Skip to main content

Three Reasons Why You Need Computer Telephony Integration

Call and contact centers are the new front door to businesses. The ability to provide exceptional service is needed to attract new customers and also keep existing customers happy. As they call in, agents must have an understanding of who the customer is to provide a more personalized experience.

After your customer initiates a phone call, Computer Telephony Integration (CTI) provides agents a specific screen displaying customer data, purchase history, and information from previous interactions – all delivered before the arrival of the interaction to the agent desktop or a customer relationship management (CRM) environment.

Now that you understand what CTI is, let’s look at 3 reasons why it is vital:

Improves Customer Service Experience

Issue: Calling into the call or contact center tends to be associated with a negative stigma. First, going through an interactive voice response (IVR), listening to the prompts. Then, dialing a certain number or speaking to the machine regarding your issue. This is something many of us experience and often takes multiple minutes just to get to a live agent. Once you finally get to an agent, you often must repeat your personal information as if the company does not know who you are. Not a great experience.

Solution: With CTI, an automated screen pop is displayed identifying who the customer is based on your phone number along with additional detailed information such as address, email, company, etc.). Now the agent can make the interaction more personal as the agent desktop or CRM system provides additional information on the customer.

Enables Personalized Interactions

Issue: Navigating through the agent desktop or CRM system can be difficult for agents to multitask when speaking with a customer on the phone causing them to be very distracted and unproductive. This would then affect average handle times to go longer than needed.

Solution: With CTI, this allows the agent to get right to the root cause of the call and less time figuring out who the customer is, which directly reduces average handle times (AHT). The faster the agents have the right information, the quicker customers’ issues are resolved allowing agents to provide more support during calls.

Enables Personalized Interactions

Issue: Customers’ expectations continue to rise. Companies must continue to look at ways to improve the customer service experience as more personalized experiences are expected.

Solution: With an automated screen displaying to your agents, customers are greeted with more personalized experience. Knowing exactly who the customer is and why they are calling helps agents understand and provide the empathy needed to improve the customer experience.

With an automated screen displaying to your agents, customers are greeted with more personalized experience. Knowing exactly who the customer is and why they are calling helps agents understand and provide the empathy needed to improve the customer experience.

man holding phone

Cloud-Based Agility

Moving to the cloud will allow for faster, easier deployments, seamless upgrades, flexible scalability, and reduced capital expenditures associated with on-premises systems.


Connected Journeys

The contact center should support customer journeys across web chat and social messaging apps like Facebook Messenger, WhatsApp, and others.


Omnichannel Unification

Shoppers will be coming in from many different channels, so it will streamline the customer experience to route interactions using the same logic.

Partner Banner Icon

Customer Context

Agents must begin the conversation right where the customer left off online. When the customer’s needs are transferred to an agent in real time, your brand is creating a seamless transition from web to contact center. Remove customer stress, unneeded customer repetition, wasted time, and deliver a world-class customer experience



Customer relationship management (CRM) system integration can improve the shopper experience by using CRM data to find the last person spoken to, use shopper purchase history to find the best expert, etc. In addition, once the connection occurs, your staff can access past interaction history and CRM information to understand the customer’s journey and deliver a more personalized experience.


Artificial Intelligence (AI)

AI can deliver next- best-action recommendations and assist in responses that will improve conversion rates, increase shopping cart value, and speed up responses.

Legacy icon

Real-Time Management

Supervisors should monitor messaging interactions in real time and assist if needed, even if they are not in the same location.


AI & PCI Compliance

Intelligent virtual agents (IVAs) can automate payment processing across digital channels and reduce your compliance risk by collecting sensitive customer data without revealing it to a human agent. Make sure that the IVAs can easily integrate with your payment gateways.


Have more questions?