Computer Telephony Integration is used to increase the productivity of contact centre agents, and is sometimes referred to as “screen pop”. Typically, a screen pop is used when there are high volumes of calls that require contact centre agents to access and manage caller profiles and customer data. Frequently, screen pops include data from one or more customer relationship management and related systems, such as order entry, fulfillment, billing, reservations, ticketing, etc.
Traditionally, computers and phones were integrated using sophisticated and expensive software that was designed to integrate with PBX hardware and use telephony events to synchronize screen pops on agent desktop applications when the PBX delivered phone calls. With the increasing adoption of cloud software for contact centres, screen pop is inherently included in the solution, since both the application and the telephone are provided as software.