The now mature era of smartphone ubiquity has caused customers to self-identify much more frequently, allowing computer telephony integration (CTI), to produce a magical “wow” experience for the customer. Like most magic, there is a behind-the-scenes dynamic responsible for driving the experience. Brands using CTI will get ahead of brands not leveraging it, and here’s why.

Cell phones have become much more than a means to text, make phone calls, or deploy apps. Our cell phones have become our identity. By virtue of including a cell-phone number as part of an account registration, customers are enabling the association of a unique phone number with an individual. In the past, land lines could be associated with a household, but never an individual.

The other fortuitous customer behavior advancement for CTI is the fact that cellphones have become the voice channel of choice. If you have a land-line in your home, you are now in the minority. Most calls today are made via the same mobile phone used to establish an account. The vastly increased stability and utility of mobile phone use in almost any environment is an important distinction that has not received the focus it deserves, especially in terms of the positive impact on automatic call distribution (ACD) and customer relationship management…