Salesforce CTI Integration

About the Client

The client is a major international marketplace headquartered in Washington, DC. The platform allows users to discover and purchase experiences, activities, and services in major cities around the world.

Industry: Online Marketplace / Digital Commerce
Core Objective: Improve inside sales productivity and gain better visibility into outbound call metrics.

The platform serves more than 60 million members globally and has sold over 205 million vouchers. It also helps local and national businesses attract new customers through targeted marketing opportunities.

The Challenge

The client relied heavily on inside sales representatives to contact potential partners and businesses. Their sales team consisted of 150–200 inside sales representatives making both cold and warm calls.

Key challenges included:

  • Limited reporting on outbound sales calls
  • Lack of visibility into call performance metrics
  • Inefficient integration between the phone system and CRM
  • Need to bypass certain Fonality features for better workflow
  • Requirement for multiple contact numbers and easy dialing
  • Need for call transfer and inbound call support
  • Requirement for a simple and flexible interface for sales representatives

The client required a solution that could connect their phone system with their CRM to improve productivity and reporting.

The Solution: Salesforce CTI Integration

A Salesforce CRM Call Center solution was developed to integrate the phone system with the Salesforce platform.

The solution connects Salesforce with third-party Computer Telephony Integration (CTI) systems, enabling seamless call management directly from the CRM interface.

Key components of the solution include:

  • Custom CTI system integration with Salesforce
  • SoftPhone interface embedded within the Salesforce console
  • Browser and platform-independent functionality
  • Integration using standard Salesforce APIs

This solution enables sales representatives to manage calls directly within the CRM environment.

Custom SoftPhone Interface

The platform includes a customizable SoftPhone tool that integrates directly with Salesforce.

Key capabilities include:

  • Call control directly from the CRM interface
  • Easy dialing through an integrated keypad
  • Access to multiple contact phone numbers
  • Ability to transfer calls between team members
  • Support for inbound and outbound calls

This interface helps sales representatives manage communication efficiently while working inside the CRM system.

Browser and Platform Flexibility

The CTI system was designed to work across multiple browsers and operating systems.

Supported platforms include:

  • Microsoft Internet Explorer
  • Mozilla Firefox
  • Apple Safari
  • Google Chrome
  • Mac, Linux, and Windows environments

This flexibility ensures that sales representatives can access the system regardless of their device or operating system.

API-Based Integration

The integration leverages standard SOAP API calls to extend Salesforce functionality.

Key capabilities include:

  • Processing individual record transactions
  • Integrating phone system functions with CRM workflows
  • Supporting custom application features without requiring transactional control

This approach ensures a stable and efficient integration between the telephony system and Salesforce.

Workflow Transformation

Before:
Disconnected phone system → Limited reporting → Manual call tracking → Lower sales productivity

After:
Integrated CTI system → Real-time call reporting → CRM-based call management → Increased sales efficiency

Business Impact

The Salesforce CTI integration significantly improved the client’s sales operations.

Key outcomes included:

🔹 Better reporting and data analysis

🔹 160% increase in productivity

🔹 Higher number of lead calls completed daily

🔹 Easy-to-use system with minimal training required

The solution helped sales teams operate more efficiently while providing leadership with better insights into call performance.

Conclusion

The Salesforce CTI Integration solution successfully connected the client’s telephony system with their CRM platform.

By enabling call management directly within Salesforce and improving reporting capabilities, the system significantly enhanced sales productivity and operational visibility.

The integrated platform now allows sales teams to manage calls efficiently while giving leadership deeper insights into sales performance metrics.