Benefits of Computer Telephony Integration (CTI) in the Call Center
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As consumer expectations for service rise, call center agents are arming themselves with tools that can help them better meet the needs of their customers. Computer Telephony Integration (CTI) is the tool of choice for most call center agents in their battle to win the hearts of their customers.
What is CTI?
CTI is a technology that allows computer systems to interact with telephones and other forms of communication (i.e., email, text messaging, web messaging, live chat, fax, etc.). Most progressive call centers leverage call center software with CTI functionality. It has helped these call centers gain a competitive edge in their industry as it enables them to take a more data-driven approach to interacting with their callers.
Below are some of the benefits of Computer Telephony Integration in the call center:
Agents can make and receive calls directly from their computer
With CTI, no phones are necessary. Call center agents can make and receive calls from their computer with just a click of a mouse. Additionally, with call control in the browser (i.e., answer, hang up, transfer, hold, mute, etc.), call center agents never have to go back and forth between their call center software and desk phone when handling calls. They have advanced call control functionality right where it should be — alongside the information that is fueling their conversation with the caller.
Agents know exactly who is calling before they answer the phone
With automated screen pop, call center agents can view detailed information about the caller (i.e., their name, image, phone number, dialed number, email, company, position within the company, etc.) automatically in their computer screen as they are being routed the call. This will allow them to greet the caller professionally by their name and have all of their relevant information ready to go when they speak with the caller. This significantly reduces handle time as agents don’t have to dig through multiple databases and business tools to find the caller’s information.
Automatic authentication of the caller
CTI helps to authenticate the caller by comparing the phone number they called from to information in the company’s database and integrated business tools. This saves a significant amount of time and eliminates one of the biggest pet peeves of customers today – having to repeat their personal information and account information over and over again so the agent can pull up their account.
The integration of relevant caller information into a unified dashboard
CTI allows for the integration of call logs (i.e., call history, call recordings, call transcripts, call metrics) and other relevant caller data (i.e., personal information, support tickets, cases, events, chat transcripts, emails, purchase history, order fulfillment statuses, billing, reservations, etc.) from integrated business tools in one unified dashboard. This allows agents to be more efficient when handling calls and provide more personalized service to the customer.
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More efficient routing of calls
Incoming calls can be routed to the agent who is most qualified to meet the caller’s needs based on:
- The IVR selections of the caller
- Where the caller works or lives
- The demographics of the caller
- The caller’s previous interactions with the company
- The agent’s skill, expertise, and specializations
- The geographic region from which the agent fields calls
- The agent’s language
- Agent availability <