Case Study

Telephony Extensions to a Customer Relationship Management System


Daitan was asked by a sales service client to build a state-of-the-art upgrade to an existing CRM solution, by integrating a high-quality telephony system into their CRM.

  • Telephony integration into CRM
  • Zero on-premise software
  • Zero downtime
  • Multi-tenancy support
  • Real-time, bi-directional synchronized databases

The main goal of the upgrade was to increase salesperson efficiency, by allowing them to do their usual tasks in a streamlined way, while keeping all sales records in the existing CRM database. In this case, the CRM database was in Salesforce.

The system needed to have zero on premise software, support multi-tenancy, require zero downtime, provide bi-directional synchronization with the external CRM database and deliver a high quality telephony experience.


The solution consisted of delivering an easy to use CRM web based system, fully integrated with a powerful telephony subsystem and initially connected to (but not restricted to) Salesforce. It was designed with a scalable, multitenant SaaS architecture, using Docker containers to achieve the required horizontal scalability of the applications.

  • Salesforce
  • Docker
  • SoftLayer
  • Freeswitch
  • WebRTC

Virtualized hardware was configured using SoftLayer, to ensure dedicated hardware was reserved for media processing, to gain the best possible media quality. The telephony functionality was built on top of Freeswitch and WebRTC. It is connected to the public switched telephone network, so the salesperson can fully replace their old telephone and benefit from a fully integrated experience in a single system. This telephony integration drew on Daitan’s significant Telecom heritage through its work with British Telecom, Ribbit, and others.

The system was built to handle very large volumes of data in real time — supporting the synchronized update of hundreds of thousands of data records — while still using data analysis intelligence to offer salespeople the right new leads to contact at any given moment. To avoid building critical components from scratch, the solution leveraged a number of open source solutions, such as Freeswitch and Kazoo, which enabled a much faster time to market.

The system delivered on the stated goals, and allowed the client to upgrade their systems without incurring system downtime. Salesperson efficiency increased, and their CRM system was enriched by the new data gathering that resulted.

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