Computer-Telephony Integration: What It Is
And How To Use It
By Charles E. Day, Charles E. Day &
Associates
Computer-telephony integration (CTI) systems are becoming increasingly
more prevalent and powerful in business today. They provide sophisticated
call center environments with expanded capabilities. Here is a look at
popular CTI applications, missed opportunities, potential trouble spots and
operating performance and cybernetics considerations.
CTI 101
In its simplest form, computer-telephony integration (CTI) is the ability to
pass data from a telephone network and PBX/ACD system as received from an
integrated services digital network (ISDN) to a database/computer processor
for the purpose of retrieving appropriate customer information and correctly
connecting a telephone call. Conversely, CTI can enable teleservices
organizations with outbound functionality to better control outdials,
including predictive dialing, in a shorter period of time and without
potential errors by agents. To accomplish the interconnectivity between
these two technologies, voice and data, programming interfaces have been
developed to ensure the appropriate communication.
Call centers benefit from CTI applications with the increased speed and
capability to determine the reason a customer calls. Teleservices
organizations involved in marketing research, information technology help
desk, catalog order entry, customer services and inbound/outbound
telemarketing are examples of business functions and organizations that can
benefit from CTI.
Established Link Interfaces
Companies such as AT&T, Nortel, Rockwell, Teknekron Infoswitch, IBM,
Microsoft, Novell and Digital Equipment Corporation contributed to the
initial development of computer-telephony integration (CTI). Their
contributions have paved the way for the following CTI applications:
- Telephone manager (Apple and partners),
- CallPath (IBM),
- CSTA (ECMA),
- TAPI (Microsoft and partners),
- TSAPI (AT&T, Novell and partners), and
- CTI Encyclopedia (Versit and partners).
The three phases in CTI technology development include custom systems,
application programming interfaces (API) and system protocols for use of API
applications. Custom systems were developed between specific computer
companies and telephone system manufacturers to obtain a specialized or
proprietary product that is a specific CTI interface. This interface was
developed around specifications for the way a computer could be attached to
the telephone system for the purpose of handing off and receiving data. Next
came the API link development that was more generic and somewhat independent
of the telephone switch. With a smaller number of operating systems to
support, developmental platforms provided application developers the
necessary software components to build a more complete solution without
being dependent upon one another. Finally, standardized CTI protocols
developed for the API links provided a more ubiquitous capability between
dissimilar voice and data systems for the purpose of passing and receiving
data.
CTI today is still relatively confined to call and contact center
environments due to its high cost for initial installation. It is largely
propelled by the Web-enabled, e-commerce and customer relationship
management (CRM) offerings and initiatives. Even from its infancy, CTI
offered important and fundamental applications that have come to be expected
in progressive contact center operations today, with more advanced uses
still evolving.
Popular Applications
Following are some of the most notable applications that have been developed
and evolved around the capabilities of CTI. Many have been implemented in
varying degrees with wide variation directed toward improving overall
service to customers and staff utilization. A fit with customer relationship
management (CRM) software functionality in quickly identifying customer
profiles and more effective agent information support tools contribute
significantly to the growth of some applications.
Automatic number identification and dialed number identification
services. Perhaps the most commonly used application for inbound call
centers is the ability to derive the number from which a customer is calling
and which toll-free or local number has been dialed.
Automatic dialing. Outbound centers have benefited from CTI in
more accurately having computer systems perform the automated dialing
routines to ensure numbers are dialed correctly and, in the event of
advanced dialing, accomplish progressive or predictive dialing routines
which are not possible without automated systems and computer-telephony
integration.
Call transfer and queuing. The call transfer and queuing
capability with CTI allows a call to be placed on hold with the customer
record and usually some notation as to why the transfer is occurring without
the first agent remaining on hold with the customer. This arrangement also
precludes the customer from having to re-explain the purpose of the call and
why they were transferred.
Screen pops. One of the most popular applications for CTI is the
ability to use ANI, DNIS and/or DTMF input such as account and invoice
numbers while on hold, so this information is passed from the telephone
system to a computer processor, enabling the call and relevant screen
information to appear simultaneously at the teleservice representative's
workstation.
Blended applications. Software to determine when to move outbound
or e-commerce agents automatically to inbound positions allows for balancing
traffic and improving overall customer service.
Interactive voice response interface with data systems. When IVR
systems are interfaced with the telephony and database systems, callers have
an option to perform some functions directly, such as hearing the hours of
operation, hearing account balances and entering account information while
in queue.
Callbacks and overflow. Customers can leave their telephone
numbers and the best time to receive a callback versus waiting on hold.
Troubleshooting
Although there are many benefits to CTI, there are some issues that affect
maximum performance. They are:
- Capacity of a telephone system,
- Number of concurrent line connections,
- Number of ports available,
- Network facilities, and
- Too many lines.
The dynamic allocation of the appropriate number of channels is
critically important in meeting high-level call center standards. Another
area of concern is over automation. Over automation refers to the problem of
offering too many choices on the auto-attendant or the inability for
customers to press zero or stay on the line to speak to a live agent.
These are a few of the areas to watch for in designing and engineering a
fully integrated call center using computer-telephony integration. Some of
the problem areas can occur without the use of CTI, but are more exaggerated
problems when they occur as a result of more tightly integrated arrangements
between telephony and computer processing.
Overlooked Opportunities
In advanced call center operating environments using CTI, there are several
opportunities that could better extend support capabilities. These include:
Web enabling. The concept of companies developing Web sites with callback or
e-mail-type capabilities runs counter to the spontaneity exhibited by many
consumers. An opportunity exists to have calls immediately transferred from
the Internet and Web and terminated in a contact center.
