Macfarlane Telesystems Limited
Improving lines of communication
[ Computer Telephony Integration (CTI) ]
The tight integration of phone and data services is critical to the efficient and cost effective operation of modern customer contact centres.
Computer Telephony Integration (CTI) can improve advisor productivity levels, reduce operating costs, and enhance customer service quality - and it can be effective in many different customer contact environments (i.e. regardless of whether customer contacts are made 'in person', over the phone to a person; using speech recognition or via an automated IVR system.)

Dependent on the needs of the contact centre, CTI technology can enable a range of advanced contact centre capabilities. These include:
  • The screen popping of customer data on agents' screens as calls are delivered to their desktops
  • The simultaneous transfer of customer (and other relevant) data as calls are transferred
  • The automated outbound dialling of numbers from an application or a database
  • The provision of a single universal mailbox for accessing all message types (i.e. voice, fax, SMS and email)
In instances where there are multiple customer touch points, CTI technology can deliver a 'single view' of the customer to call handling advisors by 'screen popping' interaction histories on their PC screens as calls are delivered to their desktops. In this way, advisors are better equipped to handle customer requests efficiently and rapidly, and to deliver exceptional customer experiences.

When interactions need to be transferred from the contact centre to the 'back office', CTI can be used to transfer customer data to back office specialists at the same time as calls, so that they are better informed about the history of customer queries and therefore more able to speak from an informed perspective from the moment calls are passed to them.

For a specification of the CallPlus CTI facility in PDF click here


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