CTI (Computer Telephony Integration) for Call Centres

Convergence of Voice, Data and Telephony

Computer Telephony Integration (CTI) technology has developed as a means of allowing computer and telephony systems to 'talk to each other', increasing the convergence of voice, data and telephony. This includes the integration of voice, email, web and fax with computer systems. CTI defines the computerized services of call centres such as routing a customer call to the relevant agent or department.

CTI Call Management

CTI applications can be used in various call management roles:

	IVR (Interactive Voice Response) systems whereby callers can be routed via selections on the phone keypad ("press 1 for sales, press 2 for accounts...")
	Identify call information such as the number dialled and appropriately populate an agent's display with caller information
	Automatic and computer controlled dialling for example as used in predictive dialling to maximize telemarketing agent efficiency
	Display call queueing information to call centre supervisors allowing improvements to agent call handling
	Control aspects of the call such as answering, hanging up, on hold and teleconferencing
	Co-ordination of data transfer across phone networks
	Creation of reports on all aspects of call handling and agent performance
	Real time agent performance monitoring and feedback

Efficiency via CTI Automation

CTI solutions enable business to improve customer service, staff effectiveness, and can reduce costs. Efficiencies are introduced to the call centre via intelligent call routing and dialling, PC based telephony with the automated display of information, and the integrated transfer of data and phone call.

IVR/CTI automated transactions and pre-recorded information allow inbound call centres to offload up to half of their call volume with the subsequent equivalent cost savings. With automated transactions taking around half the time of manual transactions, both agents and customers benefit from the incorporation of IVR/CTI.

Caller satisfaction is enhanced as time spent on the phone is reduced and automated systems can operate 24/7 providing flexibility for the customer.

Agent Screen Population

Dialled Number Identification (DNI) enables CTI applications to populate an agent's screen with pertinent data based on the number called or the originating number.

This can provide the agent with both caller details plus information that the caller is likely to seek, such as product details. Once the numbers are identified the CTI application extracts the relevant information from a database and displays it on the agent's screen.