What do I need to know about CTI?

Getting your Computer Telephony Integration (CTI) wrong can have a major impact on your business and your bottom line.

CTI started as click-to-dial with basic features. These products are still available for those looking for a basic functionality.

Over time CTI evolved into a feature rich solution that works with your CRM.

The best CTI solutions are more than just features. They help shape your business processes whether on their own or as part of a wider digital transformation strategy.

Choosing the right CTI is critical to delivering great customer experience (CX) and enhancing the productivity of your service and sales teams.



According to Gartner, within two years 81% of companies expect to be competing mostly or completely on the basis of CX.

Outstanding customer experience focuses on first contact resolution. Making every interaction personal, problem solving easy and conversations great.

CTI is the underlying technology that enables your teams to deliver great CX:

  • Use data to intelligently route calls to the best qualified agent
  • Automatically screen-pop key customer information to agents
  • Have intelligent, personal conversations across every channel
  • Provide secure payment systems customers can trust
  • Drive quality management and compliance with integrated speech analytics
  • Allow data to flow freely between teams and CRM

Great customer experience differentiates you from the competition. 
Your CTI platform must have the right ingredients to deliver it.

Read Our CX Guide  Vax Improve CX with NVM 

HOW CAN CTI HELP MY Service And Sales teams?

Slow ramping of new starters, poor performance, low CRM adoption, customer interactions not being logged, lack of data visibility, complex workflows...

Agents work far more effectively if they don't have to work across multiple systems. Staying within one familiar CRM will put them in complete control:

  • Make, answer and transfer calls with a single click
  • Record interactions and drop digital voicemails with ease
  • Auto-log and sync call data and recordings into your CRM
  • Easily access detailed call statistics
  • Gain powerful, actionable insights with integrated speech analytics
  • Drive continuous improvement and faster ramp-time

Investment in CTI needs to maximise the performance and productivity of your teams. 

NewVoiceMedia for Sales   NewVoiceMedia for Service


Whatever the size of your business, telephony can be a massive overhead. From hardware and call plans to the resources required to set up and maintain your infrastructure, time and monetary costs add up fast.

The best ‘born in the cloud’ CTI providers are innovators, bringing infinite flexibility and fast agent roll-out to your telephony:

  • Minimise IT overhead
  • Maximise productivity
  • Take away the headaches of hardware, software and plug-ins
  • Ensure worldwide call quality at local call costs
  • Keep data secure with ISO 27001, PCI DSS and SOC 2 type II
  • Be prepared for GDPR compliance

Whether handling inbound or outbound calls, your CTI solution should be the catalyst to improve the security, flexibility and cost effectiveness in your telephony infrastructure.

Getting Started with Salesforce CTI    Ebury Accelerate Growth with Cloud Telephony


CTI is a vital component in delivering world class customer experience. Nothing delights customers more than personalised conversations, that flow seamlessly across channels and resolve their issues fast. Happier customers are more loyal customers.

More engaged customers, more effective employees and more flexible, intelligent telephony will give your sales and service teams the competitive edge to drive your business forward.

  • Decrease customer churn
  • Win more new business
  • Improve employee retention
  • Reduce risk of downtime with improved disaster recovery
  • Automate processes to drive efficiency
  • Offset the cost of your old telephony technology

The best way to understand how a great CTI platform can really help you achieve all of this is to see one in action.

Book a Demo Today   Watch a Demo Video

How good is the CTI Platform you are considering?

Now that you have seen the opportunity CTI presents for businesses to revolutionise the way they engage with their customers and prospects, you are probably looking at suppliers/vendors. Below are some key questions to consider to ensure you make the best decision for your company:

  • How well does your telephony system integrate with your CRM?

    Your CRM is the single source of customer truth. Your solution should work dynamically with your CRM for routing, agent operations, customer messaging, reporting, and analytics.

    A solution that is natively embedded within the familiar Salesforce environment ensures minimal learning curve, optimum productivity and the ability to deliver seamless customer experiences.

  • How reliable is your CTI solution?

    You need to have confidence in your CTI solution supplier.

    The contact centre is often the first point of contact for customers and is therefore mission-critical. You need to choose a vendor that is public about its availability performance and has proven resilience and redundancy in its infrastructure.

    Do they have staff dedicated to service delivery, to take care of you all the way from planning your deployment, through implementation, training and post-sales support? Can they keep you up and running 24 x 7 x 365.

    Don’t settle for less than 99.999% uptime, zero scheduled maintenance and downtime, backed up by a publicly published trust site with real-time text and email updates.

  • Can you offer customers a seamless journey however they choose to interact?

    A seamless, integrated omni-channel contact centre solution is essential for businesses seeking to compete on customer experience.  NewVoiceMedia’s deep Salesforce integration addresses digital and voice customer interactions, to ensure consistent conversations across every channel.

    Customers should be able to make contact through the channel of their choice (email, SMS, chat or voice), ensuring that conversations stay connected across channels. Your CTI solution should route and distribute interactions to digital or voice agents and use the same set of rules to route based on skills, case ownership, or other fields leveraged from Salesforce. Reporting and analytics tools should provide real-time and historic Omni-Channel dashboards.

  • Does your current system let you make conversations personal with the right data?

    Let the technology take care of identifying customers and routing them to the agent best placed to help them, increasing first call resolution and exceeding expectations in every interaction.

    You need full access to Salesforce and call data, to be able to route flexibly based on any Salesforce field or object, and to connect the dots between the online and contact centre journeys.

  • Will your CTI let your agents focus on customers, rather than struggling with technology?

    Keep your agents within the Salesforce ecosystem, and free up their time to have meaningful customer conversations rather than battling with disparate systems. Leverage call recordings to minimise agent ramp time and build an army of top performers.

    Ensure you can screen pop prior to calls, auto-log data into Salesforce and populate it with call data like call recordings providing easy access for training and quality management purposes.

  • Will your CTI platform allow you to leverage data to get better over time?

    Identify what makes your best sales and service people excel, then use those insights to share their skills across all of your teams, ensuring that every conversation sets your organisation apart.

    Your solution should include integrated speech analytics to automatically analyse all customer conversations and push key data from the contact centre into Salesforce. You will also want the ability to use Einstein dashboards to unearth hidden insights across contact centre and Salesforce data sets.

  • How Secure is your CTI Solution?

    With enormous amounts of data passing through your contact centre, you need to choose a vendor that takes security very seriously.

    If taking payments over the phone, you need to ensure you’re PCI-compliant. Not only that, your solution should be ISO 27001 certified, HIPAA compliant and have SOC 2 type II certification.

  • How well does your solution work around the world?

    Ensure great call quality wherever your agents and customers are located in the world.

    Global Voice Assurance ensures great call quality by making use of the telephony infrastructure local to the caller and the agent, no matter where they are. You can also easily overflow calls between regions to reduce customer wait time and maximise customer service levels.

  • Is your CTI solution world-class?

    It makes sense to only deal with companies that are well-established, properly funded and will ensure your complete satisfaction.

    NewVoiceMedia, part of the $1billion+ Vonage Group, was founded in 1998, now has more than 400 employees, over 700 global customers across 60 countries and is a Salesforce Premier Partner with 400+ 5-star ratings on the App Exchange.

What's Next?

The best way to understand how a great CTI platform can help you achieve all of this is to see one in action.

We have dedicated teams on standby to book your demo and take you through how the platform works and integrates with Salesforce®.

Fill in the form opposite and we will be in touch to arrange a suitable time with you.

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