The kind of app you are using to manage your call operations makes a huge difference to your workflows. As calling has always been an essential part of business communication, you can’t afford to make a wrong choice, especially when your focus is on enhancing call efficiency. And that’s where the real struggle starts. Salesforce users are often seen struggling between two popular choices, which are Salesforce native CTI integration or third-party solution integration.
Many times, users think they both perform the same job, which is to make and receive calls. However, the real difference is witnessed when users try to scale, automate, improve agents’ efficiency, or gain insights into agents’ performance.
Today so today we are going to shed some light on how native and third-party apps are different from each other and what impact you can expect in your business operations from each of them. We will also talk about a robust Salesforce-native CTI solution, 360 CTI, that can really change your call management game.
Salesforce CTI integration just for the sake of making and receiving calls is not what growth-oriented firm’s practice. It would be wrong to conclude that all apps are the same. In fact, a native CTI for Salesforce delivers you more than that. Whether it is about data security, performance, or data sync, native solutions always emerge as a winner. Plus, you can expect many out-of-the-box capabilities working seamlessly within your Salesforce CRM. In contrast, there are fair chances of witnessing integration and data sync issues, as well as performance lags.
According to the Forrester report, only 23% of representatives’ time is invested productively.
Let’s break it down into clear differences you can relate to while choosing Salesforce CTI integration:
At a glance, both native CTI for Salesforce and third-party telephony tools might seem to offer the same functionality—call handling, logging, and some basic automation. But the actual experience and long-term value differ significantly.
It is one of the biggest differentiators. Native CTI tools work directly within Salesforce, meaning your call data updates in real time. There’s no waiting, no batch updates, and no reliance on external APIs. In contrast, third-party tools often sync data on a delay or require manual processes to push information back into Salesforce.
The other area of concern is security. Native tools follow the stringent Salesforce policies for data storage and sharing and can foster a calm mind to regulated industries. However, in some third-party tools, recordings, transcripts, or contact information may be saved on the server of the third-party tool-which raises compliance concerns for various businesses.
A native CTI is also better in the dimension of the user experience. It is all done within Salesforce, as a result of which reps do not have to switch between tabs or get stuck with clunky overlays. The external popups or separate dashboards that would be a presupposition of the third-party tools would interfere with workflow and productivity.
It’s always simple and fast to automate with a native solution. Native CTI is also compatible with Flow, Process Builder, and Apex as they run on the Salesforce platform. It means that you can initiate automations, develop tasks, or update records without any supplementary middleware. Third-party solutions can also help with automation, but the custom integrations or middleware, such as Zapier or Mulesoft, are usually necessary to achieve this.
Scalability is another area where native tools shine. As your Salesforce org evolves, native CTI naturally scales with it—whether you’re adding new users, objects, or workflows. Third-party solutions tend to require additional setup or remapping as you grow.
The last is the issue of support. Everything, including the telephony layer and the CRM, is managed under an umbrella in case of a native CTI. There is only one point of contact on problems or improvement areas.
Conversely, the potential drawbacks of a third-party telephony tool are the need to switch between various vendors to handle support, which slows the process and complicates troubleshooting.
If you’re looking for a Salesforce CTI integration that’s native to Salesforce and checks every box we’ve talked about, it’s time to talk about 360 CTI.
360 CTI is built 100% on Salesforce, which means:
But where it really shines is AI-powered automation and insights.
Here are a few everyday scenarios where a native CTI drastically outperforms third-party tools:
Native CTI allows automatic creation of new records from incoming calls without any coding. This may involve webhooks or middleware to interact with third-party systems.
As 360 CTI is Salesforce-native CTI solution, you do not need to switch between different platforms to monitor, whisper, and barge in a call. Therefore, team leads, and quality assurance managers can easily guide representatives on live calls without any security concerns.
Native CTIs do more than logging calls with built-in AI features like auto-call summaries, sentiment analysis, voice bots, etc., that provide insights to the caller. Third-party tools have AI as a bolt-on, resulting in an awkward user experience.
Choosing a CTI solution for business is not merely for making and receiving calls. Instead, it’s about a full-fledged calling solution that is capable of catering to modern customer needs, enhancing customer experiences, and fostering long-term growth. Thus, one should choose prudently between Salesforce native and third-party apps.
Native CTI tools such as 360 CTI can do more than provide you with dial tone; they provide you with an ecosystem that scales with your Salesforce org, utilizes AI to enhance the performance of your team, and helps your reps spend more time doing what they do best- selling.
The fast, reliable, and native telephony solution can actually transform the manner in which you make calls.
Are you ready to know how 360 CTI can help to make outreach more efficient, make better decisions, and reach a new level of efficiency?
Contact our specialists to schedule a demonstration and get an idea of how 360 CTI can transform your manner of calling in Salesforce.
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