Computer Telecommunications Integration, CTI is the abbreviation of English "Computer Telecommunications Integration", translated as "Computer Telecommunications Integration", is the core technology of the call center (CallCenter) system.
Introduction
With the increasing impact of computer technology on the field of telecommunications, some experts regard CTI as "Computer Teleommunication Integration", that is, "Computer Telecommunications Integration".
Computer Telephone Integration Technology is a telecom integration technology that evolved from the traditional "Computer Telephone Integration" and includes data communication and traditional voice communication network content. It is called "CT (Computer Telephony)" abroad. Traditional CTI technology focuses on how to apply computer-based intelligent technology to the sending, receiving and management of telephone calls , while today's CTI technology needs to consider the transmission of other media types, such as fax, email and video signals . CTI technology spans the two major fields of computer technology and telecommunication technology, and involves a lot of content, mainly including: information system of user equipment, interactive voice response, call center system, value-added service function, IP phone and hardware core technology, etc.
features
CTI technology has the following characteristics:
Make full use of the computer's information processing capabilities;
Convenient networking and flexible operation;
Improve the utilization rate of communication lines;
Rich system interface and low cost;
Seamless connection with telecommunications and computer networks;
Save human resources and improve command efficiency
Relationship with call center
The development of CTI technology has always been closely related to the call center. Traditional call centers are call centers based on PSTN (Public Switched Telephone Network), and business representatives provide information services to customers by answering calls. With the development of computer and communication technology, voice response system and CTI technology have been introduced. The basic system is composed of CTI server, automatic voice response device (IVR), automatic fax server, outbound server and manual agent .
Internet Call Center (ICC) is an Internet-based call center. It does not simply provide Internet information to the call center, but organically integrates the Internet and the call center. Users can directly enter the call center from the Web site, and communicate with the other party by clicking a button. Of course, it is also possible to use IP phones to call in, and also to do text interaction (such as the white board function). All functions on the Internet can be integrated with the call center by using soft queuing and middleware technology.
Recently, as the integration trend of multimedia technology and Internet call center becomes more and more obvious, the call center urgently needs to introduce multimedia functions, especially video information content. Therefore, the future development of CTI must be the integration of voice data and video signals. Since 70% of the information received by human beings comes from video, the introduction of video technology in the call center will make the call center achieve another leap in function. Of course, to realize interactive video communication, the client must have sufficient bandwidth, and the Internet call center must also have rich video image information.
What needs to be pointed out is that with the integration of data warehouse technology and Internet call center, intelligence has become an important development direction of call center. Data warehouse is a new technology for decision-making system developed in recent years. It conducts statistical analysis on user data, market information, and company business, finance, cost, profit and other related data, and finally can obtain very valuable data to help company decision makers formulate corporate decisions such as marketing strategies and product development plans. Data warehouse technology is a powerful weapon for enterprises to win the future. Therefore, when building a call center, far-sighted entrepreneurs must regard intelligence as an indispensable part of the call center-although this will increase investment, this part of the extra investment will get excess returns.
After several years of development from 1999 to the present, China's call center industry has made great progress. A large number of software and hardware providers and system integrators have grown up, and a series of products including switches, boards, unified platforms, middleware, and various application software have been developed . However, we must see that domestic manufacturers are still significantly behind foreign manufacturers in terms of high-end technology, and this field is the part of the industrial chain with high added value and high profits. Therefore, if my country's CTI industry is to truly become strong, it must achieve breakthroughs in high-end technology.
At the same time, due to fierce competition and low technical threshold, too many software and hardware providers and system integrators, the market is not standardized, the standards are not unified, and the industry companies cannot achieve a virtuous circle. This is the biggest problem facing my country's call center market and CTI companies. How can these problems be solved? The author puts forward the following points of reference: First, raise the technical threshold of enterprise products, research and develop high-end products, provide all-round technical support for medium and large-scale systems, closely follow a typical system of a typical enterprise to achieve full service, and obtain progress and innovation in the full service. Secondly, grasp several important technologies in the future, such as Internet call centers based on softswitch technology and broadband Internet, call centers based on wireless mobile Internet, mobile communication networks and fixed networks, and e-commerce-oriented call centers. Third, get out of the small circle of call centers and take EAI (Enterprise Application Integration) as a new development goal to assist various large enterprises and eliminate information islands.
Break new ground with CRM
At present, people have many different understandings of CRM. There are dozens of definitions about it. Some people even propose that CRM is a kind of culture, a kind of thought, and a kind of doctrine... This makes our understanding of CRM more and more ambiguous. Can we understand CRM as: CRM is a technology and management method that guides business operations to be "customer-centric", and its essence is a rapid decision-making support system based on IT systems and customer-centric.
A relatively complete CRM system should include: customer information collection and customer relationship management and care, marketing and management, sales and after-sales service and management, storage, analysis and mining of various information data, market forecasting and decision support systems.
In the most basic information access link of the CRM system, CTI technology is widely used. In fact, after the introduction of CTI technology, the CRM system of the enterprise can more comprehensively collect market intelligence, accumulate customer information, better maintain customer loyalty, and expand sales. At the same time, because CTI technology not only closely connects computer systems and communication systems, but also perfectly integrates information communication technology and database technology, it creates a faster, more efficient and economical business operation model, which can help enterprises remain invincible in the fiercer market competition.
At present, large and medium-sized enterprises in China have initially accepted the concept of CRM, and are or will establish their own CRM systems, and even some small and medium-sized companies with about 100 employees have also applied simple and practical CRM systems. The rapid development of CRM in the Chinese market will surely provide an increasingly broad application stage for CTI technology.
In short, domestic call centers, CRM and other fields have taken a solid step in technology research, product development, promotion and application, and market development. The rapidly changing market environment and continuously expanding application fields require the CTI industry to work together to dedicate more advanced CTI technology and products to users, and jointly push my country's call center and CRM to a new level.
Application field
CTI technology is widely applicable to:
1. All kinds of enterprises build customer service center system
2. Government departments build voice service systems/call center systems
like:
110/119/122 three-in-one command and dispatch system or urban emergency linkage system or urban public safety command center system
12345 government hotline system
95598 Power Customer Service Center System
12315 Consumer Complaint Hotline System
12366 tax service hotline system
12365 Quality Supervision Hotline System
12369 Environmental Protection Complaint Hotline System
12319 Urban Construction Hotline System
12333 Labor and Social Security Telephone Service Center System
12348 legal service hotline system
Customs Advisory Service Hotline System
12316 New Countryside Service Hotline System
12338 Women's Rights Protection Service Hotline System
12320 public health telephone service hotline system, etc.;
3. TV shopping/television station/newspaper media/hospital/transportation/tourism/community/logistics/education/household appliances/commercial construction call center system/customer service center system
Applicable business types of CTI technology or call center system include: business consultation, problem reflection, complaint acceptance, order acceptance/workflow management, maintenance acceptance, interactive automatic voice response (IVR), preview call/customer return visit/market research, telemarketing/customer care/telephone return visit/processing result feedback/new product promotion/collection collection, intelligent forecast outbound dialing, customer relationship management, etc.
Reposted from: Computer Telecommunications Integration_Baidu Encyclopedia