Computer telephony integration, or CTI, is nothing new – it’s been around for almost as long as we’ve been in the industry. Put simply, CTI was about connecting call centres, automatic call distribution (ACD) and telephone systems with customer databases so that staff and receptionists could use information about individual callers.

Of course, the systems never quite lived up to this claim. However, as is so often the case, CTI has by no means disappeared into oblivion – on the contrary, it is making a strong comeback today in the broader form of so-called communication-enabled business processes or CEBP.

CEBP has already gained importance in the industry today, but is likely to play an even more important role in the future. The reason: personalising customer contact is becoming a decisive factor in all types of communication. More and more customers expect improvements in this area.

If the customer is already familiar with the company, they also want to be greeted personally. Potential new customers, on the other hand, expect their calls to be answered efficiently and all relevant information to be available for faster processing the next time they call. This is why companies need to integrate their CRM systems, telephony solutions, stock management and order fulfilment processes, accounting systems and records of previous purchases, as well as data collected through ongoing loyalty and rewards programmes.

What’s more, employees should be able to access all this data easily in order to help customers more efficiently and build a positive personal relationship with them. Because if you want the customer to be king, you have to make sure they feel that way.

That’s why our ACD and call management solutions provide you with an advanced and flexible programming interface that enables comprehensive integration of various key business processes and communication platforms. CEBP is simply the next step in the evolution of CTI, but if you want to live up to it, you need our expertise to integrate all aspects and make the customer feel favoured. The key is personalisation – let us explain how we can help you deliver exemplary customer service.