Business Overview:
The client is a rapidly scaling B2B SaaS company offering omnichannel customer support solutions designed for mid-market and enterprise businesses. Based in North America, their cloud-based helpdesk platform includes features like integrated live chat, and voice support infrastructure. They serve industries like fintech, enterprise IT, product companies, etc., where customer issues need urgent attention, and SLA compliance is highly-critical.
What sets them apart is their Dual-Service Model. While many competitors offer just the support platform, the client was providing fully managed customer support services using their own software. As their client base grew, so did their agent network, which expanded across multiple time zones and specialized support tiers.
Reason For Collaboration:
The client approaches us with a clear yet complex goal: to transform their fragmented voice support system into a unified, scalable experience inside Salesforce. With over 200+ inhouse agents across different time zones, their teams were managing a high quantity of inbound and outbound calls while working with multiple disconnected tools. Salesforce Service Cloud and Amazon Connect were operating in siloes, posing an issue of: workflow friction, inconsistency in documenting call logs, and delayed follow ups.
The client needed more than just a technical integration; they needed an expertly curated Salesforce architecture that must streamline operations, eliminate repetitive tasks and scale as the business grows; without having to increase headcount. As their Salesforce integration partner, our experts assisted them in designing such integration strategies aligned with the roadmap and implemented the same with utmost precision and security.
Challenges:
Fragmented Voice and CRM Workflows
Agents were struggling between Service Cloud and Amazon Connect with no proper contextual sync between them. After answering calls through Amazon Connect, they have to manually search for matching case records in Salesforce. This leads to duplicate cases, misassigned tickets or missed follow-ups. The disconnected experience slowed down handle times and resulted in support errors, mostly during high call volume days.
No Access to Real-Time Call Status & SLA indicators
Supervisors and Team leads had no access to real-time visibility into active call queues, agent statuses, or call durations inside the Salesforce setup. SLA thresholds were breached before the management even knew a call was running too long. In addition to this, Amazon Connect dashboard only shared basic metrics which was not connected with Salesforce’s case or contact context, making escalation management difficult and reactive.
Inconsistent Call Routing and Prioritization
Despite having a growing number of enterprise customers, the call routing logic they were using was flat-based on availability only. There was no mechanism to route VIP clients to dedicated account support reps or prioritize open SLA-bound cases. The result was inconsistent service quality and churn risk among key accounts.
Decentralized Reporting Across Platforms
Operations teams were facing constant issues with fragmented reporting. The core support KPIs like call resolution time, call-to-case ratio, average handle time, were divided between Amazon Connect and Salesforce. Managers were relying on stitched-together Excel sheets for weekly reporting, with no surety of the accuracy or timeliness of the data.
Agent Burnout Due to Repetitive Manual Tasks
Every call agent’s answer took 3–5 minutes of manual follow-up. Agents logged call dispositions, updated case notes, scheduled callbacks, and filled internal escalation forms following the standard patterns, which led to missing of important information that needs to be updated on the case. The lack of automation increased fatigue, led to errors, and reduced the number of calls handled per agent per shift.
Low User Adoption of CTI Tools
Despite an earlier attempt to implement CTI, many agents reverted to manual processes or skipped key steps due to clunky UI and insufficient onboarding. Lack of in-console guidance, undocumented workflows, and fear of something going south kept adoption below 50%, undermining the ROI of the CTI stack.
Solutions:
To address the client’s operational challenges, our Salesforce Integration experts designed and deployed a well-integrated solution combining Salesforce Service Cloud and Amazon Connect. This included integrating CTI within the agent console. The architecture was API-led, scalable, and backed by targeted in-console training to ensure high adoption across globally distributed support teams.
1. Embedded Amazon Connect CTI for Seamless Agent Experience
We implemented the official Salesforce CTI Adapter for Amazon Connect, embedding the softphone directly into the Service Cloud console. This allowed agents to handle calls, view case history, and update tickets—all from a single interface without switching tabs or systems.
We also took care of screen pop configurations to automatically match the incoming calls for open cases or known contacts. This reduced look-up time and manual tagging.
- By deploying a user-friendly layout with Lightning App Builder, our team ensured that agents get minimal cognitive load, increasing comfort and reduced onboarding time.
This unified UI directly improved case accuracy, reduced average handle time, and boosted first-contact resolution. The integration was rolled out with quick-start guides, sandbox simulations, and guided tours for high adoption from day one.
2. Real-Time Call Visibility via Lambda + Custom Salesforce Objects
To bring Amazon Connect call data into Salesforce, we built a real-time sync layer using AWS Lambda and REST APIs. Key call metadata including start time, duration, hold time, wrap-up status, was pushed to custom Salesforce objects and linked to the corresponding Case and Agent records.
Next, we surfaced these metrics in supervisor dashboards built using Salesforce native reports and dashboards. This enables real-time SLA monitoring and queue management right inside the Salesforce CRM.
This architecture improved case escalation based on real-time statuses, eliminated manual follow-ups, and centralized their reporting system.
3. Intelligent Call Routing with Omni-Channel + Custom Apex Logic
Our Salesforce developers suggested replacing basic call queues with a dynamic routing engine built using Salesforce Omni-Channel and custom Apex-based rules. Callers were routed based on: Case severity, open SLAs or customer tier. Enterprise accounts were matched to assigned agents, while new leads got directed to the general support team.
On the backend, Amazon Connect’s contact flows passed call attributes to Salesforce in real-time. It triggered the routing logic, ensuring delivery of personalized and high-priority experience for important clients.
This resulted in a measurable lift in customer satisfaction scores from enterprise clients, fewer missed escalations, and smoother SLA compliance across teams.
4. Unified Reporting Framework across Platforms
Next, our experts created a reporting layer inside Salesforce that combined metrics from both systems. By pulling Amazon Connect data via REST endpoints and linking it with Salesforce Case and Contact data, we created real-time dashboards.
- These dashboards presented: call volume, transfer rate, dropped calls, and agent performance, all tied to business outcomes.
- Instead of exporting CSV files weekly, supervisors can now easily filter, drill down and even forecast based on unified data.
Our team facilitates the dashboard understanding and adoption with custom training sessions, and a self-serve analytics toolkit designed for non-technical managers.
5. Automated Post-Call Actions Using Flows and Apex
To reduce repetitive admin work, we deployed Salesforce Flows and Apex triggers that automated common post-call steps.
Once a call ended, agents were auto-prompted to select a call disposition from a dynamic picklist. We also created follow-up tasks based on rules tied to the call type and agent role.
- Fields like “Next Follow-Up Date” and “Escalation Reason” were pre-filled based on logic, dramatically reducing time spent on wrap-up.
These automation flows were documented and made editable by trained admins using low-code tools, ensuring smooth post-handoff.
6. Full CTI Adoption Toolkit for Change Management
To drive adoption and behavioral shift, we designed and rolled out a complete CTI onboarding program.
This included custom Lightning Web Components (LWCs) for in-console help, keyboard shortcuts for power users, a “Call Tips” sidebar, and a gamified leaderboard showing top-performing agents by CTI usage and SLA compliance.
- Team leads were equipped with walkthroughs, coaching scripts, and embedded videos.
Benefits:
- Agents managed calls and cases seamlessly within Salesforce, eliminating tool-switching.
- Supervisors gained real-time visibility into call activity and SLA performance inside CRM.
- High-value customers were routed to the right agents through intelligent call handling.
- CTI adoption scaled rapidly through embedded training and user-friendly workflows.
