For service organizations in today’s business world, the vast array of information available has made connection more valuable than ever. Any seasoned salesperson knows deals are built around trust and communication, not just fancy pitch decks or glossy demos. Tools including a Telephony Service Provider, a separate CRM (customer relationship management) system, and a means to connect the two are essential for service organizations across industries.
Salesforce ‘s open CTI (Computer-Telephony Integration) allows integration of the Telephony Service Provider with the Salesforce.com CRM, such that third-party, web-based call control and softphone tools can be embedded directly inside the Salesforce user interface. Salesforce additionally provides a cross-domain JavaScript API to enable partners to perform channel actions such as screen pops with content, auto routing, IVR integration, saving call logs and enabling click to dial.
Here at Summa, our first recommendation is always to use the connector provided by your telephony provider on the AppExchange, if one exists. If one is not provided, or the one provided does not meet your needs then Open CTI is our recommended alternative.
How Salesforce CTI Integration Works
CTI integration can be performed via Open CTI tools (the preferred method, i.e., Force.com Connect CTI Toolkit) or telephony service provider APIs. The Force.com Connect CTI Toolkit allows developers to create integrations to telephony systems.
The CTI toolkit can be connected to just about any telephony protocol.
The Salesforce CTI Toolkit allows Salesforce developers to build and integrate all versions of Salesforce without third-party adapters. It’s designed to be cross-platform and cross-browser compatible. It also provides a way to create customizable smartphones integrated within the Salesforce console.
It is a toolkit, so it can be connected to just about any telephony protocol, including (but not limited to) TAPI, CSTA and proprietary protocols.
The Obsolete Method: Desktop CTI Tools
Desktop CTI Tools are less popular. All communication must go through the telephone service provider's adapter.
CTI Integration with Desktop CTI Tools is the more obsolete method. In this method, the telephone service provider’s adapter is based on the desktop, and all communication that goes through Salesforce must go through this adapter. Obviously, this is more bulky and time-consuming. In addition, since everything is based on the user’s desktop, the Salesforce Cloud cannot be utilized. However, since Salesforce Open CTI Tools have only been around for a handful of years, we often encounter companies who still utilize this method.
In Summary
Each phase of the Salesforce CTI integration will require some degree of custom development and familiarity with Salesforce. We recommend working with an expert partner, like Summa, to help you assess you CTI architecture, guide you through the steps to launch, provide best practice recommendations, use-case reviews and on-site maintenance and support.
If you’re looking for a reliable Salesforce partner to help with implementation, Summa boasts deep experience in creating fast, flexible, reliable and secure connectivity between cloud, on-premises, new and legacy core applications, as well as IoT and mobile devices. As both the implementation partner and the customer engagement solution architect for our clients, we achieve business results using Marketing, Sales and Service Clouds, and other platform components of Salesforce.com. In 2015, we won the Salesforce.com Partner Innovation Award for Non-Profit Success for our work innovating new fundraising, donor and volunteer management solutions for The United Way of Southwestern PA. Plus, Salesforce.com is one of Summa's fastest-growing practice areas. As Gold Partners, we're excited to do more, excel more and produce more transformative solutions for our clients.
