Computer Technoglogy Intergration (CTI)
Computer telephony integration (CTI) is technology that allows interactions on a telephone and a computer to be integrated or co-ordinated. As contact channels have expanded from voice to include email, web, and fax, the definition of CTI has expanded to include the integration of all customer contact channels (voice, email, web, fax, etc.) with computer systems.
In the past, hotels regarded telecommunications and IT as two different and disassociated environments, whereas now they are merging rapidly into one. So why is CTI becoming so important?
Global and local competition has never been more intense, guests or booking agents want more relevant personalised websites, clarity of terms and a quick response to their booking questions. No longer can you rely on them telephoning you to check your Wi-Fi pricing before they book, they may send you an e-mail or at worst simply book on another hotel website which says the service is offered for free.
Servicing people is not easy, especially if your hotel has a large number of geographically dispersed customers or agents to interact with, who use multiple communication channels including phones, fax, e-mai and the Internet. It could be very important for your reservations team that CTI enables them to cultivate customer relationships using whichever contact channel a customer prefers, even re-routing and intelligently distributing the work-flow, to avoid unnecessary delays or staff stress caused by work overload.
The benefits are varied, cost reductions are both tangible and intangible, working practices and processes do change. HTM can advise you about the scale and strategy required to implement CTI, how you can support your staff and develop in-house trained resource to ensure you meet our projected ROI calculations.
To learn more about how our consultancy services may be able to help you, please email us to request a call back or telephone +44 (0) 845 458 0690 to speak to a member of the sales team