Today, on Real Interact, we want to explain what CTI (Computer Telephony Integration) integration is, or what is the integration of a company’s telephony systems with its computer management systems. The most typical example would be that of integration with CRM.

CTI integration concept, what exactly is it?

CTI (Computer Telephony Integration) is a technology that arises in response to the need of companies to integrate telephone systems with computer systems.

As the technology has been developed, it has gone from a Call Center system for manual dialing of telephone numbers, in which it was not possible to check who the caller was, to different Call Center Software’s that allow thousands of different functionalities.

And that’s when CTI technology came into play, facilitating the task for the company’s agents, becoming an essential tool to achieve maximum productivity, and above all, increasing the quality of customer service.

Main advantages of CTI integration

From the previous section we can mistakenly think that CTI technology, being linked to Call Center activity, will only be useful in the case of companies that receive a huge number of phone calls. However, this tool is beneficial for all types of companies. The main benefits of CTI integration are:

Information popup

The agent will receive a pop-up window on their desk with the customer’s phone number. You can also answer the call just by clicking on that window. Before this click, and thanks to the recognition of the customer number, the customer file that we have in our CRM will automatically open.

This is probably the most interesting thing of all. In the agent’s CRM window, the card associated with the client that has said number of the incoming call will automatically appear which ensures a top-quality and personalized customer service, which will also save us time.

Contact any client with just one click

Even from the CRM itself, the agent can enter one of the customer, associate or supplier files, select the person with whom you want to contact and directly, just by clicking a button, you can make the call.

The call will go to our Call Center system (with which everything will be registered) and will be of the highest quality since we will also have at our disposal all the information about the person contacted, being able to make additional notes or simply modifications.

Contact center

The Contact Center is the area of ​​the company that manages all communications established with clients. A Contact Center can also be defined as the improved version of a Call Center, since it includes new communication channels apart from the voice, both internal and external, such as email, chat, social networks and even WhatsApp.

CTI integration, it is directly related to the CRM software, and can then be used to coordinate and effectively monitor all contact processes.

This evolution is also presented as a challenge for Contact Center providers, as they are forced to provide quality service for all types of channel they offer.

What are customers looking for today?

The level of customer demand has increased considerably with the development of the Internet, since, having infinite options when choosing a service or product, it is necessary to make a difference for them.

The best way to distinguish ourselves is by providing a good customer service system, with which you feel safe, comfortable and cared for.

Ultimately, the client will value when deciding whether to launch an investment in a product or service, not only its quality, but:

  • A quick response system to your questions
  • Personalized
  • Agent information of the context in which the customer buys
  • Maintaining the conversation thread
  • Resolution in the first iteration

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