Call Center Technology without CTI:

    The core of any call center is the call processing switch, either an ACD (Automatic Call Distributor) or a PBX (Private Branch Exchange, which means Private Telephone Switchboard) with ACD features. The PBX has evolved considerably from a human being sitting in front of a switchboard, sending calls to the various extensions. Today, a PBX can make announcements, collect user input, provide routing/call handling, and log telephony events. Some PBXs can perform ACD functions, and some can route the call to an agent based on the agent’s skills. However, a PBX can not transfer information about the caller, or perform sophisticated call qualification, or log application-specific call events. As we will see in following sections, these aspects are required in a complete CTI solution.
    In addition to a PBX, a call center could also have VRUs (or IVRs - Interactive Voice Response-). These units add new capabilities that place the call center even closer to the CTI functions. A VRU can perform long, complex user interactions (multilevel menus), call external functions, interact with proprietary databases allowing to call qualification, perform rudimentary software telephony services by using the VRU script language, and allow caller-specific reporting. However, a VRU does not provide a complete CTI solution either. A VRU cannot provide a common data repository (for example, VRU databases cannot be accessed by the agent), or provide efficient call qualification (very system-consuming), or easily provide sophisticated telephony services.
    Having PBX and VRU functionality in mind, “Figure I” illustrates the starting point for the modern call center, and is still the state of the art for many call centers today. Calls are received by a circuit switched PBX, which automatically distributes them to agents according to the rules which it has been supplied. An agent’s workspace also includes a computer workstation connected to one or more computer applications. Only the mind and hands of the agent connect the agent’s telephone and the agent’s workstation. There is also a VRU system greeting callers, prompting them for identification, and providing some information automatically. However, if the call reaches an agent, the agent will have to ask the caller to repeat the identification information. Obviously call centers needed to take a step further and incorporate new technology that close the gap between the two worlds: computer and telephony.
 

                                             FIGURE I

Call Center Technology with CTI

    As mentioned earlier, neither PBXs nor VRUs provide the functionality necessary to build computer telephony integration. A comprehensive CTI solution involves seamlessly integrating telephone hardware, computers, and software. This integration depends on some basic features or requirements that CTI must provide. First, there must exist a unique, common data repository; thus, every component whether is hardware, software or agent has only one place to look for information about a call. Second, the caller must be qualified as early, quickly, and automatically as possible. This allows companies to serve its customers needs in a more efficient and cost-effective way. Third, the solution must provide the agent with as much complete picture as possible about the caller and the call, including the call history. This way, information can be used to route calls to an appropriate agent as well as to trigger an appropriate application on the agent’s desktop. Fourth, since most enterprises have heterogeneous mix of telephony and computer hardware and software, a good CTI solution should be able to work with the existing call center equipment. Finally, the last requirement is to provide also seamless integration of the telephone, computer, and applications on the agent’s desk. Thus, the agent is able to perform all his/her telephony activities from his/her computer including answering the phone, transferring calls, putting calls on hold, placing conference calls, and hanging up. For more information about features of a CTI solution see Quintus Technology Paper titled "Understanding CTI."
    The addition of a CTI link adds much to the agent’s ability to respond to callers efficiently, as is shown in “Figure II”. The link allows the components of a call center – telephone switches (PBXs), interactive voice response units (VRU), agent workstations, and databases containing customer information – to work together effectively. The agent’s telephone and his/her workstation-based applications can work together automatically. At a minimum, when a call is delivered to the agent via telephone, relevant information about the call, whether provided by network signaling or through VRU interaction, is delivered at the same time via the workstation.

                                          FIGURE II