Publish date:

• 22nd May, 2024

Do you need help keeping your customers happy and engaged with your business? You are not alone. Many companies struggle to provide the experience their customers expect.

You need to meet their expectations to keep valuable customers and protect your reputation. Using the right tools to create a smooth, personalized experience is key to improving customer engagement.

This is where computer telephony integration (CTI) can help. CTI integration can support your agents and strengthen customer relationships, primarily through leading platforms. 

As your business grows, managing customer data becomes essential. Your CRM can store information about your clients and prospects, including order history, past conversations, and basic details. However, there is even more value to gain from it.

A common concern is figuring out how to integrate CTI effectively into service processes. It’s also important to understand CTI and how it can help your business.

This blog will answer your questions about CTI. You will learn what CTI is, its features, how it works, and its benefits. You will also discover how to integrate CTI into your service operations.

Key Takeaways

• Salesforce Computer Telephony Integration (CTI) connects phone systems with Salesforce. It simplifies call handling and provides real-time insights about customers.

• It includes features like clicking to dial, routing calls, and automatically logging calls to help agents work better.

• Salesforce Open CTI allows for advanced customization to connect third-party phone systems.

What Is CTI?

Computer Telephony Integration (CTI) improves customer service by connecting a phone system to a computer or softphone. It often uses VoIP (Voice over Internet Protocol) for voice and online communication.

CTI allows data to flow between systems. Users can make and receive calls, track conversation history, and log call details in a CRM system.

CTI became popular in call centers. It connected phone systems to software, enabling customer service agents to interact with customers using desktop interfaces. This technology removed the need for physical phones, as agents could handle all phone functions with on-screen controls.

Now that we understand the basics, let's continue exploring how CTI works with Salesforce.

What is Salesforce Open CTI

Open CTI is a JavaScript API that helps you connect third-party phone systems with Salesforce Call Center. With CTI, you can make calls using a softphone directly within Salesforce. This means you don’t need to install specific CTI adapters.

Open CTI Adapter Benefits

Open CTI uses HTTP to secure communication between your telephony server and Salesforce. It allows you to make calls without waiting for a response from the server, which helps your processes continue running smoothly. You also do not need to install a Desktop CTI adapter.

CTI For Salesforce

Salesforce CTI makes phone communication easier by integrating it directly into Salesforce. This lets representatives make calls and chat while accessing customer data. Key features of Salesforce CTI include:

• Automatically transcribing phone conversations.

• Routing incoming calls to the right person.

• Displaying account or customer information in real-time.

• Offering click-to-dial or auto-dialing options within Salesforce.

When agents use Salesforce CTI to make or receive calls, they can quickly access the caller’s information from their database. It saves time and helps them address customer concerns by reviewing the customer’s history.

Salesforce Open CTI allows third-party CTI systems to work with Salesforce’s call center. This integration automatically routes calls to the correct department and lets agents record incoming and outgoing calls for real-time analysis and reporting.

With Salesforce CTI Integration, businesses can create real-time employee performance reports and log all calls to better understand customer needs.

Salesforce CTI integration is a strong tool for using Salesforce in your organization. To learn about other integration options, check out our Salesforce integration guide.

CTI Features

Computer Telephony Integration (CTI) helps agents make and receive calls more effectively. Here are some key features:

Multiple Phone Controls

CTI allows agents to control their calls easily. They can make or receive calls, hold, mute, merge, hang up, or forward calls—all from one system. This allows agents to focus on helping customers without switching between different devices.

Information-rich Window

When a customer calls, a window pops up on the agent’s screen showing information about the caller. This includes details like the caller's phone number and call history. This helps agents provide better and more personalized service.

Automated Dialing

CTI has features like predictive dialing, click-to-call, and auto-dialers. Predictive dialing saves time by automatically calling multiple numbers and connecting once someone answers. The click-to-call option lets customers call a representative by clicking a link on a website or app. These features help agents work faster.

Transferring or Routing of Calls

CTI uses an Automatic Call Distributor (ACD) to route calls based on customer information. For example, if a customer asks about a refund, the system connects them to an agent specializing in that area, speeding up the resolution of issues.

Integration with CRM

CTI can connect with Customer Relationship Management (CRM) systems. This gives agents easy access to complete customer information in one place. Agents can see all relevant details, which helps them communicate better and solve issues quickly.

Call Recording and Monitoring

CTI tools allow for call recording and monitoring. Agents can listen to past calls to better understand customer issues. Managers can monitor calls to evaluate agent performance and assist with training. They can even join ongoing calls to offer support.

These features make CTI vital for improving customer service.

How Does CTI Work?

Most CTI software works with VoIP, turning computers into phone extensions. This lets agents access customer data with one click, enhancing their ability to interact during calls.

