chapter 4 computer telephony integration

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華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務

作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲總編審：張瑞芬 4-1

Chapter 4Computer Telephony Integration

4.1 Computer Telephony Integration (CTI)

4.2 Interactive Voice Response Module and Voice Messaging System

4.3 Outbound Call and Inbound Call Module

4.4 CTI Set-up

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4.1 Computer Telephony Integration (CTI)

A strategic CRM valuable Contact Center should have some characteristics Every call must be helpful to customers. Contact Center should be integrated with back-end systems. Business should analyze and redesign existing processes. Performance evaluation for contact center agents.

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4.1.1 CTI Application Development

1960 ~ 1970 Technical limitations in CTI enabling

1970 ~ 1980 Limited by expensive PBX and unsophisticated computer

technology.1990 ~ Now PC technology and network technology popularize CTI

development and applications.

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4.1.2 CTI System Structure

CTI system framework First Party control Third Party control Integrated control

First Party control Allowing individual user’s PC controls his/her own telephone through

voice card on the PC and communicates with PBX. Third Party control There is no direct connection between each user’s PC and telephone. All

telephone controlling functions are on PBX. PBX uses standard CTI link and CTI server to connect communication (phones) and computers (PC).

Integrated control Integrate PBX functions into a PBX/CTI server. The server plays the

roles of PBX and CTI server.

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First Party Control

Advantages ： Easy build-up and cheap software

Disadvantages ： The function works only when each

PC is installed CTI software and hardware. With the increasing of the business’s telephones and computers, the set-up costs have become business’s burden.

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PBX

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A B C D E F G HSELECTED

ON-LINE

PSTN

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Third Party Control

Advantages ： The whole controlling function is

completed by central server.

Disadvantages ： PBX set-up is expensive and

function is limited by CTI server so that it is hard to display PBX’s original function, and it leads to cost waste.

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伺服器

PBX

CTI link

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乙太網路

PSTN

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Integrated Control

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乙太網路

PC-Based PBX

PSTN

Advantages ： Business can depend on

different requirements to adjust system scale ,and integration framework provides more flexibility for business.

Due to high-level integration of network, it can attain web phone function easily.

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4.1.3 Basic CTI Functions

Computers and PBX message can communicate with each other. Or computer can play a PBX role. Users can control inbound and outbound calls and change inbound/outbound voice interactive processes and rules.

Caller ID display.

Monitoring inbound calls to ensure customer service quality and to keep service records.

Data mining – future sales analyses

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Basic CTI functions

Caller IDData collection of inbound callsRouting/processes of inbound callsOutbound call procedureVoice mails/messagesCall monitoringVoice over IP Computer fax integration (CFI)

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The Benefits of CTI

Improve customer service process

Reduce communication costs

Enhance efficiency of customer service agents

Increase competitiveness

Promote the quality of customer services

Improve business performance

Promote company’s image.

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Framework of IntegratedContact Center

AvecCRM Server & Website

工作站

工作站

電話 Telephone

電話 Telephone

資料庫 Database（顧客資料＆歷史服務資料）

顧客

自動傳真服務

聯絡客服中心Web/E-mail/Phone/Fax

系統自動回覆E-mail

網路線上對談

Network

Data Mining分析報表輸出

FAX 系統

總機系統（自動話務分配）

FAQ 常問問題與回答

資料查詢Data Searching

AvecKM知識管理

AvecOrder線上訂購管理

AvecTouchScreen觸控式螢幕管理

外掛系統模組

顧問問題及需求分類

( 來源：亞頌科技股份有限公司 )

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4.2 Interactive Voice Response Module and Voice Messaging System

Voice response units

Interactive voice response systems

Voice messaging systems

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電腦電話整合系統模組CTI system module

語音回應單元Voice responding unit

顧客A

語音回應單元1Voice responding unit 1



其他功能Other function

透過電話詢問某課程語音公告系統自動回應

顧客B

透過電話詢問火車時課表語音公告

系統自動回應

顧客C

透過電話詢問天氣預報語音公告

系統自動回應

資料庫

Customer A

Customer B

Customer C

Automatically responds

Weather forecast report

Train schedule

Class announcement

database

4.2.1 Voice Response Units

Users can dial customer service system through telephone and received answers directly (without actually talking to an agent).

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4.2.2 Interactive Voice Response Systems

Through voice guiding, users can interact with the voice response system to receive answers of their requests.

