Understanding Computer Telephony Integration (CTI)

Computer Telephony Integration, or CTI, was developed to integrate telephony systems with computer-based technologies.

It was first introduced in the 1980s. CTI software is often referred to as middleware. This software translates signals between telephone systems and computers, helping to coordinate call routing and provide account information to agents.

CTI software can be customized for different telephone systems.

Functions of CTI

• Routing calls based on the number dialed by the caller, or selections made within interactive voice response systems.
• Transferring customer records and information to the agent’s screen during a call between representatives.
• Notifying computers to send the relevant records to the agents.

As mentioned, a key application of computer telephony integration is in voice response units and record retrieval from computers located in distributed locations. Many applications employ voice response technology, such as:

• Cable television providers
• Mutual fund companies
• Airlines
• Railways
• Universities

Image alt: computer telephony integration

Figure 1 depicts a block diagram of a computer telephony integration system. As shown, a PBX/ACD (Automatic Call Distributor) is connected with an Interactive Voice Response System (IVRS). The IVRS is connected to computers housing customer data in databases. Various agent groups are interfaced with the PBX, which then has connectivity with PSTN lines.

Image alt: CTI

There are many other applications of CTI, such as responding to callers and providing customer contacts in the form of email, telephone calls, and chat. For this purpose, contact centers are equipped with queue management software.

Figure 2 depicts the connectivity between a mail server, CTI middleware, and a PBX. The contact center performs the following functions:

• Customer service based on internet queries
• Sharing documents to guide customers in filling out web-based forms and providing customer feedback surveys.
• Routing outbound calls to available agents.
• Facilitating real-time chat with online customers.
• Confirming internet-based orders and preparing reports.

https://blogs.salesforce.com/company/2012/08/open-cti-moving-cti-integrations-to-the-cloud.html