CTI brings new world of cost cutting

CTI brings new world of cost cutting

By now you all are probably aware of the weirdos who use their PCs as a telephone via the Internet. Gleefully proclaiming that they are avoiding long-distance phone charges, these clowns have never worked out just how many IDD calls you can make for the price of a monster multimedia PC and Internet connection fees.

Well, that's not what CTI is all about. This is about using the PCs you already need to run your business, to enhance the use of the humble telephone. Most vendors in the CTI market are not trying to replace your phone handset -- if it ain't broke, don't fix it -- they are trying to improve its usefulness. Granted some CTI vendors are definitely out to replace your PABX, using your server to control all the telephone handsets, but primarily CTI is about improving the existing phone experience.

What happens now when someone rings your company? They probably have to explain who they are and why they are ringing, then the operator tries to remember who they spoke to last, and tries to find them.

With a product like CallWare or HEAT Telephony Manager installed, using automatic number identification, the customer's record is retrieved and thrown up on the PC screen of the right person in your company. At the same time the phone rings on their desk and they can begin the conversation knowing who they are speaking to with the details in front of them.

It's easy

This works even if the right person in your company isn't available. The person taking the call for you still gets to see the client's details and doesn't have to ask them to repeat everything for the benefit of this new contact point.

These products also solve a common problem of fancy new PABX systems. How many of your staff actually know how to transfer a call or set up a conference call? Using CTI software, staff can use their PCs to do these tricks by clicking on menus with their mice. The software also allows staff to automatically dial phone numbers from their PCs and perform call conferencing when multiple reps need to collaborate on problems.

And while they're already on the phone, another incoming call can be shown on the PC screen identifying just who is waiting. It might be that the vendor is on hold desperate to tell you the widgets have been shipped, while you are busy lying to the client about the delay in his large widget order. You won't know that until you hang up, and then you have to call the customer and recant your excuses. With a CTI system you would know that it was the vendor who was waiting on the other line and you could put your customer on hold while you got the shipping advice. All with a few mouse clicks.

CTI systems usually include voice mail systems as part of the package that make the feeble offerings from your PABX vendor look like the overpriced simpletons that they really are. CTI voice mail usually includes such features as paging you or calling your mobile and playing your important messages, and finding someone else to hear the message if you refuse to come back from lunch. All much better for the customer's experience with your company.

These systems also let you grab the voice message and forward it via e-mail to others in your company. Instead of having to transcribe the message, you can send the actual voice mail to the sales team so they can all hear for themselves what the customer thinks of their service. Of course it was glowing praise for the new CTI system that the customer wanted to tell everyone about.

It's phonetastic

Sphere Communications is offering Sphericall, a system that really is intended to replace your PABX. The idea is that you install 25Mbps ATM as your LAN topology and plug your phone lines into the back of your server. Each PC has a network connection and a telephone handset plugged into the back of the PC. The smart server software then allows you to use the cabling for your normal network needs, at a slick 25Mbps, and simultaneously route phone calls to the right desks. This system may be particularly appealing if you are about to occupy brand new premises. Instead of installing a new PABX, you just use ATM instead of Ethernet cards, and keep your existing phones. Sphere is confident that the cost will be lower and the functionality better.

You'd be forgiven for thinking, rightly, that a lot of this kit is going to be too expensive for anyone but large corporations. However, there are junior versions of CTI just as there are mini-CAD packages and the like. Phonetastic comes from the CallWare stable, but is designed for the workgroup. You still get intelligent call and message routing and links to desktop applications and databases, as well as being able to control your phone from your PC screen. Phonetastic is also available for the one-person office so you can seem like an army of organised staff without actually hiring anyone.

For CallWare:

Duplex Telecommunications

Tel (02) 9917 9300

Fax (02) 9917 9350



Tel (02) 9436 0855

Fax (02) 9436 0823

For Sphericall:

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