電腦電話整合系統模組

互動式語音流程

顧客A

帳戶查詢服務

基金下單功能

客服人員聯繫

其他功能

輸入帳號密碼

獲取餘額或交易歷史資料

顧客B

輸入帳號、密碼與交易代碼

成交訊息回報

顧客C

透過語音引導尋求問題答覆

客服人員回覆

資料庫

Customer A

Customer B

Customer C

Input ID and password

Input ID, password and transaction ID

Get the remaining sum or transaction historic data

Response deals message

Search answers through voice guidance

Service staff response

Contact with service staff

Other functions

Fund order function

Inquire account service

Interactive voice response process

CTI integrated system module

database

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Example of an IVR Logics

外線打入Dial in

播放 welcome.wavPlay welcome.wave

O O 科技你好This is 00tech中文說明請按1Dial 1 for Chinese英文說明請按2Dial 2 for English

播放 function_c.wavPlay function.wave

直撥分機請按1Dial 1 for extension撥部門請按2

Dial 2 for department連接總機請按3

Dial 3 for service staff產品說明請按4Dial 4 for product

specification

撥放connect_c.wavPlay connect_c.wav

請按分機號碼Please dial extension

number撥放group_c.wavPlay group_c.wav工程部門請按1

Engineering department, dial 1業務部門請按2

Business department, dial 2

客服部門請按3Customer service department, dial 3

連結至該部門分機群組

Connect to extension group of

the department

連結該分機Connect to the

extension

連結總機Connect service

staff

撥放 product.wavPlay product.wav

產品說明語音The voice of produce

specification

流程回頭Loop

播放function_e.wavPlay function_e.wav

直撥分機請按1Dial 1 for extension撥部門請按2

Dial 2 for department連接總機請按3

Dial 3 for service staff產品說明請按4Dial 4 for product

specification

相同流程The same process

1

2

1

2

3

4

例 201

1 or 2 or 3

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Voice Messaging/Mail System

電腦電話整合系統模組Telephone computer integration module

語音留言系統Voice recording system

顧客ACustomer A

電子郵件功能Mail function外撥模組

Dial-out module

留下語音流程Record voice message

客服人員Service staff

聽取留言、回覆留言Listen message and response

客服人員回覆Customer service staff response

資料庫databas

e

客服人員回覆顧客AResponse for customer A

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CTI offers contact center flexible dial-in and dial-out functions with interactive voice module and automatically distributing functions.

4.3 Outbound and Inbound Call Modules

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4.3.1 Inbound Call Module

Inbound call offer contact center the mechanism to accept customer calling and automatically dispatch to customer service staff according to automatically telephone dispatching system.

CTI automatically dispatches inbound call, and connect it to specific extension group. While a specific service staff is busy, caller can wait on the line or re-routed to another staff/agent.

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4.3.1 Inbound Call Module

CTI can set the average service work load according to different business logic. CTI dispatches calls to service staffs automatically to balance the work load and to avoid affecting customer service quality due to work overload.

Customer service staff can get in-bound information through computer interface and query the customer data.

Administrator/supervisor can monitor each extension/agent and get the service performance data.

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4.3.2 Outbound Call Module

CTI outbound calls offer customer service agents a outbound mechanism to dial out by clicking mouse and/or keyboard. They can view every outbound call data through the user interface on the computer screen.

Customer service staff can dial out for sales operation after getting customer list with customer database from sales or marketing department.

Importing outbound call data helps customer service agents automatically schedule outbound calls.

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Process of CTI Outbound Calls

外撥機制Dial-out

mechanism

外撥名單Dial-out list

該筆外撥資料能否撥通

If connected ?

否no

是記錄該筆資料並設定下次外撥時間

Record the data and set the time

to dial out

更新Update

進行外撥作業Dial out

該筆外撥資料是否正確The dial-out

data is correct?是

否

記錄該筆資料並轉呈外撥名單蒐集單位

Record the data and transfer to

dial-out list

紀錄該外撥記錄為完成外撥Record the dial-

out data

更新Update

更新Update

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4.4 CTI Configuration

CTI server is the core module of a contact center.

The advantage of integral CTI is the flexibility in hardware adjustment. For example, VoIP cards, fax cards, and voice cards can be added-on or removed “by demand” to enhance reconfigurable CTI multi channel communication.

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CTI Configuration

CTI Server

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PSTN

2 外線2 line

語音卡Voi ce card

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內線1Line 1

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Integrating Voice Card, Fax Card and VoIP Card

CTI Server

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PSTN

4電話外線4 telephone line

語音卡Voice card

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VoIP卡VoIP card

傳真卡 fax card

4傳真外線4 fax line


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Network

CTI Server

VoIP卡Voip card

PSTN

語音卡Voice card


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4電話外線Telephone line

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4.4.2 Multi Channel System

Multi interactive modules via telephone, mobile phone, network, e-mail and fax for easy and quick responses to customers.

It is convenient to user to interact with customer service staff with CTI server and web application .

Offer richer information with ERP and/or PDM/PLM system integration.

Customer service records offer sales and marketing departments valuable data for strategic decision making.

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Benefits of Integrated Contact Center

Automatically dial-out and data searching can save service agents’ time and efforts.

Showing the customer data of in-bound via telephone number can save searching time and enhance customer satisfaction.

High integrated contact center can offer comprehensive information for customers, enhance on-line sales, as well as ensure successful service provision.

The module of data analysis can be the basis of key performance index (KPI).

chapter 4 computer telephony integration

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