How to integrate telephony and call center technology into Salesforce
If you haven’t integrated your old-school telephony and call center tech with Salesforce yet, you’re missing out on some major benefits.
- Cost savings
- Improved customer service
- Increased sales
- Time saving
- More scalability
It’s a no-brainer. As soon as you have the time and resources to do it, switching to an integrated CRM and telephony system is the right move. The next question is - how do you integrate your telephone communication systems so that they work seamlessly with Salesforce?
CTI or API? That is the question…
When it comes to integrating telephony and call center tech with Salesforce.
- There are two ways you can go about it:
- CTI - Computer Telephony Integration
- API - Application Programming Interface
There are pros and cons to each approach. Let’s take a look at each integration method separately and weigh up which would be most suitable for your call center operations.
1. Integrate Telephony & Salesforce Using a CTI Method
Integrating telephony with Salesforce through a CTI system uses browser-based technology that is built into the Salesforce platform to connect calls through the cloud, across multiple servers.
When a phone call is received or made through the Salesforce dashboard, the CTI service provider links the call between both callers and enables extra features such as automated dialling, transferring, redirecting, recording, and monitoring calls, plus many other features. Call data such as caller ID and network are also collected through the CTI service.
One of the big advantages of using a CTI approach is that Salesforce has a built-in open CTI framework, which means that your telephone system can be integrated seamlessly and quickly into the platform through a third-party provider such as PhoneIQ.
2. Integrate Telephony & Salesforce Using an API
The communications APIs to integrate telephony and Salesforce are provided by the telephone network providers. When a call is made or received by the Salesforce softphone, the telephone provider’s server handles it through an API that is embedded within the Salesforce platform. The API also enables other call features to be managed within Salesforce such as caller ID, number display, call duration, recording, and monitoring, etc.
The downside to using an telephone service provider API is that it is not a cloud-based solution which makes it inflexible. Also, whenever Salesforce is updated or upgraded, the API becomes temporarily unusable.
Making Smart Choices for Your Call Center & Salesforce Integration
A complete CTI solution is the easiest and cheapest way to get a fully functioning cloud-based call center operating within the Salesforce platform.
But with several choices out there, how do you decide which one to go for?
We’ve compiled a list of features and functionality to look out for to make sure you get the most from your new communications system.
1. Power Dialer
Any call center that wants to stay ahead of the game these days, simply must have a power dialer as part of its CTI integration. Basically, a power dialer automates outbound dialing, which saves time and increases productivity. You should be able to import phone number lists directly from Salesforce, allowing your agents to begin contacting people instantly, as soon as you launch a sales campaign.
You should look for a power dialer that allows you to import different reports, campaigns, leads, and contacts. If you use the Salesforce High-Velocity Sales feature, then it’s a good idea to find a power dialer that integrates directly with the interface and allows agents to import pending call steps, to speed up workflows and increase revenue.
2. Call-routing & IVR
Automation is key when it comes to running a successful modern call center. You need to be able to direct and distribute inbound calls quickly and efficiently and using customized IVR systems is the best way to achieve this. A well-designed CTI system, such as PhoneIQ will allow you to route calls based on Salesforce data, e.g. routing a prospect with the correct lead manager. This saves a lot of valuable time and is great for customer experience.
3. Voicemail Drop
Another excellent time-saving feature is voicemail drop, which allows agents to simply click to drop a pre-recorded message into the customer or prospect’s voicemail inbox. A library of pre-recorded messages can easily be created and stored within the app, which means the relevant voicemail message can be selected and dropped instantly.
4. Other “must-have” features
There are literally dozens of extra features you can include when you integrate your telephony with Salesforce using a CTI such as PhoneIQ.
- Here are some of the more useful ones:
- Click-to-dial from any device - PC, deskphone, mobile, laptop, etc
- Remote working and syncing
- Local presence caller ID
- SMS messaging
- Global dialing and virtual international numbers
- Real-time call monitoring and analysis
- Good IT support - you should look for a CTI provider that has good ongoing support.
Understanding the CTI Integration Process
Once you have chosen a CTI provider that ticks all the boxes, the next step is for them to implement it so that you’re up and running with telephone communications within Salesforce.
The CTI provider will do the installation and implementation remotely through the cloud, so you don’t need to prepare anything on-site, just make sure that you have a good internet connection and an up-to-date version of Salesforce installed on your network.
The IT technicians will install the CTI package from the cloud and create a virtual call center that connects the CTI system to Salesforce. Under your guidance, they will add users to the call center, which will enable your staff to begin making and receiving phone calls within the Salesforce platform.
Choose An All-in-one CTI Solution That Ticks All The Right Boxes
PhoneIQ offers a full-featured solution that integrates your telephony directly with Salesforce and includes all the functionality you need, such as power dialing, call routing, IVR, voicemail dropping, click to dial, SMS messaging, global calling, etc.
Get started with a free 7-day trial and see how easy it is to get your call center working in Salesforce.