Custom CRM Integration
Go beyond basic integrations. Use the VoiceInfra API and function calling to create deep, custom connections with your proprietary or highly customized CRM system.
Key Advantages
Discover how our AI voice agents transform lead qualification
Access Any CRM Data
Enable AI agents to look up specific custom fields, related objects, or unique data points in your CRM.
Update Custom Objects/Fields
Programmatically update any standard or custom object/field in your CRM based on call outcomes.
Trigger Custom CRM Workflows
Initiate specific automation rules, processes, or notifications within your CRM from the AI agent.
Tailored Agent Context
Provide AI agents (and human agents during transfers) with highly relevant, specific customer context from your CRM.
Support Proprietary Systems
Integrate voice AI even if your CRM is homegrown or heavily customized, as long as it has an API.
Maintain Data Consistency
Ensure seamless data flow between voice interactions and your central customer record system.
How Custom CRM Integration Works
Use function calling and the VoiceInfra API to interact with your CRM's specific API endpoints.
Identify CRM API Endpoints
Determine the specific API endpoints in your CRM needed for lookup or updates.
Develop Middleware/Functions
Create intermediary functions (hosted by you) that translate AI requests into CRM API calls.
Configure Function Calling
Set up the AI agent in VoiceInfra to call your middleware functions when CRM data is needed.
Handle Data Exchange
Your middleware retrieves data from the CRM, passes it to the AI, and receives data from the AI to update the CRM.
Utilize Webhooks (Optional)
Use VoiceInfra webhooks (e.g., on call end) to trigger final CRM updates via the API.
Connects To Your Specific CRM
Requires your CRM to have an accessible API (REST, SOAP, etc.) that your middleware can interact with.
Proprietary/In-House CRMs
Highly Customized Salesforce Instances
Customized Microsoft Dynamics 365
Industry-Specific CRMs (e.g., Healthcare, Finance)
Any CRM with an API Interface
Frequently Asked Questions
No. The integration typically works via your CRM's official API. You build middleware or functions that interact with your CRM API, and the VoiceInfra agent interacts with your middleware through function calling. This maintains security boundaries.
Custom CRM integration requires development work on your end to build the middleware or functions that interface with your specific CRM API. The effort depends on the complexity of the required interactions and the quality of your CRM's API documentation.
Your middleware/function code is responsible for securely authenticating with your CRM API using the methods it requires (e.g., OAuth, API keys). Store these credentials securely.
Yes, your middleware can process complex data retrieved from the CRM and format it appropriately before sending it back to the AI agent. Similarly, it can structure data from the AI before updating the CRM.
The speed depends on the responsiveness of your CRM's API and the efficiency of your middleware code. Ensure your CRM API calls are optimized for performance to avoid adding significant latency to the voice conversation.
Your middleware should include error handling. If a CRM API call fails or times out, the middleware should inform the AI agent, which can then relay the issue to the caller or attempt an alternative action (e.g., transfer to human).
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