CTI Connectors

Computer Telephony Integration (CTI) is helping businesses from many years to handle customer inquiries on computer screens. It is being used to handle customer voice interactions on agent desktop screens. Basically, it is a desktop-based interaction channel with customer to handle inquiries efficiently. On the other side, organizations are pretty much depended on Customer Relationship Management (CRM) softwares to manage their potential customers data and more importantly the customer-360 view.

CTI integration with CRM is a technique to connect your call center environment with your your CRM solution. It helps organizations to effectively interact with customers by reducing resources like agent handle time, call hold time and resolution time.

We at UnifiedExpert offer two ways to integrate call center (CTI) solution with CRM application.

  • CTI Screen Pop-up
  • CTI Embedded Connector

CTI Screen Pop-up

Computer Telephony Integration (CTI) screen pop-up is relatively the quickest way to get the integration done with any Customer Relationship Management software. CTI screen pop-up captures caller information from incoming call. Based on captured data, CTI screen pop-up pulls customer information from CRM or initiate a HTTP request to show the customer data in a new browser tab. This integration helps call center agent to see caller profile information (name, address, list of availed services along with any other useful information) on an existing or new browser tab.

Another implementation of CTI Screen Pop-up could be to open CRM screen in a new browser window. This is how it normally works.

Here is an example of CTI Screen Pop-up within agent desktop (Cisco Finesse or Avaya Web)


UnifiedExpert CTI screen pop-up requires a CRM solution which can display customer profile against an HTTP URL or a mechanism to share required customer profile data through any interface like web-service, stored procedure or JDBC/ ODBC calls.

So, what actually you will need to implement a screen pop-up in your contact center?

  • A CRM solution which can offer HTTP based URL to open customer profile. We know Microsoft Dynamics, Salesforce, and SugarCRM solutions provide such URL.


  • A CRM interface (a web-service or stored procedure) to pull customer profile data. Almost all CRM solutions provide this functionality.

CTI Embedded Connector

Computer Telephony Integration (CTI) Embedded Connector is an advance CTI integration technique where CTI environment talks with your Customer Relationship Management application. In this integration call lands inside CRM software to prevent agent login on different channels. Usually agents login on agent desktop to receive calls. Through this integration, both customer information and call controls (like Answer, Hold, Transfer, Conference, and end) inside the CRM window. Agent will no longer need to switch between multiple screens. He will be having a single screen to receive a call and/or to process customer inquiry.


CRM solution must have a CTI toolbar or at least it allows CTI Toolbar to be embedded into CRM interface. It means whether your CRM contains CTI toolbar or at least allow us to Embed CTI Controls on its interface. Along with this, CRM solution must also be capable to expose Software Development Kit (SDK) to perform CTI functions like Answer, Hold, Transfer a call. You will also need to mention a space where to show CTI controls and which CRM event needs to be trigger upon a call arrival.

Got confused? No problem, let us simply list of prerequisites for you.

  • Either your CRM solution have built-in CTI toolbar or it should support any third party CTI Toolbar to embed.
  • CRM must be capable to expose Software Development Kit (SDK).
  • Lastly, you know where to show call control buttons on screen.

This is all what you have to confirm. Left the rest on us. We know Dynamics 365 (online/on-premises), Dynamics CRM 2013/2015/2016, SAP, and Oracle Siebel CRM are capable to have embedded CTI connector functionality.