What is CTI (and why your business needs it)
| January 26, 2025
CTI – Computer Telephony Integration – is much more than a simple connection between a phone system and business software. It’s a strategic accelerator capable of transforming every phone interaction into an opportunity to deliver faster, smarter, and more personalized service. By connecting your PBX to CRM, helpdesk, or ERP tools, CTI allows your team to access all relevant customer information in real time, exactly when support is needed.
No more manual searches, repeated questions, or redundant steps: the agent instantly sees who’s calling, what they’ve purchased, their communication history, any complaints or open tickets. The result? Accurate, timely, and targeted assistance from the very first second.
In a context where customers are increasingly informed, impatient, and experience-driven, responding in a contextualized and immediate way is no longer optional — it’s essential. According to a PwC study, 73% of consumers consider customer experience a decisive factor in choosing a brand. An advanced, seamless, and well-integrated customer service is therefore a key asset to boost sales, build loyalty, and strengthen brand reputation.
Transform Your Customer Experience
BeInContact, our solution, natively integrates advanced CTI features into an omnichannel platform designed to simplify the agent’s job and significantly improve the customer experience. As soon as an incoming call is received, the platform automatically identifies the customer and opens their full profile, including:
- Personal and contact information
- Purchase and order history
- Open and closed tickets
- Personalised notes from the team
The direct integration with major CRMs and helpdesk systems also allows for automatic opening of the relevant customer screen or instant creation of a new ticket — eliminating manual steps and minimizing errors.
Smart Automation and Operations
With the Smart Outbound Call feature, agents can initiate a call directly from any screen or application — CRM, ERP, helpdesk — with just one click, without switching windows or devices. Every conversation is automatically logged and linked to the customer profile through Call Logging and Automatic Tracking, ensuring consistent data and a complete view of interaction history.
Native Omnichannel Capabilities
BeInContact enables management of all communication channels from a single interface: voice, email, SMS, WhatsApp Business, social media, and more. Every channel is fully integrated to maintain a seamless dialogue even when customers switch communication methods.
Measurable Benefits for Teams and the Business
Adopting CTI isn’t just a technological upgrade — it’s a strategic shift that delivers tangible, measurable benefits across the organisation:
- –25% in average call handling time: With immediate data availability, conversations are faster with fewer repetitions and wait times.
- +30% in operational productivity: By automating repetitive tasks and making information more accessible, agents can focus on higher-value activities.
- Centralised, analyzable data: Advanced dashboards and integrated reports provide clear insights into performance, issues, and improvement opportunities.
- Full support for hybrid or remote teams: The cloud-native architecture ensures secure access from anywhere, supporting operational continuity and organizational flexibility.
- Superior customer experience: More efficient and personalized service strengthens customer trust and increases loyalty rates.
BeInContact: Scalability, Reliability, Integration
BeInContact is designed to adapt to any organization, from SMEs to large enterprises, and is compatible with major CRMs on the market — including Salesforce, Microsoft Dynamics 365, Zendesk, HubSpot, and custom solutions.
Every project is supported by a team of experts who assist clients through all stages:
- Process analysis and requirements gathering
- Technical integration with existing systems
- Operational training for the team
- Ongoing support and post go-live assistance
The result is a customised, reliable, and continuously evolving CTI solution that enhances internal performance and the customer’s perceived service quality.
