Salesforce CTI Implementation: Dynamic Call Routing & Custom Record Management

By | June 13, 2025
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In a world where every customer call counts, the ability to instantly route inquiries to the right person can make or break your service experience. That’s why we engineered a tailored Salesforce CTI (Computer Telephony Integration) solution that goes beyond standard telephony — blending intelligent call routing, dynamic task assignment, and permission-based record access into a single, fluid workflow.

Here’s how we transformed this vision into reality.

The Challenge: Streamline and Personalize Call Handling

The client needed a powerful yet flexible solution within Salesforce to:

  • Auto-route incoming calls (identified by CLI) to the owner of an open Lead, Opportunity, Order, or Case.
  • If there are no open records available in the Salesforce, then create a new Opportunity or Lead and assign the task to the current logged in user.
  • Let users manually link calls to relevant records.
  • Only authorized users can create, or view Lead, Opportunity, Order and Case object records.

Our Solution: A Custom Salesforce CTI Framework

We designed an end-to-end CTI integration using Softphone Layouts, Visualforce Pages, and custom Apex logic to deliver an experience that feels natural, seamless, and scalable.

  • Softphone Layout Optimization: When a call arrives, agents are immediately presented with:
    • Open Leads
    • Opportunities
    • Orders
    • Cases

These are filtered dynamically using a Visualforce page, based on the caller’s CLI and the user’s profile permissions.

  • Visualforce Page for Record Display: The Visualforce page intelligently fetches data to:
    • The CLI of the caller (phone number)
    • Matching available Salesforce records with open status
    • Access permissions at user’s profile level

If there are matching records, the list is shown to the agent during the call. Otherwise, a create new Lead or Opportunity option is displayed (depending upon permission).

Salesforce CTI Implementation
Salesforce CTI Implementation
  • Custom Call Routing Logic: The call flow (as illustrated in the diagram) proceeds as follows:
    • Incoming Call Detection: The system detects if the CLI is personal and invokes the CTI logic.
    • Contact & Record Matching: Salesforce is searched for related records (Leads, Opportunities, Orders, Cases) of the caller.
    • Record Evaluation:
      • If one open record is located, the call is connected to that record owner.
      • If multiple open records are located, the user chooses the correct record.
      • When no such open records exist, a new Lead or Opportunity is created, and ownership is transferred.
    • Ownership Assignment: If it’s a personal CLI, the assignment is done by Ozonetel (telephony system).
    • User Actions During Call: The agent can:
      • View and filter matching records.
      • Create new records if they possess adequate rights.
      • Attach a task to any record existing by using the “Attach Task” button.
    • Task Management: A default task is automatically generated when a call begins. Agents can associate this task to any record presented in the Visualforce grid.
  • Permission-Based Access: We included logic to implement that:
    • Users do not see records they are not supposed to view.
    • Users are only allowed to create Leads, Opportunities, Orders, or Cases if they possess the appropriate object-level create permissions. This provides an additional level of security while still being flexible enough for power users.

Key Features Delivered

  • Dynamic Call Routing to the owners of records.
  • A Visualforce Grid of open records relevant to the call in real time.
  • Attach Task button to dynamically link it with the selected record.
  • Create Lead, Opportunity, Order and Case buttons with validation based on permissions.
  • Role-Based Control and Visibility.
  • Smooth interaction with Ozonetel for managing personal CLIs.

Business Benefits

  • Improved agent productivity with reduced clicks and increased routing speed.
  • Better customer experience through personalized handling.
  • Lead leakage reduction through ensuring that calls are never missed or misrouted.
  • Task management streamlined for improved follow-up and accountability.

Conclusion

This Salesforce CTI implementation not only meets the functional requirements but also focuses the power of distinctive Visualforce pages, intelligent layouts, and user-centric automation. Whether you’re controlling a high call volume or multiple customer touchpoints, CTI customization can greatly improve your response strategy.

By following the above blog instructions, you will be able to learn “Salesforce CTI Implementation: Dynamic Call Routing & Custom Record Management”. If you still have queries or any related problems, don’t hesitate to contact us at salesforce@greytrix.com. More details about the Product are available on our website and Salesforce AppExchange.

We hope you may find this blog resourceful and helpful. However, if you still have concerns and need more help, please contact us at salesforce@greytrix.com.

About Us
Greytrix – a globally recognized and one of the oldest Sage Development Partner and a Salesforce Product development partner offers a wide variety of integration products and services to the end users as well as to the Partners and Sage PSG across the globe. We offer Consultation, Configuration, Training and support services in out-of-the-box functionality as well as customizations to incorporate custom business rules and functionalities that require apex code incorporation into the Salesforce platform.

Greytrix has some unique solutions for Cloud CRM such as Salesforce Sage integration for Sage X3, Sage 100 and Sage 300 (Sage Accpac). We also offer best-in-class Cloud CRM Salesforce customization and development services along with services such as Salesforce Data Migration, Integrated App development, Custom App development and Technical Support business partners and end users.
Salesforce Cloud CRM integration offered by Greytrix works with Lightning web components and supports standard opportunity workflow. Greytrix GUMU™ integration for Sage ERP – Salesforce is a 5-star rated app listed on Salesforce AppExchange.

The GUMU™ Cloud framework by Greytrix forms the backbone of cloud integrations that are managed in real-time for processing and execution of application programs at the click of a button.

For more information on our Salesforce products and services, contact us at salesforce@greytrix.com. We will be glad to assist you.

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