Sales process automation has become a key element in companies’ growth strategies in various industries. Salesforce, the leader in CRM systems, is one cutting-edge tool that is enabling such improvements. Within this platform, LWC (Lightning Web Components) solutions are playing an increasingly important role in building intuitive, flexible, and efficient applications that adapt to organizations’ specific needs.
Salesforce’s LWC-based solutions enable companies to integrate key tools such as CTI (Computer Telephony Integration) phone systems – including Genesys – which are the foundation of effective customer interaction management. With such integration, sales teams can work more efficiently, saving time on manual tasks such as recording phone calls and adjusting quotes. Automating these processes speeds up tasks and minimizes the risk of errors, which is particularly important in dynamic industries such as FMCG and retail.
In this case study, we will show how Salesforce LWC solutions can be used to optimize business processes. We’ll talk about the key benefits of implementing such tools and present the technical aspects of their operation to help companies better understand their potential.
Our client is a well-known manufacturer of high-quality pet food and innovative nutritional solutions for pets. The company offers a wide range of products tailored to the needs of different animals, including dogs and cats, focusing on customer satisfaction and the health of their pets.
The client was struggling with challenges in the area of customer contact management and sales process efficiency. The company diagnosed that:
- The inability to record customer phone calls in the CRM system was causing the loss of key contact information.
- Manual sales processes were time-consuming and subject to the risk of errors.
- The need to adjust offers manually slowed down order processing.
A detailed analysis of available solutions preceded the client’s vendor choice and was also based on current functionality. Another client recommended Craftware as the implementation partner, citing its successful cooperation with Orange Business Services.
The implementation of the integration of the CTI Genesys system with Salesforce CRM was a complex project that required advanced technical activities, precise organization and close cooperation with the client. Below, we describe in detail the steps taken during the project.
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The process began with a detailed zero workshop with the customer team, during which:
- Current sales and customer service processes were mapped.
- Identified the key areas for optimisation, such as the lack of call recording in the CRM system and manual processing of quotes.
- Defined the technical requirements for integrating the Genesys CTI system with Salesforce and the scope of implementation work.
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One of the key elements of the implementation was creating a custom LWC component that enabled the seamless integration of Salesforce with the Genesys CTI system. Main features of the component:
- Two-way communication with CTI Genesys: the component allowed real-time data exchange between Salesforce and CTI.
- Call data logging: automatic recording of call details (e.g. duration, subject, notes) in the customer’s file.
- Integration with sales processes: automatically updating contact status and initiating follow-up tasks in Salesforce.
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Through the use of the CTI system API, the following was implemented:
- Data synchronisation: every phone call was automatically recorded in Salesforce, with all details.
- Automatic prompts: during the call, the system displayed contextual information about the customer, such as purchase history or open customer service requests.
- Call-to-action features: the sales team could initiate calls directly from Salesforce by clicking the phone number in the customer’s record.
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The implementation also included customization of Salesforce sales processes to meet specific needs. The following were used:
- Custom objects: non-standard objects were created to track data specific to the FMCG industry effectively.
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After the system was implemented, Craftware conducted a series of tests to ensure that the integration worked smoothly:
- Functional testing: the testers team verified that the system recorded all phone calls and synchronised them with Salesforce.
- Performance tests: the testers team ensured the increased number of calls would not affect the system’s stability.
- End-user tests: client employees tested the solution in real-world conditions, providing valuable feedback on the UX.
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The team received training on using the new component and automated processes to maximise the system’s new capabilities. This allowed salespeople to adapt quickly to the latest tools.
Craftware fully integrated the CTI Genesys system with the Salesforce platform using LWC components.
The implementation of custom solutions to handle key sales processes enabled:
- Automating call recording and facilitating contact management.
- Standardised and accelerated sales processes with custom features in Salesforce.
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Salesforce integration with CTI significantly accelerated customer service
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Process automation has reduced the risk of operational errors
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Contact management and interaction history were improved, giving the sales team a complete view of customer needs
- Integration of Salesforce with CTI has significantly accelerated customer service.
- Sales processes have been significantly accelerated, increasing operational efficiency.
- Process automation has reduced the risk of operational errors.
- Contact management and interaction history have been improved, giving the sales team a complete view of customer needs.
One of LWC’s greatest advantages is the ability to create custom components that seamlessly integrate different systems and facilitate access to key data in real-time. For example, the sales team can use automatic prompts when talking to customers, significantly increasing their effectiveness. In this way, LWC-based solutions can transform how companies manage customer relationships while improving the end-customer experience.
The technical implementation of the CTI Genesys integration with Salesforce for our client was crucial for streamlining sales processes and customer relationship management. The project showed that advanced technology solutions can significantly increase operational efficiency, even in complex business environments.
The client appreciated Craftware’s professionalism, emphasizing the effectiveness of the implementation and the speed of the achieved results.