Here’s a simplified process in two steps:

Integration and Caller Identification

With a little coding, you can easily add CTI features to your website or application. This lets agents quickly see the caller’s phone number. They can click on it to start a call directly from their phone app, eliminating the need for manual dialing.

Enhanced Call Management

With CTI, agents can make and receive calls while easily accessing customer information on the same screen. This is very helpful for contact center agents and managers who need to monitor calls and have visibility. CTI systems offer phone controls like muting, transferring, pausing, recording, and holding. The system also collects essential information such as the date, time, call duration, and call origin.

As CTI features become more useful, the recorded information stored in the CRM, ERP, or ticketing system allows managers to generate reports and analyze how the business is performing and how employees are doing. This analysis helps identify what services customers receive and where improvements are needed.

CTI software improves call management and customer service by providing valuable data and insights for ongoing improvement.

Salesforce CTI Integration: Step-by-step Guide

The process of Salesforce CTI integration involves the following steps:

Step 1: Identify Your Needs  

Before starting the integration, identify what you need. Knowing your requirements will help you choose the right CTI system for your business.

Step 2: Identify & Set Up Your Telephony System

Set up your telephony system before you connect it to your CRM. Configure it according to your needs.

Step 3: Configure the Call Center

Upload the XML file from your telephony provider, which contains setup information for the call center. Turn on the features you want in the CTI system.

Step 4: Configure Softphone Layout

Change the softphone layout to manage calls to current customers, new leads, contacts, and accounts. This layout helps you with call controls and caller information. You can add call redirection options and adjust them to fit your brand, minimizing errors and keeping customer interactions accurate.

Step 5: Assign a Call Center to Users

Assign the call center to the users who will make and receive calls through the CRM. Once assigned, these users will see essential call controls and caller information, which will help them manage customer interactions effectively.

Step 6: Add CTI Softphone to the Application

Integrate the CTI softphone into the application utility bar. The CTI softphone displays caller information and call controls, allowing users to manage calls without switching between windows and applications within the CRM.

Step 7: Test and Refine

Integrate the CTI softphone into the application’s utility bar. This softphone will show caller information and call controls, allowing users to manage calls without switching between screens.

Step 8: Train Your Users

Finally, teach your users how to use the CTI solution. Ensure they know how to make, receive, log, and access customer information.

Integrating CTI requires careful planning. It is a good idea to work with a partner or consultant to help you through the process.

Salesforce CTI Benefits

After you finish the easy integration process, consider the benefits for your business and customer service representatives. This can help you reach several goals:

1.Efficient Call Management

Integrating CTI with your CRM system makes it easier for agents to handle calls and manage information. The built-in dial pad lets agents quickly find contacts or click on numbers to start conversations. This setup means agents don’t have to switch between tabs or use a separate dialer, creating a smooth experience.

2. Better Customer Service and Higher Satisfaction

CTI tools improve the quality of customer service and boost customer satisfaction. Agents can quickly access caller information and see why the customer is calling. By viewing notes from previous calls, agents feel prepared for interactions. This "multi-channel" or "omnichannel" approach ensures that important information is always available, reducing the need for customers to repeat themselves and preventing frustration. This leads to fewer calls and a better overall experience for customers.

3. Flexibility with Software and Hardware

CTI systems provide an easy solution for remote customer support without needing extra hardware or software. Agents can simply log in through their web browser to start working. This setup helps your IT team, too. CTI systems also let agents control their microphones and headsets, making it easy for remote and in-office agents to use. This convenience simplifies onboarding, including support staff, IT supervisors, and agents.

4. Tracking Performance Easily

CTI systems let managers record inbound and outbound calls, making it simple to monitor how agents interact with customers. With analytics tools, it’s easy to understand customer behavior, spot trends, and create performance reports. This ability to track performance helps improve customer service operations.

Businesses can improve customer service and achieve greater efficiency and satisfaction by using these benefits.

Salesforce CTI Pricing

The cost of integrating Salesforce Computer Telephony Integration (CTI) depends on the size of the business and the number of users. CTI is a feature of Salesforce Service Cloud, available only in the Professional, Enterprise, and Unlimited editions.

The features and capabilities of Salesforce Open CTI may vary by edition, offering different options.

Additionally, some third-party vendors provide CTI solutions that work with Salesforce. These options have flexible pricing to suit various business needs.

Wrapping It Up

Salesforce CTI integration can improve customer service by enabling smooth communication and increasing agent productivity. It is suitable for small and large businesses, providing the flexibility and features needed to stay competitive.

Codleo’s Salesforce integration services can help if you're unsure where to start. Our experts will support you in achieving smooth business operations and the results you want.

Why wait to improve your communication processes? Schedule a consultation today to see how our Salesforce CTI Integration skills can enhance customer interactions.

Contact Codleo Consulting now to get started!