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Omnichannel Contact Center with CRM Integration

Customer challenge

Contact centres running multiple customer channels — voice, chat, email, social — typically manage them through separate tools. Agents are forced to context-switch between a phone softphone, a CRM record, a chat console, and a ticketing system. Transfers lose context. Reporting is fragmented. Supervisors cannot see the true state of the contact centre across all channels simultaneously.

CRM teams and contact centre teams have historically bought separate products and integrated them with brittle middleware. When a customer calls after sending a chat, the agent starts the conversation from scratch.

ExpertFlow's approach

ExpertFlow treats every inbound or outbound interaction — regardless of channel — as a single Conversation object that carries the full context: participant identities, prior sessions, AI-generated summaries, and the linked CRM record.

The agent desktop is embedded natively inside Microsoft Dynamics 365, Salesforce Service Cloud, or any CRM via ExpertFlow's open Agent Desktop API. Agents answer calls, accept chats, and handle emails without leaving the CRM. Screen-pop delivers the client record and interaction history at the moment of connection.

Skills-based routing matches each incoming interaction to the best available agent using real-time agent state — not a static queue assignment — so the right person handles each contact. Supervisors have a live wallboard across all channels.

Why ExpertFlow wins here

Unlike CCaaS platforms that require a separate agent desktop and connect to CRMs via packaged connectors with limited data depth, ExpertFlow embeds directly inside the CRM using the CRM's own extension points. The conversation context lives in ExpertFlow's unified conversation model and is surfaced inside the CRM — agents see everything in one pane of glass. Open APIs mean the integration is not locked to a connector version or marketplace approval cycle.

Typical deployment context

300–3 000 agent seats. Customer has an existing CRM licence (Dynamics or Salesforce) and wants to avoid rip-and-replace. May be running legacy Cisco or on-premise PBX for voice and wants to modernise the agent layer without replacing SIP infrastructure. Often regulated (finance, healthcare) — on-premise or private cloud deployment possible alongside cloud tenants.

Open Items

  • [x] Confirm all features in features_included exist in the catalog (forward refs)
  • [x] Set decomposition_status: clean once Window 1 features are committed
  • [x] Derive primary_axioms from features (run bmad-catalog-intake)
  • [ ] Confirm completion_intent — verify all included features are funded