Telecommunications today has changed the market dynamics and the way we do business. With increased telephone usage, professional call handling has become imperative to keep the callers from calling the competition. Computer Telephony Integration (CTI) is the means to achieve this as CTI enables speedy communication and better response to customer’s calls. Examples of CTI are Voice Mail Systems, Audiotex, Interactive Voice Response Systems (IVRS), Automatic Call Distributors (ACD), Unified Messaging, and Call Center Applications etc. Application examples are Rail/Air booking or availability status, Telephone Banking, Phone-in Stock/Shares Trading, Automated Order Booking, Game Shows (KBC) etc.

There are two basic reasons for companies to invest in CTI – customer nurturing and internal productivity. Companies that provide 24-hour information on their products and services will win more customers than companies that only do it 5/6 days a week, eight hours a day. CTI helps companies get their customers’ calls to their staff faster – with an automated attendant. CTI enables customer service agents’ computer screens “pop” with customer information as soon as the call is answered by an agent, who in turn will now be able to attend to the customers’ problems faster. CTI allows automated/predictive dialing for retrieval of information e.g. for automated water or energy meter reading or act as ‘audio reminders’ e.g. automated reminders of subscription / bill dues.

Voice Mail Systems: Voice Mail Systems shorten the call-handling time as the built-in auto attendant handles multiple inbound calls simultaneously, reduces caller hold times and tying up of lines. Also, since most callers to an organization are frequent callers who know the person whom they wish to reach – callers can access your staff in the shortest possible time. A Voice Mail also has the facility to record, store, and play back voice messages. Each user has access to an individual mailbox, which allows messages to be kept private. Compared to written notes, which a telephone operator normally takes, voice recording allows longer and more complex messages to be accurately communicated. The ability to leave detailed, private messages frequently means callers can relay information without the need for a return call. Voice PRO also facilitates having a common messaging platform within a company; messages can be broadcast using distribution lists allowing employees to send messages to multiple people at the same time.

Interactive Voice Response System: An Interactive Voice Response (IVR) System automates the handling of calls by interacting with one or more online databases. Popular IVR applications include bank-by-phone, flight-scheduling information and automated order entry and tracking. What is common in each of these examples is that a caller’s touchtone or spoken requests are answered with spoken information derived from data that is extracted from a “live” database. As such, a significant percentage of installed IVR systems are used as a front-end in call centers in an attempt to offload as many calls as possible away from costly live-agent handling. The main benefit of an IVR system is that it eliminates the need for agents to answer repetitive questions. An IVR system does not replace live agents, but it frees them from having to handle simple repetitive calls. An IVR system also does not take breaks, lunch or call in sick. It allows callers to get the information they need 24 hours a day, seven days a week.

Automatic Call Distribution: Automatic Call Distribution (ACD) enables uniform distribution of incoming phone calls to Call Center Agents. Calls are routed to groups of agents according to the type of information or service required by the caller. The agents are trained and equipped to provide the particular information or service the caller is requesting. If calls cannot be handled immediately, the caller is usually provided with a recorded announcement by the ACD until an agent is available. Most ACD systems generate one or more reports listing call handling statistics and ACD traffic levels. The system administrator uses these reports when determining optimum staffing levels, acceptable caller delay times and use of system resources.

Typical ACD applications include airline reservation offices, Authorised Service Center, Internet Service Providers’ (ISP) Helpdesk etc. In all cases, the caller is attempting to reach an individual who can supply a service, answer a question, take a reservation or accept a purchase order.

Unified Messaging: By definition, Unified Messaging (UM) means having access to e-mail, voice mail and faxes via a common interface on the computer or by telephone. Computer-based unified messaging displays e-mail and faxes on screen and plays back voice mail over the speaker. Audio-based systems convert text to speech to deliver messages to a remote user on a desk phone or cell phone.

A true UM system lets you review and manipulate all message types (voice, fax, e-mail, video) through a variety of interfaces — most powerfully, through a single PC-based interface (dedicated messaging client or Web browser), and (within limits) through other interfaces as well — computer display, land phones, cellular phones, email; remote fax machines; even more- limited devices such as pagers.

CTI can be implemented by any Small enterprise to a large scale unit For Eg., A small firm like a Gas Agency can implement an IVR (interactive voice response system)for handling the booking of gas cylinder based on the consumer number, and could provide details such as booking time date and tentative time of delivery etc., Similarly any large industry such as Railways , Banks, Insurance Etc. could also implement this, by allowing the customer to access their data base and find out the details such as Ticket Availability, Bank Balance or Insurance premium dues. The cost of implementing a CTI solution could start somewhere around Rs.25-30, 000 for a basic IVR application, similarly a four port PC based Voice Mail could start somewhere around Rs.85, 000 upwards. The exact cost of a CTI application would depend on customer’s requirement, as customization would be required for most of these systems. Currently a good number of companies have started implementing CTI mainly in the form of Call Centers, IVRS and Voice Mails. Regarding vendors providing complete CTI solutions, Bangalore has many of them. If you have the budget and the vision to delight your customer CTI is the way to go.

(The article was contributed by Synectic Telecom. Feedback can be mailed to This e-mail address is being protected from spam bots, you need JavaScript enabled to view it )\n This e-mail address is being protected from spam bots, you need JavaScript enabled to view it )"

Issue BG12 Mar02

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