What is CTI, how phones connect to a CRM and what an AI voice operator adds
Sado AI team · · 4 min read
In short
CTI (computer telephony integration) links a company’s phone system with computer software, most often a CRM. When a call comes in, the customer’s card opens on the manager’s screen by itself, numbers are dialled from the CRM with one click, and every conversation lands in the customer’s history with its recording. CTI ties the call to the CRM, but a person still has to answer. An AI voice operator adds a step: it answers the call itself and writes the outcome to the CRM itself.
What CTI does
- Screen pop on incoming calls: before picking up, the manager sees who is calling and what was said before.
- Click to call: click a number in the CRM and the office phone or computer dials it.
- Every call in the customer’s history: date, length, who spoke, recording.
- A missed call becomes a task: the CRM reminds the manager to call back.
- Reports: who made how many calls, how many went unanswered.
For CTI to work, your telephony has to be IP-based and connected to the CRM. Many virtual PBXs have ready connectors for Bitrix24 and amoCRM.
Example: a real estate agency in Tashkent
“Shahar Uylari” (name invented) sells flats in new buildings and keeps clients in Bitrix24. A day before and after CTI:
| Situation | Without CTI | With CTI |
|---|---|---|
| A client calls | Manager doesn’t know who it is and asks again | Card on screen: Nodira, 3 rooms, viewing Tuesday |
| Manager calls out | Dials by hand, misdials | Clicks the number in the CRM |
| After the call | Forgets to log it | Call and recording in the history |
| Missed call | Nobody knows | A task for the manager |
One problem remains: at night, on a day off or when all three managers are busy, nobody picks up. CTI just marks that call as “missed”.
What an AI voice operator adds to CTI
CTI ties the call to the CRM; an AI operator does the talking. Sado has a ready Bitrix24 connection: every conversation gets a call card with the recording and transcript in the CRM, and a lead or deal is created. Our team connects amoCRM.
- Answers every call in about a second, at night too, and more than ten calls at once.
- Asks the company’s questions and writes the answers to the CRM: rooms, district, budget.
- Books viewings and, by your rule, puts a ready-to-buy caller through to a manager’s phone.
- Works both ways: when a deal reaches the stage you choose, the operator calls that client itself.
More: calls in your CRM.
A call: the AI operator answers, the manager sees the card
Sado: Assalomu alaykum, Shahar Uylari, this is Malika, go ahead.
Caller: Hello. Is there a three-room flat in the new building in Yunusobod? Can I see it today?
Sado: Yes, on the ninth floor. To see it today, I’ll put you through to our manager, who will arrange the keys. Your name?
Caller: Sardor.
Sado: Thank you, Sardor. Putting you through, one second.
When the manager picks up, Bitrix24 already shows the transcript and Sardor’s answers, so nothing is asked twice. More for property: real estate calls.
Check before connecting CTI or an AI operator
- Is your number on IP telephony (SIP) or a plain line? Sado connects to your current number over SIP (connecting your number).
- How long call recordings are kept in the CRM and who can listen.
- Who gets the task after a missed call.
- When a call goes to a person: ready to buy, a complaint, “I need a manager”.
You pay only for talked minutes: 800 so‘m a minute. Try it live or call 78 778 01 23. On incoming calls: AI operator for incoming calls.
Questions
Are CTI and IP telephony the same?
No. IP telephony carries calls over the internet. CTI links that telephony to a CRM or other software. CTI usually needs IP telephony.
Does an AI operator replace CTI?
Partly. Sado takes calls itself and writes each conversation, with recording and transcript, to Bitrix24. If your managers also make many calls themselves, your telephony’s CTI connector is still useful.
Does Sado work with CRMs other than Bitrix24?
Yes. Our team connects amoCRM, Google Sheets, 1C, BILLZ and MoySklad. For other systems there are webhooks and a REST API.