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Computer Telephony Integration: Tool for Effective Customer Service

By MAE KOWALKE
TMCnet Associate Editor for Channels

 What is computer telephony integration? Quite simply, computer telephony integration is any technology that allows telephone and computer operations to be integrated or coordinated. Today, computer telephony integration ties together all customer contact channels (e-mail, voice, fax, etc.) with computer systems.

Computer telephony integration comes in two general types: first-party call control and third-party call control. First-party call control using computer telephony integration involves a direct connection between a user’s computer and a user’s phone. An example of this computer telephony integration setup is a phone plugged directly into a computer. With first-party call control using computer telephony integration, usually only the computer associated with the phone can control it, using commands sent directly to the phone.

Third-party call control using computer telephony integration is more complicated to implement because it involves a dedicated telephony server that serves as interface between a telephone network and a computer network. In this setup, computer telephony integration is used to enable any computer on the network to control any phone in telephony system. With third-party call control using computer telephony integration, a phone doesn’t have to be attached directly to a user’s computer.

Computer telephony integration is used in the call center and customer service industries for tasks such as displaying information about a customer (e.g. phone number, which number they dialed, etc.) on a computer screen. Computer telephony integration also is used for automatic dialing, call center phone control, and advanced functions like call routing. 

In the call center industry, computer telephony integration is of particular interest because of its ability to enable automation solutions like predictive dialer, auto dialer, do not call lists, and interactive voice response. A call center might use computer telephony integration, for example, to create a customized sales campaign by tying together multiple databases of customer information.

Across all industries, but especially for call centers, computer telephony integration is now vital for business performance. Computer telephony integration helps minimize the likelihood of unhappy customers by providing agents with the information they need, when they need it. Using computer telephony integration, call centers can make efficient use of their resources without sacrificing customer service.

Quite simply, computer telephony integration synchronizes business processes with call flows, policies/procedures, and customer service initiatives. Modern computer telephony integration ties together a phone system with databases and third-party applications (like credit card payment gateways) to more effectively sync customer information with agents. Effective customer service is delivered by computer telephony integration.

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