Potentially less expensive staffing. If staffing is done
correctly, it may be advantageous to invest more heavily in a tool for more
precise scheduling of representatives.
Transfer to queue and consultation. This application is a
significant missed opportunity in most telephone call centers. The ability
to queue a call with notes on a second agent's screen frees up the first
customer service representative for other work and bridges the information
gap in transferring customers.
Voice mail and callbacks. With use of CTI or simple access to
voice mail, the option for ACD processors to give callers a choice of
leaving a message with telephone numbers for a callback instead of waiting
on hold is quite often ignored.
Credit collection alerts. When customers are calling to place orders,
retrieve information regarding product use or something other than reviewing
the status of accounts or invoices, it may be appropriate to use CTI
features to examine the records for special notations of delinquencies,
orders waiting or special items of note which need to be discussed with the
caller.
IVR Applications
A number of interactive voice response (IVR) applications that have been
developed in conjunction with CTI order entry capabilities are among the
most popular applications using IVR and CTI. Other applications are possibly
less known but demonstrate additional opportunities for maximizing CTI to
the benefit of both customers and call centers.
CTI can be used to identify the called number and calling party in
retrieving the customer record and queuing the record for the last agent
contacted by that customer. Inventory-related applications, such as class
and convention seminar registration and on-hand inventories for field sales
reps, are additional examples of how CTI can be used effectively. Another
application tracks the status of shipments.
An infrequently used application is customer satisfaction interviews and
questionnaires. A second option is to have calls transferred by way of
networking facilities to a remote center along with relevant customer
information.
Operating Performance And Cybernetic Considerations
With the increasingly more sophisticated operation and integration of
technological systems, the level of complications for users and maintainers
will likewise increase. It is important to include sales, marketing and
consumer representatives in the design and engineering of complex system
functionality from the outset instead of by engineering design preferences.
Many, particularly the younger segment of American society, have adapted to
interacting with machines, called cybernetics or man/machine interface.
There are others who remain uncomfortable using machines for interactions
formerly carried out by people. For such consumers and customers of
organizations, it is important to develop empathetic systems where lack of
skill and discomfort do not inhibit a positive interface in doing business
with teleservices organizations.
Customer service must remain the primary goal, always seeking the most
effective results for customer and company. There are, therefore, some
simple rules and guidelines that may be helpful in order to accomplish that
goal and, at the same time, to avoid over-investing. Sensitivity to these
issues ensures maximum benefits of using CTI or achieving interoperability
of any advanced call center technologies.
Simple is better. Using a voice message approach, voice recognition, or a
live agent as the first routing point is probably the simplest and easiest
user requirement in interfacing with teleservices organizations. Beginning
with more complex functionality may result in overwhelming those who should
be the recipients of improved service and an acceptable interface
experience.
Menu choice on auto-attendants and IVR equipment, using CTI capability,
can also be overdone. It is far better to limit the number of choices on
recorded prompts to three or four and layer questions to no more than two
additional levels to identify the purpose of a call for routing purposes. If
the objective is to process 80 percent of the calls in 20 seconds and 2
minutes of time is consumed by pressing 1 and 2, it stands to reason that
customers would experience frustration and annoyance at an impersonal
system.
Use a phased approach to introduce technological changes with CTI and
other computer-based applications. Measurement of benefits and customer
satisfaction programs are important. Objective assessment of results before
moving forward will help. For example, it may be better to have customer
service representatives use automatic number identification (ANI)
information from the LCD display or telephone consoles to retrieve records
as opposed to engineering system facilities outright in effecting this
design change.
Select specific business functions as a starting point. This may prove
valuable in introducing interoperability in the call center. Rather than
applying fully integrated functionality to order entry, customer service and
technical support all at once, it may prove beneficial to select one or
several specific applications to evaluate the experience internally and with
callers prior to rolling out more extensive applications of CTI
functionality.
Round-the-clock accessibility for leaving messages or querying accounts
in the absence of a live agent or as an overflow during peak periods may
have far greater benefit to a call center than replacing live agents with a
pervasive automated system up front. Callers are still more emphatically
impressed when a representative of a company answers a call with a smiling
voice within one or two rings, versus being answered before the completion
of the first ring cycle and being greeted by an automated announcement and
prompt.
Blended agent capability is not for all customer service representatives.
A select group of individuals is capable of switching on-the-fly from
outbound applications to inbound callers. The outcome of selecting staff
based on their desire to do both types of calls and rewarding them
accordingly is far more positive than insisting on a universally blended
operating environment based on the new-found benefits of CTI, predictive
dialers, IVRs and other advances.
The Right Balance
Finally, the overall operating performance in a CTI environment can vary
substantially depending on volume, time of the year, time of the day and
skill levels afforded the operation. It is important to benchmark first for
results, track usage, determine abandonments and conduct customer
satisfaction surveys to assess initial customer feedback and perceived and
measurable benefits in using advanced CTI applications. When the goals of
the organization are balanced with the needs of callers and advanced
technology integration is applied in the manner and areas where it is most
acceptable, the experience and benefits of the new technology are the most
rewarding. To accept less is to sacrifice customer relations and full return
on investment in integrated computer and telephone technology in the
teleservices environment.
Charles E. Day, CMC (Certified Management Consultant) is president of
Charles E. Day & Associates in Alexandria, Virginia. His practice
management focuses on customer service, business process reviews and
technology transfer. He is the author of the recently published McGraw-Hill
book, Call Center Operations, Profiting from Teleservices.
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