Arguably, computer telephony integration (CTI) has evolved into what it is today because of call centers. CTI call center technology supports massive numbers of calls, typical in a call center scenario. It is designed for information gathering, intelligent call routing and data-driven call processing.

CTI call center technology is crucial to today’s business. Just imagine companies like Netflix and Verizon fielding customer support calls without CTI. That’s going to be one big mess!

Here are the top 5 Pros when it comes to CTI call center integration.

CTI Call Center Pro 1: Pre-routing Data Gathering

Alan Weiss, founder and consultant at Summit Consulting Group, once said: Ask your customers to be part of the solution, and don’t view them as part of the problem.

CTI’s ability to gather data prior to call routing is like tapping your customers’s shoulders and saying “Hey, help us serve you better. Tell us about yourself and what you need.”

Pre-routing data gathering is the best way to start off an efficient and personalized call conversation. You gather enough information to route the calls correctly to an agent with skills that match the needs. You also get enough data on who exactly is calling, where they’re from and their call history. This could be a basis for friendlier yet to-the-point call engagement.

By using CTI to get information before the actual conversation, you help out your agents. It cuts time off from asking callers qualifying questions. They can proceed to the issue and use their time actually fixing the customer concern.

CTI Call Center Pro 2: Intelligent Call Routing

One of the greatest time-wasters in the call center is incorrectly routed calls. Not only does it lengthen call processing. You also get irritated callers who are likely to be more difficult to handle.

Intelligent call routing through call center integration qualifies calls according to product segments, concerned departments, degree of help required and caller history. How much tier you configure into your CTI’s call routing feature depends on you.

It can help zoom in on the best agent to take the call. This is a win-win for both the call center and your caller. Matching needs to the best customer support agent can mean getting to a resolution faster. Your team can process more calls. And, your customers are happy.

CTI Call Center Pro 3: Data-Driven Call Processing

Go beyond merely communicating to ‘connecting’ with people. – Jerry Bruckner, author of The Success Formula For Personal Growth.

Data-driven call processing levels up the kind of service and support that you provide to your customers and prospects. In the case of call centers, it adds the human element to everything, and this could make a world of difference.

There are several levels to how much and what kind of information you get from your callers. You have the initial contact point, wherein you can get basic information before routing the call. Then, you have CTI’s many features that allow you to log calls, access previous call histories, integrate with Google, your CRM and other software, among others.

This makes data-driven calls possible. And, there are many ways to leverage this when you want to improve your customer service.

You can make calls more personalized and responsive. Address people by their nicknames. Greet them with a “good morning, “good evening,” or “howdy” because you know their location. Refer to old issues they had called about and follow-up.

There’s just so many ways to use CTI in order to communicate with your customers that they are more than just numbers or faceless callers. In return, you earn something priceless, their loyalty.

CTI Call Center Pro 4: Efficient and Effective Call Agents

Businesses often forget about the culture, and ultimately, they suffer for it because you can’t deliver good service from unhappy employees. – Tony Hsieh, Zappos CEO

When you empower your team with everything they need to be effective in their work, you’ve taken the first step towards building a solid customer support group. Your CTI call center integration is an indispensable part of this.

Think of the agent’s seat at work as a hot seat. At the very least, people call them to ask about the product or follow up about an order. On their worst days, your agent handles an erupting volcano at the other end of the line. They need all the support they can get.

CTI call center integration provides them with as much data necessary for fast and responsive support. It also matches callers with the best person for their concerns. When best matched, there is less need to forward calls or get a tier 2 support person involved. There is also lesser possibilities of an eruption.

Your callers are happier for this. And, you have a well-oiled customer support team. Your agents are more effective, at work. That accounts for a great part of a healthy and supportive company culture.

CTI Call Center Pro 5: Lowered Operational Costs

Good customer service costs less than bad customer service. – Sally Gronow, Welsh Water, Head of Customer Support and Field Operations

When optimally configured, you can use CTI call center integration to streamline your processes. This can bring about several results, such as better customer support and happier customers. It is also a way to cut operational costs.

CTI has several features that unburdens your agents. From data gathering to basic tasks, like password changes, account status checks and others, your team works more efficiently and can potentially handle more calls.

In exchange of increasing manpower or lengthening operating hours, just make sure to know the full capacity and capabilities of your CTI system. Make full use of it, and you’ll have a hard-at-work, tight and efficient ship.

Read more: Call Logging Powers Data-Driven Call Centers