CTI (Computer Telephony Integration) is a technology that connects telephone systems with computers, enabling users to control phone calls through software. In VoIP and CRM environments, it powers features like click-to-call, screen pops, auto-logging, and real-time call analytics.
Here’s a more detailed explanation:
What it is:
CTI allows computer systems to interact directly with telephony infrastructure. When integrated with VoIP and CRM platforms, it enables agents to manage calls from their desktops — without needing to touch a physical phone. This means more automation, less manual input, and smarter workflows.
How it works:
CTI works by linking a business’s phone system (usually VoIP-based) with software applications via APIs or middleware. When a call comes in, the system pulls up the relevant contact record in the CRM, logs the call activity, and may even trigger workflows like task creation or follow-up reminders.
Benefits:
- Click-to-call: Initiate calls with one click from the CRM or helpdesk dashboard.
- Screen pops: Display caller info or customer history when a call is received.
- Auto-logging: Automatically records call details, duration, and outcomes in your CRM.
- Increased efficiency: Reduces time spent dialing or updating records manually.
- Better insights: Integrates with analytics to monitor team performance and call quality.
Key components:
- VoIP phone system: Must support API or integration with desktop software.
- CRM or helpdesk platform: Where contact data, tickets, and call records are stored.
- CTI middleware or connectors: Software that bridges the phone system and business apps.
- Call controls: Interface for answering, transferring, holding, or muting calls via the computer.
- Automation hooks: Triggers that can create tasks, send messages, or tag outcomes post-call.
Why it’s beneficial:
CTI transforms phone-based workflows by merging communication with digital systems. It boosts productivity, streamlines data entry, and ensures no customer interaction is lost — making it essential for high-volume sales, support, or recruitment teams.