quality CTI systems come with handy features that enable call centers to improve their productivity. The “interactive voice response” feature, for example, filters customers and route them to the most skilled agent, boosting first call resolution and customer experience. And features such as “click-to-call” allow agents to start a call without having to dial a number.

Last but not least, the fact that a lot of customer information is available even before a call begins (more on this below) means that call duration times can be reduced, as agents do not have to start calls with questions they already have the answers to.

Provides Valuable Customer Information

They say you need to know your customers in order to be able to provide them with outstanding customer experience. It’s no surprise, therefore, that collecting customer data is now crucial for any call center that strives to shine in the long run.

With computer telephony integration, agents can assess all customer information they have from a single platform, making customer interaction far more efficient.

Important customer information such as name, company and previous interactions or purchases can be made available to agents, allowing them to add personalization to customer interactions.

Furthermore, CTI not only helps make your agents’ jobs easier, but also makes your call center supervisors’ job easier as well, as it supports call monitoring, call recording and real-time statistics.

Amongst other things, supervisors can track agents’ performance and even use call monitoring to assist them in real-time if necessary.

Moving forward in our ever-competitive business environment is a major challenge. But if you leverage CTI technology, you’ll be able to take customer excellence in the call center a step further. 

Dóra Rapcsák
Dóra Rapcsák is Content Strategist and Copywriter at VCC Live®. As a Content Marketer and CX enthusiast, her aim is to discover and tell you about tomorrow’s ideas on Digital Marketing and Customer Experience.
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