Introduction:
In today’s hyper-competitive service economy, customer experience is no longer a luxury—it’s a necessity. Whether you’re handling inquiries, resolving issues, or nurturing high-value leads, your contact centre is the frontline of customer satisfaction. And when it comes to modernising those interactions, the integration of Salesforce with Five9 has emerged as a game-changer.
Consider this: A study by ICMI found that 82% of contact centers struggle with data silos, and 70% of agents say they spend too much time switching between systems. Salesforce—the world’s leading CRM—houses customer history, sales journeys, and support workflows. Five9—a robust cloud contact centre solution—brings in real-time voice capabilities, intelligent call routing, and AI-driven assistance. Together, they create a unified agent experience that drives performance, reduces resolution time, and unlocks key analytics for business growth.
For Salesforce customers, this is a native, multi‑channel enhancement. For independent contact centre environments, it modernises operations, boosts scalability, and embeds intelligence directly into core workflows. With over 15 years of partnership and 1,000+ joint customers, the combined Salesforce‑Five9 ecosystem is delivering robust transformation, especially in Service Cloud Voice scenarios
In this deep dive, we explore the 7 transformative ways Salesforce and Five9 streamline your contact centre, boost efficiency, and empower agents with actionable insights. You’ll also find architecture overviews, use cases, technical breakdowns, and best practices to implement this integration successfully in 2024 and beyond.
What is Five9 Fusion for Salesforce?
Five9 Fusion is a deeply integrated contact centre platform that leverages Salesforce Service Cloud Voice and Einstein AI to deliver intelligent call handling directly inside Salesforce. It’s composed of three core components.
At its core, the Salesforce-Five9 integration connects your customer data platform (Salesforce) with your cloud telephony system (Five9), enabling seamless bi-directional communication and interaction logging in real-time.
Core Components:
1. Five9 Adapter for Salesforce:
This native connector embeds Five9 functionality directly into Salesforce via Open CTI, allowing agents to:
- Make/receive calls within Salesforce
- Auto-log activities to cases, opportunities, and contacts
- Use screen pop with customer context on inbound calls
2. Salesforce Open CTI Framework:
The integration uses Salesforce’s Open CTI (Computer Telephony Integration) to host the Five9 softphone within the Lightning UI. This enables:
- Click-to-dial from records
- Real-time call control (hold, transfer, record)
- Workflow automation using Salesforce Flows during calls
3. Five9 REST APIs and Webhooks:
These allow asynchronous event-based communication—like sending call dispositions, trigger alerts, or syncing call recordings—from Five9 to Salesforce in near real-time.
4. TranscriptStream + Einstein AI
Live call transcription streamed into Salesforce. Einstein for Service draws on this transcript to suggest next-best actions, call summaries, reply drafts, and task automation
5. Intelligent Voice Routing & AI Agents
Based on Five9’s AI routing platform and virtual agents, calls are directed in real‑time to the optimal mix of AI/self‑service or human agents. Summaries from AI agents are seamlessly passed to live agents for contextual continuity.
Key Terminology:
- CTI Adapter: A software bridge that links Salesforce with telephony platforms like Five9 using Open CTI.
- Screen Pop: A feature that automatically opens relevant Salesforce records (contact, case, etc.) when a call is received.
- Disposition Codes: Labels assigned to the outcome of a call—used for analytics, automation, and agent accountability.
- Softphone: A virtual phone interface embedded in Salesforce that allows full voice control within the CRM UI.
- Call Script Designer: A Five9 feature that syncs with Salesforce fields to guide agents with dynamic, contextual scripts.
- Next‑Best‑Action: Einstein-powered, context‑aware suggestions or automations presented to agents mid‑call (e.g., “offer 10% discount,” “schedule follow‑up”).
- TranscriptStream: Real-time voice transcription engine that feeds live call content into Salesforce for in‑session AI analysis and post‑call insights.
7 Ways Salesforce and Five9 Integration:
Let’s explore the seven transformative ways this integration can revolutionise call centre efficiency.
1. 360-Degree Customer View in Real-Time:
When Five9 is integrated with Salesforce, agents gain instant access to full customer profiles directly within the Five9 dialer or Salesforce interface. This includes past interactions, open cases, purchase history, and preferences—all in real time.
Why it matters: Agents no longer need to toggle between systems or ask customers to repeat information. This accelerates resolution times and boosts first-call resolution (FCR) rates.
2. Intelligent Call Routing Based on CRM Data:
The integration enables skills-based and data-driven call routing. Five9 uses Salesforce CRM data—like customer type, priority level, and open tickets—to route calls to the most qualified or appropriate agent.
How it helps: By aligning the right agent with the right customer, businesses enhance service quality, reduce escalations, and improve Net Promoter Scores (NPS).
3. Automated Call Logging and Activity Tracking:
With Five9 and Salesforce working in sync, every inbound and outbound interaction is automatically logged in Salesforce, along with timestamps, call recordings, and notes.
Efficiency boost: This eliminates manual entry, ensures complete data capture, and allows supervisors to track agent performance with precision. It also aids in compliance and QA audits.
4. Streamlined Case and Ticket Management:
Calls received via Five9 can be instantly converted into cases or tickets in Salesforce Service Cloud, with minimal effort from the agent.
Why it’s powerful: This unified process ensures no customer issue falls through the cracks. Agents can assign, prioritise, and resolve issues within a single interface, improving SLA compliance and reducing case backlogs.
5. Enhanced Agent Productivity with Screen Pops:
When a customer calls, the Five9 and Salesforce integration triggers a screen pop of the caller’s profile or case history, even before the call connects.
