COMPUTER TELEPHONE INTEGRATION FOR MARKETING INFORMATION-SYSTEMS

With the maturing of information systems and telephony systems, the next step is integrating them to better serve the business and its mission. Last month, we presented the fundamentals of computer-telephone integration (CTI) as it is commonly used in call centers for customer service. This month, we explore CTI's use in developing a stronger marketing orientation. When computer and telephony technologies are integrated, using application software specifically designed for call center activities, it is possible to provide superior real-time customer service for both incoming and outgoing calls. In addition, access to computer-based information can turn a simple customer query into an opportunity to market other products or services. This month, we explore how computer-telephone integration (CTI) application software provides many additional customer service benefits and marketing opportunities. (An Executive Summary is on Page 12.)