Is your Contact Center stuck in 1992?

Remember when fax machines were cool? When ringtones were a personality trait? That’s about when CTI, or Computer Telephony Integration was born. It was groundbreaking in the ‘90s, letting phones and computers talk to each other. Fast-forward to today, and CTI feels about as modern as a flip phone on a 5G network.

CTI: The Friend Who Won’t Move Out

Sure, CTI “works.” But so does dial-up. Traditional CTI was built for a world where phone calls ruled and data lived in silos. Its core strength: “linking phone systems to computers to match a customer record”, was groundbreaking in the ‘90s, but today it feels more like a bottleneck than a bridge.

Every minute spent maintaining outdated CTI systems is a minute not spent improving customer experience. Today's customers expect seamless personalized service across every touchpoint. Modern CX leaders know that innovation isn’t optional—it’s the foundation of competitive advantage. In addition to that, maintenance costs can dramatically reduce by 30-40% by removing the CTI middleware complexity.

When your systems can’t talk to each other, your teams can’t see the full picture. When your data sits in silos, your strategy does too. And when your technology holds you back, even great customer service can’t push you forward.

The truth? CTI is holding many contact centers hostage with:

• 🧩 Complex wiring – every update risks breaking something else.

• 🕰️ Zero agility – adding new channels means another patch, another delay.

• 😞 Poor agent experience - get lost in many different systems and increased onboarding time.

• 💸 High costs – maintaining outdated tech eats into innovation budgets.

• 🚫 Limited vision – modern AI, automation, and analytics can’t shine through legacy walls.

• 🔐 Aging systems may struggle to meet modern data protection standards and regulatory requirements.

It’s like trying to get to your destination using a printed map. You could, but why would you?

Meet CX Cloud, powered by Salesforce and Genesys

Modern cloud platforms don’t just connect calls—they orchestrate experiences. Salesforce and Genesys Cloud CX, for example, are built to play nicely together, out of the box. They speak the same digital language, sync customer data instantly, and open doors to automation, AI, and insights that legacy CTI could never dream of.

McKinsey, for example, estimates that a Unified Desktop could eliminate inefficiencies and boost agent productivity by 15-25%.

With this approach, companies can:

• 🚀 Move faster and scale globally without re-engineering integrations. Use Out of the box solutions instead.

• 💡 Empower agents with an Unified Agent experience, and context-rich interactions in a single pane of glass, reduce handle time and improve FCR.

• 🤖 Embrace AI to increase human connection and productivity during high value interactions. Leverage AI powered transcription, sentiment analysis, recommendations and next-best-actions.

• 😍 Deliver experiences customers actually remember—in a good way.

Why make the move now is the right choice?

Migrating to Salesforce Service Cloud Voice and Genesys Cloud is a strategic leap toward a unified, cloud-native experience that brings together telephony, CRM, and AI in one platform. It empowers agents and leaders alike, accelerates resolution times, and transforms customer journeys—while simplifying IT with standard, out-of-the-box technologies that scale with your growth. Built on a secure, scalable infrastructure, it ensures enterprise-grade performance, data privacy, and reliability at every step.

At Latitude CX, we help organizations modernize their contact centers with smart, scalable integrations. Our team specializes in bringing together Salesforce & Genesys, and other leading technologies to deliver seamless, future-ready customer experiences.

Ready to Join the “No CTI” Movement? Connect with us at engage@latitude.cx