Integrating VoIP Unified Communications (UC) with your Salesforce CRM data model is a proven method for increasing efficiency in your organization. Before integrating, however, it is essential to know how the Salesforce data model operates, since the ability to customize data objects and fields is central to the CRM's utility. First, let's take a look at the reasons for combining your UC and CRM to make sure that it is the right choice for your organization.

Increasingly, businesses are migrating to UC as a method to consolidate and optimize team collaboration, customer experience and overall workflows. Top among the UC trends is the integration of communications with the various platforms, applications and services that businesses rely on for daily operations. One crucial integration is Customer Relationship Management (CRM). On a simplistic level, CRM solutions are databases. Of course, these modern solutions have much more functionality than the contact managers that once powered sales and marketing, but essentially, much of the power and functionality of CRM comes from how it handles data. 

Salesforce CRM Data Model Basics

Not all CRM platforms and solutions are identical, and some, such as Salesforce, are built with unique data models that can enhance how you access, share, delete and reference customer data. One of the most useful features of Salesforce is the ability to customize and extend the CRM platform as best suits your organization's needs. Unlike other CRM platforms, Salesforce enables customization with clicks, not code. With customization, you can also deliver scalable notifications, automate your business process, and more. The Salesforce data model enables this customization and integration through object relationship types, history records, and metadata.

Object Relationship Types

Salesforce organizes data through objects. With relationships, your users can view records and see all related data. This functionality is helpful for large companies seeking to minimize duplicate effort and to improve the customer experience through better responsiveness. 8x8's Virtual Contact Center for Salesforce integrates the Salesforce data model object relationships to enable full visibility of the customer lifecycle.

Case History Records

Another aspect of the Salesforce data model is accessing and maintaining case records. Case management is central to CRM. When a customer has a question or concern, organizations need to make sure that support agents are responsive. Case management with 8x8's Virtual Contact Center is facilitated through integration. Customer interactions can be captured easily, and response times are sped up through click to call, enhanced caller ID, automatic call logging and call analytics.

Metadata Types

One way to improve through the Salesforce data model customization is by using custom metadata types. Rather than building out apps or your own developer frameworks for customer relationship tracking and integration with UC, you can drive efficiency through descriptive information or metadata. With Salesforce, you can customize, deploy, package and upgrade application metadata. 

What does this mean in more simple terms? The Salesforce data model is highly customizable. Metadata is a key way to tailor the platform to your organization's needs, and using custom metadata simplifies the deployment process. For example, information that an organization does not expect to change, such as measurement conversion rates or historic minimum wage rates, can be quickly referenced within Salesforce through custom metadata.

Salesforce CRM Integration with 8x8

8x8 has partnered with Salesforce to provide fully integrated UC and Virtual Contact Center with Salesforce's Service Cloud and Sales Cloud. The combined solution is fully integrated, including a single sign-on to make support and sales agents' jobs much easier. In addition, 8x8's Virtual Contact Center leverages custom Salesforce CRM data model tools, such as various relationship types, history records, and metadata to match customers to the right call recipient and to arm agents with the appropriate data. 

Also, 8x8 helps organizations get the most out of data analytics by communicating consolidated reporting and administrative information. With this functionality, organizations can experience more profound insights into the full customer journey. This comprehensive view of the customer is also enabled through the Virtual Contact Center's recording of key customer interaction information directly to Salesforce. With Salesforce and 8x8, organizations no longer have to rely on guesswork for their customer support and sales experience optimization.

Your cloud provider and available features set directly affects your relationships with your clients, which directly affect your business' bottom line. Choose a superior cloud system and ensure that this effect is for the better. Fill out our online form today or call us at 1-866-945-5607 to request a no-obligation quote from an 8x8 Product Specialist.


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