What is CTI?
CTI stands for Computer Telephony Integration and is sometimes referred to as “computer telephony.” CTI utilizes a computer for managing telephone calls, and the term is usually used to describe the call centers digital services, such as directing a phone call to the right department.
CTI integrates a telephone system with a computer, which can be configured at two levels:
CTI integrates a telephone system with a computer, which can be configured at two levels:
- Call Routing: This helps in identification of the caller and routing the calls to the right department. Apart from caller identification, an agent can transfer the call to agents or department that are relevant to the query, put the call on hold, or even dispose of the call.
- Desktop: Desktop integration allows the user to check data on a screen pop-up. This gives the agent a complete overview of the customer before the call gets connected.
Why Your Call Center Needs CTI
Economical
Getting CTI for your call center is undoubtedly cost-effective. It is also more flexible and scales more easily than traditional systems, which were not only costly to buy and install but also required constant maintenance. Also, most conventional methods could not be operated from remote locations.
On the other hand, CTI makes the computer the only tool that an agent needs, allowing agents to work even from remote locations. This liberates agents to not only work longer hours but also in different time zones. The flexibility provided by CTI makes all the process pocket friendly.
Easy to Install
Unlike traditional methods, CTI is much easier and more flexible to install. To install CTI solutions, all you need to do is run simple program installation on your system. Installed CTI solution would allow your agents to operate and answer even from remote locations.
Customer Information at a Single Place
CTI solutions allow the agents to get all the detailed information about the consumer in a single place. To make it happen, contacts and client base are all synced up with the customers’ profile. Agents can access this database using the CTI solutions installed, the dashboard displaying all the information on the system when the customer calls.
This removes the need for the agent to switch between different programs or applications to get the customer information; instead, they now pay attention to customer’s needs, helping increase customer satisfaction. CTI also keeps detailed log account of every call, the log includes details such as issues raised by the customer in the past, agents’ information as well as previously recorded conversation.
Make and Receive Calls Easily
CTI allows the agents to answer calls and dial numbers instantly with a single click, instead of fumbling around with buttons each time to place a call. Also, when an agent dials a number, the complete details of the customer gets flashed on the screen. This enables the agent to talk with the customer with confidence and provide a fitting response to customer queries.
Better Collaboration
One of the most critical features of CTI solutions is that calls can be transferred to other departments as well. It also allows the supervisors to join in during a live call if the agent is unable to offer the solution. All of this was hard with your traditional phone system.
Also, with other features such as call recording, call forwarding, status report, real-time analytics, and others, a better understanding can be developed between the departments. This will allow the departments to find out which department has earlier tackled the same kind of problem and the solutions provided by the agent for the same.
Increases Productivity
With CTI solutions, supervisors can easily keep track of and evaluate agent productivity. This is mostly done using real-time data that is available through CTI. For example, supervisors can analyze the number of calls answered, put on hold, etc. helping them find the areas that need improvement or agents that are not meeting their daily targets.
As said before, supervisors can also join in a live call, providing on the call training to the agent, and even listen to call recordings, to help understand the agent’s productivity and the level of customer satisfaction.
How Does CTI Work?
In the initial days, the CTI was a complicated procedure that involved setting up servers, PBX systems, investment in IT infrastructure as well as in the workforce. But with the advent of the cloud, the process has been simplified.
The process has become plug and play, requiring no effort from your side. All you need to do is install the software in your systems. You can also scale it without worrying about infrastructural investment, as the business continues to grow. But there are a few things you need to take care of when it comes to CTI solutions. When getting a CTI solution for your call center, it is vital that you keep in mind the difference between native and non-native solutions.
Different Sectors Where Omnichannel Call Center is Used
Non-Native Solutions
Non-native solutions are basically live outside the platform and are also known as “hybrid” apps. Non-native solutions are constructed and hosted on servers that are separate from the one that hosts your CRM solutions.
While non-native solutions are known to provide unprecedented flexibility and accessibility, making them an attractive integration solution, it is important that there are certain risks that are associated with them. The usage policies and security protocols for storing and transferring data are completely different, posing risk for data security issues. Also, non-native solutions are not designed specifically for the CRM your call center is using, this can cause issues especially with data synchronization
Native Solutions
Native solutions are directly built on your CRM platform, sharing the same system security and compliance. Native solutions allow for seamless integration, not only with CTI processes but with other automation tools as well.
As there is no requirement for data to be transferred outside of the CRM, the native integration solutions provide a significant number of advantages, especially in terms of security, compared to non-native solutions.
What Features Can You Expect with CTI?
Better Call Routing
CTI allows for more efficient call routing. Through CTI, skill-based routing, IVR, automatic call distribution, etc. can be integrated with the database available. Efficient call routing leads to better quality interactions with the customer. Also, calls are processed faster, and callers get routed directly to the agent they want to talk to or who are best qualified to resolve their queries.
Caller Authentication
Without CTI, your customers would be required to repeat information to authenticate their account every time a call is made. But with CTI you will get automatic authentication. This will not only help save time but will also mean a smaller number of frustrated callers.
Telephone System Flexibility
There is no need for agents to remain next to their systems or phone. They could log out and still take up queries or help requests. You can forward calls to selected devices when agents are logged out of their system, improving agent accessibility. This can be a crucial factor when you are trying to close deals.
Collaborative Functions
CTI allows for a number of collaborative functions like conferencing, call barging, whisper coaching, and warm transfer. The features allow for easy collaboration, as well as better agent functionality.
SMS Services
There will be times when you would be required to send messages to your customers that are not promotional in nature, such order status, OTP, etc. CTI allows you to send messages to your customers that are not promotional in nature. The messages could be a simple thank you message for contacting the call center, or one with details pertaining to the just concluded call.
Number Masking
Number masking is used by organizations that want to keep their as well the other party number hidden in a phone conversation. Phone masking allows you to protect the privacy of those involved in the call. This feature is mostly used by organizations to prevent misuse of customer information. The best example of this is the cab aggregators. They use this feature to connect customers to cab drivers, without revealing the number of any of the party.
