CTI is short for "Computer Telecommunication Integration", which is translated as "Computer Telephone Integration"call center (Call Center）Systematiccore technology 。[1]
Computer Telephone Integration TechnologyIt is evolved from the traditional "Computer Telephone Integration", includingdata communicationAnd a telecommunication integration technology of traditional voice communication network content, which is called "CT (Computer Telephony)" abroad.Traditional CTI technology focuses on how to apply computer based intelligent technology to the sending, receiving andAdministrationHowever, today's CTI technology should consider the transmission of information of other media types, such asFax、E-mailAnd video signal.CTI technology spans computer technology and telecommunications technology, and involves many contents, mainly including:information system, interactive voice responseCall center systemValue added business functionsIP phoneAnd hardware core technology.[2]
Chinese name
Computer telephone integration
English name
computertelephony integration;CTI
definition
It is an application technology that integrates the two technologies of computer and telephone, and combines the two functions of telephone communication and computer information processing.
Applied discipline
Communication science and technology (first level discipline), communication network (second level discipline)
It is an application technology that integrates the two technologies of computer and telephone, and combines the two functions of telephone communication and computer information processing.
It refers to a technology that integrates telephone communication and computer information through software and hardware interfaces and control equipment to achieve mutual integration of voice and data and enhance communication capability.[2]
characteristic
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one
Make full use of the computer's information processing ability;
two
Convenient networking and flexible operation;
three
Improve the utilization rate of communication lines;
The development of CTI technology has always been closely related to the call center.Traditional call centers are based onPSTN（Public switched telephone network）The call center of, the business representative answers the phone and provides customers withinformation service。With the development of computer and communication technology, voice response system and CTI technology have been introducedCTI server, Automatic Voice Response (IVR), Automatic Fax Server, Outgoing Dial Server and Manual Agent.[1]
Internet Call Center (ICC) is an Internet based call center. It does not simply provide Internet information to the call center, but integrates the Internet and the call center organically.Users can directly enter the call center from the Web site and call the other party by clicking a button.Of course, you can also use IP phones to call in, or do text interaction (such as white version function). All functions on the Internet can use soft queuing, middleware technology and call center integration.[1]
Recently, with the increasingly obvious trend of integration of multimedia technology and Internet call centers, call centers urgently need 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 into the call center will enable the call center to achieve another leap in function.Of course, in order to realize interactive video communication, the user end must have enoughbandwidthInternet call centers should also have rich video and image information.[1]
It should be noted that with theData warehouse technologyWith the integration of Internet call centers, intelligence has become an important development direction of call centers.data warehouse It is a new technology for decision-making system developed in recent yearsMarket informationAnd the company's business, financecost、profitAnd other relevant datastatistical analysisFinally, valuable data can be obtained to help company decision-makers makemarketing strategy, product development plan, etcEnterprise decision-making。Data warehouse technology is a powerful weapon for enterprises to win the future, so it is far sightedentrepreneurWhen establishing a call center, we must consider intelligence as an indispensable part of the call center - although this will increase investment, this part of the additionalinvestmentWill be rewarded in excess.[1]
After several years of development from 1999 to now, China's call center industry has made great progress, and a large number of software and hardware providers andSystem integrator, developed a series of products including switches, boards, unified platforms, middleware, and various application software.However, we must see that domestic manufacturers still lag behind foreign manufacturers in high-end technology, which is the part of the industrial chain with high added value and high profits. Therefore, if China's CTI industry is to become truly strong, it must break through in high-end technology.[1]
At the same time, due to the fierce competition, the technical threshold is lowered, and there are too many software and hardware providers and system integrators, which leads to the situation that the market is not standardized, the standards are not unified, and the enterprises in the industry cannot achieve a virtuous circle. This is the biggest problem that China's call center market and CTI enterprises face.How can we solve these problems?The author puts forward the following suggestions: First, improve the technical threshold of enterprise products, research and develop high-end products, provide all-round technical support for medium and large-scale systems, follow a typical system of a typical enterprise to achieve full service, and achieve progress and innovation in the full service.Secondly, focus on several important technologies in the future, such asSoftswitch technologyInternet call center based on wireless mobile InternetMobile communication networkAnd fixed networkElectronic CommerceCall center, etc.Third, go out of the small circle of the call center toEAI(Enterprise application integration) as a new development goal, to help various large enterprises eliminateInformation Island 。[1]
CTI and CRM create a new world together
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At present, people have many different understandings of CRM. There are dozens of definitions about CRM. Some people even put forward that CRM is a kind of culture, an idea, and a kind of doctrine. This makes our understanding of CRM more ambiguous. Can we understand CRM as: CRM is a technology and management method that orients enterprise operation to "customer focus", and its essence is based on IT systemsCustomer centered fast decision support system.
CTI technology is widely used in the most basic information access link of CRM system.In fact, after the introduction of CTI technology, the enterprise's CRM system can collect market intelligence more comprehensively and accumulateCustomer information, better maintenanceCustomer loyalty And expand sales.At the same time, as CTI technology not only closely connects computer systems and communication systems, but also perfectly combines information communication technology and database technology, resulting in faster, more efficient andEconomicsThe business operation mode ofmarket competition In an invincible position.
China's large and medium-sized enterprises have initially accepted the concept of CRM, and are or will establish their own CRM systems. Even some small and medium-sized companies with 100 people have also applied simple and practical CRM systems.The rapid development of CRM in the Chinese market will provide an increasingly broad application stage for CTI technology.
In short, domestic call centers, CRM and other fieldsproduct development , promotion and application, market development and other aspects have taken a solid step.Rapidly changingmarket environmentAnd the expanding application fields require the CTI industry to make joint efforts to dedicate more advanced CTI technologies and products to users, and jointly promote China's call center and CRM to a new level.
application area
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CTI technology is widely applicable to:
1. Various enterprises build customer service center system
2. Government departments build voice service system/Call center system, such as:
110/119/122 three in one command and dispatching system or urban emergency linkage system or urban public security 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 complaint hotline system
12319 Urban construction hotline system
12333 Labor and Social Security Telephone Service Center System
12348 Legal Service Hotline System
Customs Consulting Service Hotline System
12316 New Rural Service Hotline System
12338 Women's Rights Protection Service Hotline System
12320 public health telephone service hotline system;
threeTV Shopping/TV station/newspaper media/hospital/transportation tourism//community/logistics/Education/home appliances/commerce and other construction call center systems/customer service center systems
The applicable business types of CTI technology or call center system include: business consultation, problem response, complaint acceptance, order acceptance/workflow management, maintenance acceptance, interactive automatic voice response (IVR), preview call out/Client Review /market research、Telemarketing/Customer care/Telephone return visit/feedback of processing results/new product promotion/collection and payment collection, intelligent forecast outbound call, customer relationship management, etc.[4]
