Computer Telephony Integration: What It Is and Why Contact Centers Use It

Take a closer look at each CTI provider, including the key platform features.

AVOXI

AVOXI delivers a cloud-native CTI with an API-first approach for flexibility, speed, and global scalability. Its platform integrates directly with popular CRMs and supports telecom environments of all sizes.

AVOXI includes these key CTI features for contact centers:

• Connect with tools like Salesforce, HubSpot, Zoho, and Zendesk.
• Route calls using advanced IVR and context-based logic.
• Access real-time analytics and agent performance data.
• Deploy globally without infrastructure changes.
• Customize workflows with REST APIs and software development kits (SDKs).

👉 Explore AVOXI’s integrations

Five9 CTI

Five9 offers integrated CTI capabilities within its cloud contact center platform. It focuses on workforce optimization and customer experience management.

Five9 supports this focus with the following CTI capabilities:

• Integrate with Salesforce and ServiceNow.
• Use intelligent routing to boost agent productivity.
• Automate post-call data syncing.
• Monitor call quality and agent metrics in real time.

Genesys Cloud CX

Genesys Cloud CX combines omnichannel contact center tools with flexible CTI options. It works best for organizations focused on deep CX customization.

Genesys offers these core features:

• Link calls to CRM and ticketing systems.
• Use AI to assist with live interactions.
• Support blended voice and digital channels.
• Scale CTI functions across multiple regions.

Vonage Contact Center

Vonage focuses on customer experience and workflows centered around CRM. It's ideal for Salesforce-heavy teams.

Vonage provides these key features:

• Sync voice and CRM data with minimal setup.
• Enable screen pops and call logging in real time.
• Route calls using performance rules and agent skill sets.
• Customize call flows without coding.

Twilio

Twilio provides programmable CTI integration through its communication APIs, which enables custom development and integration flexibility for technical teams.

Twilio offers these CTI capabilities:

• Build CTI solutions with Twilio Flex and APIs.
• Integrate with any tool using SDKs.
• Control every layer of the voice experience.
• Adjust routing, automation, and analytics programmatically.

A step-by-step guide to implementing CTI integration

Rolling out CTI is easier when you follow a clear roadmap. These steps will help you connect systems, avoid common pitfalls, and deliver a setup your team can rely on:

Step 1: Start by mapping your call workflows

Look closely at how your agents handle calls from start to finish. Where do agents get stuck? When do they switch tools? 

Then, identify every touchpoint where your systems drop, duplicate, or delay data. This insight will help you prioritize integrations and determine where automation can save time.

You can also ask your highest-performing agents to walk you through their process. Their insights can reveal quick wins you can build into your system from day one.

Step 2: Audit your current tech stack

CTI only works as well as its integrations. Begin by reviewing every tool your team uses during a call, such as CRM platforms, ticketing systems, internal databases, and even softphones. 

Next, identify which systems must communicate in real time and which can be updated post-call. You can use this analysis to guide your vendor selection and define your integration scope.

Step 3: Evaluate providers based on fit, not just features

While many CTI platforms offer standard features, few will support your unique workflows or compliance needs. To ensure long-term success, select providers with open APIs, prebuilt CRM integrations, and a proven track record in telecom environments.

For instance, if your operations span multiple regions or involve regulated industries, prioritize vendors that can efficiently handle that complexity, avoiding the need for additional overhead.

Step 4: Build and test in a controlled environment

Don’t launch live on day one. Run your initial CTI setup in a sandbox or with a small team. From there, use real work scenarios to test call routing, screen pops, data syncs, and fallback rules. 

Be sure to document every hiccup, even small ones—unresolved, they can become major time drains.

Step 5: Train your team on use cases

Even the best CTI setup can fall flat without agent adoption. Help your team see the value of the CTI system by showing how it can improve their day-to-day work.

Demo real examples, like reduced lookup time, fewer manual logs, or automatic call note syncing. Technical training is only part of the goal—the real win is securing buy-in.

Step 6: Monitor performance and tighten feedback loops

Once you’ve gone live, keep a close eye on KPIs like average handle time, first-call resolution, and ticket backlog. You can use this data to make informed adjustments, such as reconfiguring routing rules or retraining agents on new tools. 

Post launch, meet regularly with team leads to review results and apply feedback in real time, turning optimization into part of your daily workflow rhythm.

Step 7: Scale gradually with documented guardrails

After a stable pilot, roll out your CTI implementation in phases across locations or departments. To ensure consistency during expansion, standardize your setup documentation, enabling every team to follow the same configuration playbook.

A standardized, consistent approach reduces downtime, shortens ramp-up, and helps you maintain quality as you scale.

How to choose the right CTI integration approach

The best CTI setup depends on your systems, internal resources, and desired level of flexibility. Below are three common integration methods, detailed to help you decide between them:

• REST API: Use this if you want to quickly connect telephony with CRM platforms or support tools. This type of API allows developers to sync data, trigger actions, and customize workflows without needing to start from scratch.
• WebRTC: Choose this for browser-based calling with minimal setup. WebRTC runs directly in the browser, so agents won’t need extra hardware or desktop apps.
• SDKs: Opt for SDKs if your team requires deep customization and has dedicated developer resources, allowing you to build tailored interfaces and features with complete control.

💡Quick tip: If you need fast deployment and prebuilt CRM integrations, start with an API-based CTI. If your workflows are complex and require custom logic, SDKs offer more flexibility. 

AVOXI supports all three integration methods, providing you with the flexibility to choose the approach that best fits your technical capabilities and business requirements.

Transform your contact center with CTI integration

CTI isn’t just about connecting systems. It’s about giving your team the right tools to deliver faster, smarter, and more personalized service without the drag of disconnected workflows. From reducing manual tasks to improving customer experience and increasing operational visibility, the right integration adds value to every call.

Cloud-native platforms like AVOXI make these outcomes easier to achieve. With flexible APIs, CRM-ready connectors, and real-time analytics, AVOXI helps contact centers modernize their voice stack seamlessly and efficiently.

If you're ready to simplify your systems and improve every interaction, schedule your personalized demo with AVOXI to see how it can transform your voice operations and elevate customer experience.