CTI Integration

What is CTI? The definition of computer telephony integration (CTI) is a term that can be used to describe any technology that enables computers to interact with telephones. This technology is primarily used in call centers and is often used to describe desktop interactions that improve human agents’ productivity.

How can you use the computer telephony integration?

The use cases of CTI may vary from business to business, and the processes in place for customer handling. At Exotel, we see our customers using CTI for the following very actively:

1. Cloud call center

cloud call center software enables you to handle customer calls, without having to set up any infrastructure or purchase any hardware on-ground. Specially designed to suit startups and fast scaling businesses, a cloud call center is easily scalable and saves on setup costs. Supporting more than 500 agents seamlessly, a cloud solution allows you to interact with your customers on a regular basis over calls or SMS.

2. Missed call solution

Missed call marketing campaigns are one of the easiest and the most effective ways to pass on customer updates. A simple missed call to a virtual phone number can be followed by an SMS alert with the information requested, making it simpler to communicate with consumers. Considering the increasing talk rates, it is a pocket-friendly solution for consumers to interact with a brand.

Inbound CTI Call FlowRead more about Missed Call Services here.

Businesses across different industries can use the missed call services powered by computer telephony integration to verify customers, provide opt-ins/opt-out for notifications, lead generation, collecting feedback and more.

See how Amnesty and Indus Action use the Missed Call Solution.

3. Call tracking

To ensure a great customer experience, it becomes important to monitor conversations that your agents are having to ensure that the tone, the pitch, the messaging, etc. are in keeping with your customer vision.

This is where a call tracking software comes in play.

The software doesn’t just record the phone calls you make to consumers but also offers marketing intelligence before and after the call. This lets you capture the full customer journey, identify roadblocks in interaction and optimize your processes further better their experience.

4. OTP SMS Services

There are times when you need to send messages that are not promotional in nature (messages about order status, OTP, etc.) Using computer telephony integration, you can send messages to your registered customers for either verification or simply drop a thank you message for completing an action. This enables you to avoid the frequent data breaches that have become common online.

To include OTP in your call flow, you can use the standard SMS API and integrate it with the OTP SMS service provider. Once done, you simply need to send the company’s SMS through the server on high priority. This will ensure that whenever a customer uses a system that needs a 2-factor verification or authentication, the message gets delivered quickly.

5. Number masking

Number masking is used by businesses to keep phone numbers hidden from one or both parties in a phone conversation. This enables you to protect the privacy of the parties involved in the conversation. Businesses make use of number masking to prevent any customer information from getting misused.

For example, cab aggregators can make use of number masking to connect cab drivers to customers without revealing the number of either of the parties. See how Ola uses number masking to keep your information secure, here.

6. Last mile delivery tracking

The need to offer instant gratification to consumers is increasing by the day. That’s why you need to track the orders they place in real-time to keep them updated. Using computer telephony integration, you can implement last mile delivery tracking solutions in your operating procedure.

Here’s how it works:

All third-party logistics companies that want to optimize their operational costs and set up efficient processes for last mile communication, use this solution.

7. Lead assist

For businesses, it is vital to establish a seamless channel of communication between the buyers and the sellers. Since virtual numbers are a scarce commodity, businesses to need to look for lead assist solutions instead to ensure they lose no customer.

A lead assist software allows you to work with a limited number of virtual numbers and be in control of the way your consumer market is being handled. The software keeps your consumer data secure from vendors, while still letting them communicate for effective nurturing.

For instance, Quickr uses lead assist to smoothen their customer interaction at all stages of the funnel. You can take a look at how they use lead assist, here.


Computer telephony integration comes with APIs (for e.g., call APISMS API) that enable you to use one solution with another or simplify your existing processes for more efficiency. For instance, there is an API  to customize your greeting messages using dynamic text or an audio from a URL. See other CTI APIs, here.

The high point of computer telephony integration is that they can work in addition to your CRM or ERP easily. The integration is effortless and enables you to dig deeper into your customer conversations to draw actionable insights and context for meaningful campaigns.

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