Improving Business Efficiency with Salesforce CTI Integration

Posted By : Aditi | October 24, 2019

Salesforce CTI Integration

The process of outbound sales revolves around the interaction of sales executive and potential customers via phone. If a sales representative fumbles while engaging with a valuable customer, the repercussions can be detrimental. Integrating Salesforce with a Computer Telephony System (CTI) enables business representatives to manage sales operations efficiently. Salesforce CTI is an open API that enables third-party CTI vendors to connect telephony channels into the Salesforce CRM interface. Its features like click-to-dial, automated call logging, local presence, softphone, voicemail drop, and screen pop up enhances the customer experience. Let’s explore how Salesforce CTI Integration enables sales representatives to successfully conduct real-time communication with potential customers. 

At Oodles ERP, we provide salesforce development services to streamline complex CRM operations.

Benefits of Salesforce CTI Integration


Create Outbound Sales Cadence:

Salesforce CTI integration enables sales representatives to schedule outbound calls, follow-up tasks and emails. The result is that they can follow up with prospects through calls and emails and add valuable opportunities to their sales pipeline. 


Enhanced Salesforce Adoption Rate:

Integrating Salesforce with CTI enables sales representatives to increase the usage of their CRM. It also gives a detailed view of all the sales activities to the management. When representatives use their phones through CTI, all their activities are recorded and tracked.


Improved Lead Conversion:

The sales representative should have the information about a lead so that they can tailor a conversation with the prospect. Salesforce CTI integration enables sales representatives to preview all the relevant information about the prospect before initiating a call. It includes information like geographic location, past purchase of products and LinkedIn profile. 


How to Integrate Salesforce with CTI Systems


Using Open CTI Tools

Salesforce Open CTI is an integration tool that is developed by It enables businesses to integrate third-party CTI systems with Salesforce. The unique specification of this tool is that you do not have to download CTI service provider adapters. Open CTI is browser-based and enables developers to gain benefits of cloud architecture.

Salesforce CTI Tools enables developers to:

* Provide an integrated CTI system that is cross-platform and cross-browser compatible

* Build and integrate CTI with all versions of Salesforce without using third-party adapters

* Provide a base to create customizable softphones that are integrated into Salesforce console

* Developers should have a basic familiarity with the following components to efficiently use this process:

* Salesforce APIs and Visualforce APIs

* CTI Adapters

* JavaScript, CSS, Java, and HTML

* Salesforce CRM Call Center

* Salesforce Console

Salesforce CTI Integration
Salesforce CTI Integration

Whenever a call is initiated through Salesforce, the Asynchronous Javascript Asterisk Manager (AJAM) connector dials to the Asterisk component of the CTI service provider. The Asterisk component then links up the call to the end-user and instructs AJAM to establish an official call. AJAM performs additional operations like recording, transferring or monitoring. AJAM connector also enables the sales representatives to fetch caller IDs and other customer-related data. The process is then mapped on to multiple servers and callers for inbound and outbound tracking and calling.

Read Also: Improving Business Performance with Salesforce Integration Services

Using Telephony Service Provider APIs

During the development phase of Salesforce, there were only a few ways to push notifications to the browser. Most of these ways were not applicable in real-time and had significant lags because of inefficient browser communications and slow internet networks. Adding international call center details increased time lags to significant 10s. To reduce the time lag, businesses used desktop-based telephony adapters to connect agent computers directly with the telephony service providers. 

With the rapid advancement in internet networks and browser-based communication, CTI to desktop models has now ceased to exist. There are various components used to establish calls by telephony service provider API like custom Apex classes, Visualforce classes, and CTI adapters.

Salesforce CTI Integration
Salesforce CTI Integration

The system is set up in such a way that whenever a user calls from the softphone of the Salesforce console using the telephone service provider’s adapter, the call will hit the telephone service provider. The control of the call will then be transferred to a Java gateway interface adapter. This adapter, in turn, calls CTI adapter and ensures a call has been established. Salesforce also displays other details like number and call duration.


Avail Benefits of Salesforce CTI Integration with Oodles

Boost your CRM efforts with Salesforce integration services. We integrate Salesforce with existing systems to streamline information flows and provide enhanced customer information visibility. Our Salesforce integration services including implementation services, e-commerce integration, data migration services, and CTI integrations are guided by a seasoned team of ERP professionals. 

Our developers connect third-party CTI systems like Asterisk with Salesforce to activate the CTI toolkit for inbound and outbound calling. Our Salesforce CTI integration services enhance sales, boost service efficiency, and improve call management. Using the CTI app, sales representatives can automatically log calls, call dispositions, call recording, and emails.

Connect with our Salesforce development team now to schedule a discussion!

To Read Next: Enhancing Salesforce Commerce Cloud with AI

About Author


Aditi Dutt is a technology writer who has an avid interest in ERP technologies. Aditi follows the latest ERP developments and trends to keep readers informed about their impact on business processes. She is also a next-gen technology enthusiast who covers IoT, Blockchain, AI and AR/VR technologies in her articles.

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