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What is Computer Telephony Integration in Salesforce?

In the current world business environment, an efficient management of calls enhances communication and overall customer experience. CTI within Salesforce lets the integration of phone systems into the CRM, bringing consistency into the way you handle calls within the organization. Application integration of CTI helps call centers, selling and support personnel to bring customer data and the functionality of the telecoms network together to provide faster and more personalized conversation. In this blog, we’ll explore the concept of computer telephony integration in Salesforce and introduce how solutions like 360 CTI elevate customer experience (CX).

What is CTI Integration in Salesforce?

CTI integration in Salesforce is a direct link between the telephony systems as well as Salesforce below being a call management system within the CRM. This integration allows functionalities such as click-to-call, call recording, auto-population, IVR, and more. This allows to improve the efficiency of calls the agents answer. They are provided in real-time with the customer data to provide the agents with the context necessary for personalized service.

The goal of CTI integration is to eliminate time-consuming manual tasks by offering a unified platform where agents can manage calls, update records, and monitor customer history without switching between systems. This also opens the door for advanced analytics through Salesforce’s reporting tools, helping teams track performance and optimize their strategies.

But while many CTI solutions provide these fundamental capabilities, 360 CTI stands out as the best solution for CTI integration in Salesforce. Built natively on Salesforce, 360 CTI not only delivers core telephony features but also offers a range of advanced capabilities. This empowers organizations to elevate their customer experience and operational efficiency.

Now, let’s see how 360 CTI takes Salesforce call operations to the next level, making it the ideal choice for businesses seeking a powerful and seamless CTI experience.

How 360 CTI Helps to Enhance Customer Experiences Solving Critical Challenges

Enhancing customer satisfaction is among the major goals of companies. And CTI plays a role in achieving that. Do you know that by 2031, the CTI market is anticipated to reach USD 9068 million showing a CAGR of 17.8%? This shows how crucial CTI is.

Unmanaged calls and poor handling of customers on calls lead to unsatisfactory clients. Let’s find out how 360 CTI helps to solve common pitfalls to attain high-quality interactions with customers.

Delays in Call Handling and Poor First Impressions

In call centers, delays during call routing or the need for customers to repeat their information creates friction and reduces satisfaction. Customers expect fast service, especially when calling for urgent inquiries or support.

What’s Needed: Call distribution and customer identification equipment are pertinent, to accomplish the right routing of calls without any discomfort. Being able to view such records means that agents can immediately tailor the conversation from this point.

How 360 CTI Helps: Thanks to the ACD and Sticky Agent options of 360 CTI, the client can be connected to the right agent or the agent he/she spoke to earlier. This reduces stay time and encourages the customer to be familiar with the personnel, a plus for the customer.

Missed Opportunities Due to Lack of Call Tracking

Manual tracking of calls or follow-ups can result in missed interactions, lost leads, or unresolved issues. This negatively impacts both customer trust and business outcomes.

What’s Needed: Businesses need a reliable system to log call activities automatically, track pending tasks, and schedule follow-ups to ensure that no opportunity slips through the cracks.

How 360 CTI Helps: 360 CTI’s automatic call logging and pending task management ensure that every call is documented within Salesforce, and follow-up tasks are scheduled with due dates. This helps teams stay organized, track every conversation, and deliver on customer expectations consistently.

Lack of Personalization and Context During Conversations

Customers often expect agents to know their history and preferences without having to repeat themselves during every interaction. However, without integrated systems, agents struggle to access the necessary context.

What’s Needed: An application that supports customer information united with prior call history in order to give agents contextual information during a call. 

How 360 CTI Helps: 360 CTI provided with screen pop-up enabling agents to communicate with customers based on their details making it even better for the customer.

Inconsistent Communication Across Channels

In today’s multi-channel environment, customers often engage through multiple platforms—calls, emails, chat, or WhatsApp. When communication is inconsistent, it leads to poor service continuity and miscommunication.

What’s Needed: Businesses require seamless integration across channels. This helps to ensure agents can track and manage all interactions from one place to maintain communication consistency.

How 360 CTI Helps: 360 CTI consolidates all telephony activities within Salesforce, allowing agents to switch between channels without losing context. Whether calls are initiated through the SF1 Mobile app or 360 Textolic, agents can manage interactions on the go, ensuring smooth communication across platforms.

Addressing Common Questions About Computer Telephony Integration in Salesforce

Before concluding, let’s address some common questions related to Salesforce CTI integration.

How to setup open CTI in Salesforce?
Setting up open CTI involves enabling CTI in Salesforce and configuring a CTI adapter to connect your phone system. You can customize settings to align with your team’s requirements, such as routing and screen pop rules.

How does CTI work in Salesforce?
CTI works by integrating your phone system with Salesforce, allowing agents to manage calls directly from the CRM. Features like caller identification, call logging, and click-to-dial ensure seamless call handling and efficient communication.

Conclusion

CTI integration in Salesforce is important for businesses that strive to enhance their call management processes and at the same time increase customer outcomes. Telephony with Salesforce’s robust CRM tools allows companies to position, streamline, and personalize processes, making for a superior experience for all. 360 CTI takes this experience even further by offering advanced mobile capabilities, multi-channel integration, and automation features. Whether it’s through automated call distribution, pending task tracking, or mobile accessibility with 360 Textolic, 360 CTI ensures your teams stay connected and responsive to customers at all times.

For businesses looking to optimize customer experience while managing call operations efficiently, 360 CTI offers a comprehensive solution designed for flexibility and performance. Integrate your phone system with Salesforce today to experience the benefits of seamless communication and improved service delivery. Drop us a line at care@360smsapp.com or click here to contact us.

Siddharth Sehgal

CEO

Siddharth Sehgal is CEO & Salesforce Communication Guru. He helps businesses grow exponentially by putting their Salesforce CRM on steroids with his unique techniques. He is on a mission to help businesses build deeper relationships with their customers.