Software Integrations

Get your contact center and CRM working as one

CRM integration designed around the work your agents, supervisors, and customers do every day.

Talk to an expert → Explore b+s Connects →

Partnered with the world’s leading CRMs

Decades spent learning what good looks like

The best CRM integration is one you don’t notice. Agents don’t have to work around it. Customers don’t feel any added friction. And your reporting starts answering bigger questions.

Context arrives with the interaction

The agent sees who's calling, why, and what they've already done before they pick up. Prior cases, recent transactions, open tickets, and channel history surface automatically. That way the customer never has to restate their problem.

Customers don’t have to repeat themselves

Conversations move between channels, bots, and human agents without losing what's already been covered. Chats that escalate to calls do so with a corresponding transcript. Cases opened in the portal get picked up by voice agents seamlessly. This continuity is possible with the right approach to CRM integration.

The CRM becomes an operational contact center asset

When agents don’t have to switch tools to handle interactions—when call control lives where the case lives, and when wrap-up writes back to the right object—the CRM becomes the place your contact center work runs from.

Routing, reporting, and AI work from shared data

Routing decisions can use what the CRM already knows about the customer, alongside what the IVR collected in the moment. Reporting reconciles across systems instead of producing different numbers in different dashboards. AI capabilities can be trained on real interaction context, because that context is unified across systems rather than scattered across siloed platforms.

Where CRM integration breaks down (and how we fix it)

CRM integration breakdowns follow from decisions made early about scope and design. Here’s how we build it instead.

#01

Scoped only around telephony

The integration was built around inbound calls. But the CRM is doing more than that now: cases, outbound campaigns, digital channels, AI suggestions, transcription, and the after-call workflows the contact center actually runs on. An integration designed only for voice holds the rest of the operation back.

b+s Connects is built around the whole operation. Every part of the work has somewhere meaningful to land in the data model, and the integration handles transfers, supervisor workflows, and the edges where most connectors quietly fall short.

#02

Context the agent can't reach in time

The data exists in the CRM, but the agent can't see it when it matters. Screen pops are slow, surface the wrong record, or surface the right record with the relevant detail three clicks deep. The customer feels the gap immediately, and so does the handle time.

b+s Connects surfaces the right record and the relevant detail the moment the interaction arrives. The agent starts the conversation already in context.

#03

Brittle through change and scale

A heavily customized integration that survives launch can fail at the next CRM release or the next CCaaS upgrade. Each business unit accumulates its own connector and its own version of how things work. Maintenance becomes a permanent project, and innovation slows because every new capability has to be tested against an integration nobody fully owns.

We design b+s Connects on the integration paths the platform vendors are committing to long-term, including Service Cloud Voice on the Salesforce side. Stable patterns get productized across business units. Local variation gets accommodated without forking the integration.

Learn more on how we approach this on the Integration Strategy page

Three b+s Connects solutions. One approach to integration.

b+s Connects is the integration that turns your CRM into a working contact center desktop. Each version is built for the CRM environment it serves, with the contact center capabilities that make that CRM operationally useful inside Cisco Contact Center.

b+s Connects for Salesforce Voice

For organizations operating Webex or Cisco Contact Center alongside Salesforce, with agents working primarily inside the Salesforce desktop. Built on Salesforce Voice (formerly: Service Cloud Voice) as the integration foundation. Designed to support routing, transcription, and AI-assisted workflows under real operational load.

Explore Salesforce Voice integration →

b+s Connects for ServiceNow

For organizations using ServiceNow as a system of action, where customer interactions need to become structured incidents, cases, or tasks. Embedded into ServiceNow agent workflows so voice, chat, and email feed the same service model.

Explore ServiceNow integration →

b+s Connects for Microsoft Dynamics

For organizations running Cisco Contact Center alongside Microsoft Dynamics as the enterprise CRM. Embeds contact center capabilities directly into Dynamics so agents handle inbound and outbound interactions without leaving the CRM. Enables screen pops, case creation, and call control native to the Dynamics workspace.

Explore Dynamics integration →

Proof points in production

Republic Services

A high-volume Salesforce environment where the operational gains came from agent efficiency, fewer dropped calls, and real-time contact center data made visible directly inside the CRM.

Coop

Eighteen years of CRM and contact center integration, evolving with the business and with the platforms underneath it. This is what long-term integration discipline looks like: consistent customer experience across channels and service teams, and an integration model that's been allowed to mature.

Bluebeam

A platform migration where the CRM workflows had to come along intact. Protecting agent productivity and customer continuity through the move was central, and the integration design was what made that possible without a hard reset of how the contact center operated.

CRM integration FAQs

Usually, because the integration was scoped around telephony rather than around how the contact center actually operates. Once you add transfers, supervisor workflows, outbound campaigns, digital channels, AI capabilities, and reporting, an integration designed for inbound voice alone shows its limits.

Several things might be going on. The screen pop may not be surfacing the right record reliably. The integration may not be writing back to the CRM in real time, which means agents are documenting the same interaction twice. The tooling for transfer, consult, and outbound work may be sitting outside the CRM and forcing agents to context-switch. Each of these is fixable, but the fix lives in the integration model rather than in agent training.

By designing on top of the platform vendors’ supported, long-term integration paths rather than against custom workarounds. On the Salesforce side, Salesforce Voice is the foundation. For Cisco, that means following the supported integration approaches and avoiding shortcuts unlikely to survive the next major release. From there, it becomes a matter of testing discipline and clear ownership through release cycles.

Yes, and protecting the integration is often the most important consideration during a platform change. We design and stage migrations to make sure CRM workflows are preserved.

AI in contact centers depends on having clean, structured, accessible interaction data. CRM integration is what makes that data usable for AI rather than fragmented across systems. A solid integration foundation is most of what separates AI deployments that work in production from ones that demo well and underperform in real operations. More on the AI Strategy page.

It depends on your scale, your operational complexity, and what your CRM is being asked to do. For organizations using their CRM as a primary agent workspace, handling significant interaction volume, or operating in regulated environments, the depth of integration matters more than the simplicity of the install. For smaller or simpler deployments, a generic connector may be enough. We’ll tell you honestly when it is.

Let’s talk CRM integration

The right place to start is the conversation about what your operation actually needs the CRM to do.

Talk to an expert →

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