Agent benefit: This feature saves precious seconds on every call and gives agents the context they need to personalise the interaction. Over time, it leads to shorter handle times and higher customer satisfaction scores (CSAT).
6. Powerful Reporting and Analytics:
Both platforms offer robust analytics, but together, they provide a comprehensive view of contact centre KPIs—including call volumes, agent performance, case resolution time, customer sentiment, and more.
Business impact: Managers can make data-driven decisions, identify trends, and proactively resolve inefficiencies using real-time dashboards and historical reports.
7. Smarter Campaigns and Follow-Ups:
With Five9’s outbound dialling and Salesforce’s marketing automation, businesses can launch targeted call campaigns with precision. Follow-ups, reminders, and lead nurturing can be automated based on customer behavior or CRM triggers.
Why this matters: It reduces manual follow-ups, keeps the pipeline warm, and ensures prospects and customers receive timely outreach, all without overwhelming your agents.
Architecture: How Data Flows Between Salesforce and Five9
Let’s break down how information moves through this integrated system using a typical inbound call as an example.
Step‑by‑Step Flow:
- Customer calls, Five9 determines intent and routes to AI or agent.
- TranscriptStream ingests voice, streams to Salesforce.
- Einstein AI suggests actions, drafts, or next steps.
- Agent sees screen-pop with customer context; handles call.
- Call data, transcript, and agents’ dispositions are auto-logged.
- Post-call follow-up tasks, tickets or surveys triggered.
Why Use Salesforce + Five9 Integration?
Solving the Data Silo Problem:
In a large retail operation, agents once toggled between Five9’s dialer and Salesforce’s case record screens. This caused delays and frequent errors in logging. By integrating both platforms, we enabled real-time syncing of call notes and recording links with Salesforce records—saving over 12 hours weekly and cutting duplicate data entry by 90%.
Improving SLA Compliance:
A healthcare provider handling over 30,000 monthly calls needed HIPAA-compliant service with traceability. The Salesforce-Five9 integration automatically logs every call with metadata, enabling quick retrieval during audits and driving 98% SLA adherence in patient response time.
Key Benefits:
Here are the 7 ways this integration transforms your call centre efficiency.
1. Single Pane of Glass for Agents
Technical Insight: Salesforce Lightning Console embeds Five9’s CTI softphone using Open CTI. Agents don’t need to switch tabs.
Business Impact: Reduces handling time by 35%, enhances focus, and shortens training cycles.
Example: An e-commerce client saw a 25% faster average handle time in the first month post-integration.
2. Intelligent Call Routing Based on CRM Data
Technical Insight: Five9 can route calls using Salesforce field data via dynamic APIs—e.g., VIP customers routed to senior agents.
Business Impact: Increases CSAT scores by 20% and reduces call transfers.
Example: A banking firm used this to prioritise high-net-worth clients during loan origination calls.
3. Automatic Call Logging & Dispositions
Technical Insight: Each call is auto-logged to relevant Salesforce records with time stamps, duration, agent, and custom notes.
Business Impact: Saves 10+ minutes per call in admin work and creates a complete activity trail.
Example: A telecom company automated 40,000+ monthly call logs across leads and cases.
4. Real-Time Screen Pop
Technical Insight: Screen pop uses ANI (Automatic Number Identification) or IVR selections to locate records in Salesforce instantly.
Business Impact: Provides agents with customer context upfront, improving first-call resolution by 28%.
5. Click-to-Dial from Any Record
Technical Insight: Agents click any phone number in Salesforce to instantly dial via Five9, leveraging the Open CTI click-to-dial API.
Business Impact: Boosts outbound call efficiency and reduces misdials.
6. Post-Call Automation via Flows
Technical Insight: Salesforce Flows can be triggered post-call to automate follow-ups, surveys, or escalations.
Example: After a support call ends, a follow-up case is created automatically if the disposition = “Needs Escalation”.
7. Centralised Reporting and KPIs
Technical Insight: Call metrics, dispositions, and duration are stored in Salesforce objects, enabling powerful Dashboards and Einstein Analytics.
Business Impact: Management gains real-time visibility into performance, reducing escalations by 45%.
Real-World Use Cases
1: Insurance Contact Centre Overhaul
Industry: Insurance
Challenge: Agents struggled with 7+ apps, manual logging, and missed follow-ups
Solution:
- Integrated Five9 softphone in Salesforce
- Configured auto-logging and disposition-based case creation
- Used Flows for policy renewal reminders
Result:
- 45% reduction in repeat calls
- 30% improvement in NPS
- $120K saved annually on agent productivity
2: Utility Provider Improves Emergency Response
Industry: Utilities
Challenge: Needed to quickly route outage calls and prioritise life-support households
Solution:
- Custom IVR routing using Salesforce flags (e.g., “High Priority”)
- Screen pop showed the outage map and the customer profile
- Integrated outbound alerts for callbacks
Result:
- Reduced emergency call resolution time from 20 to 6 minutes
- 98.7% SLA adherence during high-volume days
Conclusion:
The Salesforce + Five9 integration is not just an IT project—it’s a strategic business enabler. It drives agent efficiency, enhances customer experience, and delivers real-time visibility into operations. From dynamic call routing to automated follow-ups and data-rich dashboards, this combo transforms how your contact centre operates.
Ready to implement? Start in a sandbox by integrating Five9 softphone with your Lightning UI, mapping dispositions, and setting up routing logic. Within weeks, you’ll see measurable gains in agent productivity, CX metrics, and process compliance.
Pro tip: Once stable, extend this setup using Einstein Conversation Insights or Voice Analytics to further enhance your contact centre’s intelligence.
At Twopir, we help organisations harness the full potential of Salesforce integrations. Let’s future-proof your contact centre—one smart call at a time.
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