Customer service teams rely heavily on phone interactions to resolve issues, provide support, and engage with clients. Integrating Salesforce with Computer Telephony Integration (CTI) helps streamline these interactions by enabling seamless connectivity between your phone systems and Salesforce. This integration improves customer service efficiency, provides a 360-degree view of client interactions, and boosts productivity.

This article explores the Salesforce-CTI integration, its benefits, setup process, and best practices for maximizing the value of this powerful combination.

What is CTI? 

Computer Telephony Integration (CTI) is the technology that allows interactions between telephone systems and computer applications. When integrated with Salesforce, CTI enables functionalities like automatic call logging, screen pop-ups with customer details, click-to-dial, and enhanced call routing. CTI bridges the gap between telephony systems (such as PBX or VoIP) and CRM systems, facilitating better management of voice communications.

Benefits of CTI Integration 

• Improved Efficiency: – CTI allows agents to manage calls within Salesforce, reducing the need to switch between applications. 

• Automatic Call Logging: – Calls are automatically logged into Salesforce, ensuring no interactions are missed. 

• Enhanced Caller Experience: – With screen pops, agents can view the caller’s information immediately, allowing for personalized interactions. 

• Reporting and Analytics: – Salesforce can track call data for performance reporting, lead conversion, and customer satisfaction metrics. 

Key Features of Computer Telephony Integration (CTI) 

CTI offers more than just call handling; it enhances communication systems with a broad range of functionalities. Here are some important features: 

1. Advanced Phone Controls: 

CTI provides agents with multiple call management capabilities, such as initiating or receiving calls, placing calls on hold, muting, merging, disconnecting, and forwarding. With all these functions easily accessible from a single interface, agents can focus on their interactions rather than toggling between devices, improving workflow efficiency. 

2. Contextual Customer Information: 

When an incoming call is detected, CTI automatically displays a screen with relevant customer details. This screen can include caller identification data, like Automatic Number Identification (ANI) or Dialed Number Identification Service (DNIS), past interactions, and other customer information. Having this data readily available allows agents to deliver personalized, informed service. 

3. Automated Dialing Tools:

CTI supports various dialing options, including automated dialing, predictive dialing, and click-to-call. Predictive dialing connects agents only when the call is answered, while click-to-call lets users initiate a call from a web link or app with a single click. These features save time and boost productivity by simplifying the dialing process. 

4. Smart Call Routing and Transfer:

Through an Automatic Call Distributor (ACD), CTI routes incoming calls based on customer data and queries. This system ensures that customers are connected to the right agent, reducing wait times and improving customer satisfaction. For instance, calls related to a refund inquiry will be routed to an agent specializing in refunds, ensuring quicker and more efficient resolution. 

5. CRM Integration:

By integrating CTI with a CRM system, agents can access comprehensive customer data during calls, enabling more informed conversations. This integration can extend to contact center systems, unified communication tools, and VoIP platforms, creating a seamless experience for both agents and customers. 

6. Call Recording and Monitoring:

CTI systems also support call recording and real-time monitoring. Recorded calls can be used to review customer interactions, understand issues better, or train new agents. Managers can monitor live calls to provide instant feedback or assistance, helping improve performance and service quality. 

These features make CTI a powerful tool for boosting the efficiency and effectiveness of customer support teams.  

Key CTI Features in Salesforce:

1. Click-to-Dial: Agents can initiate calls directly from any Salesforce record that contains a phone number (e.g., Lead, Contact, Account).

2. Screen Pop-ups: When a call comes in, a pop-up appears with the caller’s information, including any relevant cases or opportunities.

3. Call Logging: Calls are automatically recorded in Salesforce, attaching details like the duration, caller ID, and agent notes.

4. Call Control Features: Agents can answer, hold, transfer, or end calls directly from the Salesforce interface.

5. Call Routing and IVR (Interactive Voice Response): Calls are routed to agents based on predefined rules, and IVR systems can be integrated for self-service options.

Steps to Set Up CTI Integration in Salesforce

To set up CTI integration in Salesforce, follow these steps:

1. Choose a CTI Provider:

Salesforce integrates with many CTI providers, such as Genesys, Cisco, Five9, Twilio, AmazonConnect and Avaya.

Ensure your phone system is compatible with Salesforce’s Open CTI.

2. Install the CTI Adapter:

Many CTI providers offer adapters or apps through the Salesforce AppExchange. Install the appropriate adapter for your phone system.

For example, search for “Five9 Adapter” or “Cisco CTI Adapter” or “AmazonConnect” or “Open CTI” on AppExchange and follow the installation process.

3. Configure Open CTI:

Go to Setup in Salesforce, search for Call Center, and create or configure the Call Center settings.

Upload the CTI adapter file if required by the provider.

Define the call center layout, including the appearance of call control features for agents.

4. Assign Call Center Users:

After setting up the call center, assign the users (agents) who will use CTI features.

Go to the Call Center Setup in Salesforce, and assign users based on their roles.

5. Test the Integration:

Test both inbound and outbound calls to ensure that screen pop-ups, call logging, and call control features work correctly.

Check if calls are routed based on predefined rules and if relevant data is captured during the call.

Best Practices for Salesforce and CTI Integration

To ensure a smooth and effective Salesforce and CTI integration, follow these best practices:

Customize for Your Business Needs:

• Tailor the CTI setup to align with your business processes: This may include configuring the fields that appear in screen pop-ups, setting up custom call logging, or defining call routing rules.

• Train Agents: Provide comprehensive training to your agents on how to use the CTI features within Salesforce. A familiar interface ensures that agents can handle calls efficiently and make the most of the integrated features.

• Leverage Analytics: Use Salesforce’s reporting and dashboard features to monitor call metrics. Track metrics such as average call duration, first-call resolution rates, and customer satisfaction scores.

• Monitor and Maintain: Regularly check for updates to the CTI adapter or Salesforce features. Maintenance and updates ensure that the integration continues to run smoothly and stays aligned with your system needs.

• Ensure Data Accuracy: With automatic call logging, ensure that agent notes are accurate and that records are updated promptly to avoid data duplication or misinformation.

Conclusion:

Salesforce and CTI integration is a powerful tool for enhancing customer interactions and increasing efficiency in customer service and sales teams. By leveraging features like click-to-dial, screen pop-ups, and automatic call logging, businesses can provide a more personalized, efficient, and effective customer experience. When combined with Salesforce’s robust reporting capabilities, the insights gained from call interactions can drive better decision-making and improved customer satisfaction.

Whether you’re managing a contact center or supporting a sales team, integrating Salesforce with CTI can be a game-changer for your business.