Navigating the Telephony Maze: Choosing Between Native and Non-Native Salesforce Integration

74% of organizations say that cloud phone systems are their most urgent investment priority.^[i]

When organizations strive to deliver exceptional customer service experiences, seamless telephony integration in their current system plays a pivotal role.

While Salesforce stands out for its renowned CRM solutions, businesses often face the challenge of deciding between native telephony options like Service Cloud Voice and exploring non-native alternatives. This dilemma arises due to various factors that warrant careful consideration.

In this blog, we’ll discuss why companies opt for non-native telephony solutions over Salesforce’s native options. We’ll clarify non-native voice integrations and their significance compared to native ones.

Finally, we’ll provide insights into key considerations for choosing between native and non-native telephony integration, aiding organizations in making informed decisions based on their unique needs and goals.

Let’s embark on this journey of exploration.

Why Salesforce Non-Native Telephony Integration?

Before delving into the intricacies of native versus non-native telephone integration, let’s first address the elephant in the room: Salesforce Service Cloud Voice. As part of the Service Cloud suite, this native solution offers a comprehensive telephony integration within the Salesforce ecosystem.

With features like AI-powered insights, omnichannel support, and seamless CTI capabilities, Service Cloud Voice is the ultimate choice for businesses aiming to streamline their customer service operations.

However, amidst the vast landscape of telephony solutions, the allure of non-native integrations persists. But why?

Let’s find out!

Why Companies May Opt for Non-Native Telephony Integration in Salesforce?

• Existing Systems: Some organizations may already have established telephony systems that they are comfortable with and have invested significant resources into. They might prefer to integrate these existing systems with Salesforce rather than switching to a new native solution.
• Specialized Requirements: Certain industries or businesses may have specialized requirements for their telephony systems that are not fully met by the native capabilities of Salesforce Service Cloud Voice. Non-native solutions may offer more customization options to meet these specific needs.
• Legacy Systems: In some cases, organizations may still be using legacy telephony systems that are not compatible with Salesforce Service Cloud Voice or require complex integration processes. Non-native solutions can provide a bridge to connect these older systems with Salesforce.
• Budget Constraints: Implementing a native solution like Salesforce Service Cloud Voice may require additional licensing fees or investments in infrastructure. Non-native solutions could potentially offer more cost-effective alternatives for organizations with budget constraints.
• Vendor Relationships: Organizations may have existing relationships with telephony vendors or third-party providers that offer integration solutions compatible with Salesforce. They may choose to leverage these relationships rather than adopting a native solution.

What are Salesforce Non-Native Voice Integrations?

Non-native voice integrations encompass a wide range of solutions that connect external telephony systems with Salesforce. These integrations typically involve the use of third-party applications, middleware, or custom development to bridge the gap between disparate systems.

Some Non-Native Telephony Solutions Include:

Choosing Between Salesforce Native and Non-Native Voice Solutions

Deciding between native and non-native telephone integrations isn’t straightforward. It depends on your organization’s specific needs, limitations, and goals.

Native integrations within Salesforce offer smooth integration and a cohesive environment. On the other hand, non-native integrations offer flexibility, customization, and compatibility with current systems.

Let’s delve into the advantages and factors to consider for each option to assist you in making the right choice.

Native Telephony Solution:

• Seamless Integration: Native Salesforce apps are developed on the Salesforce platform using Salesforce’s native tools and APIs. They seamlessly integrate with Salesforce data and workflows, providing a unified user experience.
• Simplified Deployment: Since native apps are built specifically for Salesforce, deployment, and management are often straightforward. They leverage Salesforce’s security model and administrative controls, reducing setup time and effort.
• Platform Consistency: Users benefit from a consistent interface and functionality, as native apps adhere to Salesforce’s user experience guidelines. This familiarity can enhance user adoption and reduce training requirements.
• Automatic Updates: Native apps typically receive automatic updates along with Salesforce releases, ensuring compatibility and continuity with platform enhancements.
• Security Considerations: Native Salesforce apps inherit the platform’s robust security measures, including encryption, access controls, and compliance certifications, ensuring data confidentiality and integrity. They align with Salesforce’s compliance standards and certifications, such as GDPR, HIPAA, and SOC 2, assuring regulatory compliance for handling customer data.

Non-Native Telephony Solution:

• Flexibility and Customization: Non-native apps offer greater flexibility and customization options when compared to native solutions. They can integrate with various external systems and technologies, allowing for tailored solutions to meet specific business needs.
• Extended Functionality: Non-native apps often provide advanced features and functionalities beyond what is available natively in Salesforce. This can be advantageous for organizations with complex requirements or unique use cases.
• Integration with Existing Infrastructure: If your organization has invested in specific third-party systems or infrastructure, a non-native app may offer better integration capabilities, leveraging your existing technology stack.
• Potential Maintenance Complexity: Since non-native apps may rely on external systems or APIs, they could require additional maintenance and support compared to native solutions. Organizations should consider the long-term implications of managing and updating non-native integrations.

What to Consider When Opting for Non-Native Telephony Integration With Salesforce

When integrating non-native solutions with Salesforce, several important considerations should be noted to ensure a smooth and effective integration process:

1. Compatibility: Verify the compatibility of the non-native solution with Salesforce. Ensure that the solution supports the necessary APIs and integration methods required for seamless communication with Salesforce.

2. Data Synchronization: Determine how data will be synchronized between the non-native solution and Salesforce. Define the data mapping and synchronization processes to ensure accurate and consistent data across both systems.

3. Customization Requirements: Assess any customization requirements needed to tailor the integration to your organization’s needs. Work with a certified Salesforce professional services provider to develop custom solutions or configurations as necessary.

4. Security and Compliance: Prioritize security and compliance considerations when integrating non-native solutions with Salesforce. Ensure data transmission between systems is secure and compliant with relevant regulations and standards.

5. Scalability: Evaluate the scalability of the integration solution to accommodate future growth and changes in your organization’s requirements.

6. Testing and Validation: Thoroughly test the integration to identify and address any potential issues or errors before deployment. Conduct validation tests to ensure that data is accurately transferred between Salesforce and the non-native solution.

7. Training and Support: Provide training to users on how to effectively use the integrated systems. Ensure that adequate support is available from both the non-native solution provider and certified Salesforce professionals to address any issues or questions that may arise.

8. Documentation: Document the integration process, including configurations, customizations, and data mappings to facilitate ongoing support and future enhancements.

9. Monitoring and Maintenance: Establish monitoring and maintenance procedures to ensure the ongoing performance and reliability of the integration. Monitor system health, data integrity, and performance metrics regularly and address any issues promptly.

10. Engage Certified Salesforce Professional Services Provider: Work with a certified Salesforce professional services provider to leverage their expertise and experience in integrating non-native solutions with Salesforce.

By considering these key factors and engaging with a certified Salesforce professional services provider, organizations can effectively integrate non-native solutions with Salesforce, enabling seamless collaboration and maximizing the value of their Salesforce investment.

The Bottom Line

The choice between native and non-native solutions depends on factors such as the organization’s current infrastructure, budget, scalability requirements, and desired level of customization. Organizations should carefully assess the pros and cons of each approach and consider consulting with experts to determine the best fit for their specific use case.

Organizations can enhance communication capabilities, improve productivity, and deliver exceptional customer experiences in today’s increasingly digital and interconnected business landscape by selecting the right voice solution for Salesforce integration.

Statistical References

^[i] Callhippo