What is Computer Telephony Integration (CTI)?
CTI is a technology that enables computer systems to interact with telephony systems, allowing businesses to integrate phone systems with other communication channels such as email, text, and social media. CTI technology provides a bridge between computer applications and telephony systems, enabling businesses to streamline communication channels, automate call routing, and enhance customer service.
CTI works by integrating phone systems with computer applications. This integration allows businesses to leverage customer data and provide personalized customer experiences. CTI can also automate call routing, enabling businesses to route calls to the appropriate agent or department based on customer data such as phone number, account information, or previous interaction history.
What is Customer Relationship Management (CRM)?
CRM is a technology that helps businesses manage customer interactions and relationships. CRM systems collect and store customer data, enabling businesses to analyze customer behavior, track sales, and automate marketing campaigns. CRM systems provide businesses with a 360-degree view of their customers, allowing them to tailor their services to meet the needs of their customers.
CRM systems work by collecting customer data from various sources such as phone calls, emails, social media, and website interactions. The data collected is then stored in a central database, enabling businesses to analyze customer behavior, track sales, and automate marketing campaigns. CRM systems also provide businesses with tools to manage customer interactions, such as customer service requests, sales opportunities, and marketing campaigns.
How CTI and CRM Work Together
CTI and CRM systems work together to provide businesses with a complete customer experience management solution. CTI technology enables businesses to integrate phone systems with CRM systems, providing agents with a 360-degree view of customer data. When a call comes in, CTI technology automatically identifies the caller and retrieves their customer record from the CRM system. This information is displayed on the agent’s computer screen, providing the agent with a complete view of the customer’s interaction history, account information, and preferences.
CTI technology can also automate call routing, enabling businesses to route calls to the appropriate agent or department based on customer data. For example, if a customer has a billing issue, CTI technology can route the call to the billing department, where the agent has access to the customer’s billing history and can quickly resolve the issue.
CRM systems also provide businesses with tools to manage customer interactions, such as customer service requests, sales opportunities, and marketing campaigns. CTI technology can integrate with these tools, enabling businesses to automate call logging, call disposition, and call scheduling. This integration provides businesses with a complete view of customer interactions, allowing them to provide personalized customer experiences and improve customer satisfaction.
Benefits of CTI and CRM Integration for Businesses
There are several benefits of integrating CTI with CRM systems for businesses. These include:
- Improved Customer Experience: CTI and CRM integration enable businesses to provide a personalized customer experience by providing agents with a complete view of the customer’s interaction history, account information, and preferences. This information enables agents to resolve customer issues quickly and efficiently, improving customer satisfaction.