How CTI has Transformed CRM Technology


Computer Telephony Integration (CTI) has given a new dimension to the world of technology by carving out ways that make customer experience even more pleasing. The way it links computer software to the telephone equipment has been admired by organizations for quite a while now. From answering calls to sharing data, it has added immense value to the overall standards of customer service and has proved to be a great success story.

A Transition towards Improved Customer Support

With a vast majority of applications built for call centers, CTI has already had a huge impact on CRM.


Call Center Benefits of CTI Applications

The call center industry has prospered after having updated their software with CTI applications, which have brought numerous benefits to them.

Dialing: Using the CTI software, the agents can log in as a call center agent and manage their state, (i.e. Ready, Busy, Break). Moreover, it also facilitates automatic and computer-controlled dialing (power dial, preview dial and predictive dial).

Screen Pops: One of the most striking advantages of CRM integration is that it personalizes the calls via CTI screen pops, thus reducing the call handling time.

Call Transfers: It identifies the callers by their distinct attributes, such as the phone number and the name, which allows calls to be transferred to the right agent.

Integration with most CRM’s: It’s prompt and out of box integration with Salesforce and with other Custom CRMs is another feature that sets it apart from many others.

Call Recording: The CTI software has also helped agents eliminate screen switching with an intuitive interface and record call details in the CRM.

Call Routing: The telephony integration allows the automatic routing of calls to a desirable destination based on a criteria which normally involves searching the caller’s number (ANI) or number dialed (DNIS) in the database.

Advanced Call Reporting: Using intricate data from CTI, it provides appropriate call reporting.

More Innovation with Unified Service Desk
An example of a perfectly designed CTI application is Unified Service Desk for Microsoft Dynamics CRM, which facilitates call center agents by building applications that give them a unified view of customer data stored in the Microsoft Dynamics CRM. The application accumulates information from different areas in CRM into the desktop to give you a complete view of customer interactions. In this way, the agents can access the business information instantly and interact with customers to handle their complaints and queries.

CTI…From Present to Future
These monumental benefits make CTI a robust tool in terms of providing dynamic call center CRM solutions. The increasing trends in efficiency and productivity are making it crucial for the businesses and organizations to ensure impeccable customer service from their ends. If this continues for a while, it is expected to unveil some exemplary customer support practices which would pave the way for the success of these organizations in the time to come.