What Is Computer Telephony Integration (CTI)?
Computer telephony integration (CTI) is a term that was created when computers and telephones had their own specific technology stacks. With the advent of VoIP, the SIP protocol, and WebRTC, voice is just another data stream. Today the term is used broadly to refer to a system’s ability to provide an agent with customer information (frequently called a screen pop) as a customer interaction is delivered to an agent. Cloud contact centers use pre-built CRM integrations that integrate the contact center software to the customer relationship management (CRM) software. These cloud contact center integrations are easy to setup and ensure that when a customer interaction is delivered to an agent, that agent knows who the customer is, what problem they are facing, and in some cases has recommendations for the next best thing to do to help the customer.