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The Timely Demise of Computer Telephony Integration

Interesting blog from John Hernandez, where he talks about the demise of computer telephony.  Please take a read:

http://blogs.cisco.com/collaboration/comments/the_timely_demise_of_computer_telephony_integration/#more

http://blogs.cisco.com/collaboration/comments/the_timely_demise_of_computer_telephony_integration/#more

The Timely Demise of Computer Telephony Integration

by John Hernandez, vice president and general manager, Cisco Customer Contact Business Unit

CTI (Computer Telephony Integration) is dead. Time, cost and complexity killed it. We should remember the good times that CTI brought us—agent screen pops, integration with back-office systems, driving the agent desktop application and softphone.  But, while we celebrate the good things that CTI gave us, we need to think about how much better things can be.

For the agent desktop, let’s utilize a container application, and drop in prebuilt, standards-based gadgets and widgets. These will minimize cost and complexity, while spurring on innovation from developers.  Let’s also consider that the entire nature of the screen pop is changing.  While a customer’s account information will still be important, let’s think about the rich context an agent could get from a “social screen pop” that includes relevant, publically available information from the customer’s activities in social media.

Let’s discuss this death and rebirth both here online, and at VoiceCon in Orlando the week of March 22. 

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7 Comments.


  1. John you touch on two absolutly relevent subjects, simplification, no more CTI and using richer information in the form of Social data.I think the later is the easy one to deal with in that there is a visable and valid ROI model. The standerdisation of CTI into a container format still suggestes that a great deal of pre integration will have to be acomplished, and without a standards based model across, CRM and Apps vendors how wil this be less complex Keen to understand?

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  2. Why shouldn’t we consider what is being proposed here is an evolution of CTI? Isn’t this a case of CTI is dead; long live CTI””?”

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  3. The ‘Telephony Wave’ is here. You are exactly right.One system.One cloud.Enable the contact center agent with tools rather than notifications.Well done.

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  4. Nobody is selling CTI these days. All of the traditional CTI vendors are active in the marketplace with SIP solutions and other supporting applications. Dancing on the grave of CTI is soooo 2005.

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  5. Really you have done a good job.I think these information are very useful for all people.Really i have learned a lot of things from your article.Thanks for providing

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  6. Craig, I’m one of the architects on John’s team.There are standards beginning to emerge. There are many different ways to integrate and mash-up”” data on the public internet. OpenSocial has emerged as a standard (originally based on iGoogle gadgets), and has a lot of backing not only from Cisco with Quad, Pulse and our Contact Center desktop, but also adoped by LinkedIn, Orkut and Confluence, among others. Enterprise vendors like Salesforce.com and Oracle also have a vested interest.OpenSocial provides two levels of integration. The first is a very rich interaction where components have access to the entire gamut of native container functionality (user authorization, access to social data, etc); but it also allows more generic integration as well by encapsulating any IFRAME in the page. This integration basically makes the base level of integration anything a browser can render.We will also support Cisco components being put into other containers, or even browsers using native REST APIs to talk directly to the contact center software. There are lots of integration models, and all of them are beginning to emerge.We’ll be working at Cisco with various venders to help make the higher level integrations more standard, but the base level of standardization being a URL or webpage makes it easier to bring in any application.”

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  7. John you touch on two absolutly relevent subjects, simplification, no more CTI and using richer information in the form of Social data.I think the later is the easy one to deal with in that there is a visable and valid ROI model. The standerdisation of CTI into a container format still suggestes that a great deal of pre integration will have to be acomplished, and without a standards http://www.goedhuysverf.nl

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