Seamless Voice AI Integrations: Salesforce, HubSpot, and ERP Systems

Modern voice AI connects to CRMs/ERPs via secure APIs, webhooks, and iPaaS middleware. It can read customer context in real time, take actions (create cases, log calls, update orders), and pass full histories to humans during handover—all with strict security and governance.

What “integration” really means

1. Read during the call: identify the caller, fetch account status, entitlements, open cases, orders, invoices, SLAs, and personalized offers.
2. Act during the call: create/update cases or tickets, schedule appointments, process returns, capture payments via PCI-safe flows, update contact details, initiate RMAs.
3. Write after the call: attach call summaries, full transcript/recording (if consented), disposition codes, next-best actions, and follow-up tasks.
4. Collaborate on escalation: warm transfer to agents with verified identity, captured fields, steps attempted, and suggested resolution in the agent’s desktop.

How integrations are typically built

1. APIs and auth
2. OAuth 2.0 (server-to-server/JWT or client credentials), refresh tokens where needed.
3. Strict scopes and a dedicated “integration user” with least-privilege roles and field-level security.
4. Connectivity and security
5. HTTPS/TLS 1.2+ everywhere, optional mutual TLS and IP allowlists.
6. Private networking (VPC peering/PrivateLink/VPN) for enterprise backends.
7. Secrets in a vault; rotation and short-lived tokens.
8. Data flow patterns
9. Synchronous lookups (<200–400 ms) for identity, status, entitlements.
10. Asynchronous writes for heavy tasks (attachments, large updates) via queues and retries.
11. Idempotency keys and external IDs to avoid duplicates; upsert where available.
12. Caching with short TTL for hot reads; cache bust on updates or CDC events.
13. Reliability
14. Exponential backoff, circuit breakers, and graceful degradation (offer callback if ERP is down).
15. Message bus (e.g., Kafka) for resilient eventing across systems.

Salesforce integration options

1. Read/Write
2. REST/SOQL/Composite API for Contacts, Accounts, Cases, Activities, and custom objects.
3. Knowledge API to retrieve approved answers for grounded responses.
4. Bulk API v2 for high-volume backfills; not for in-call use.
5. Events and routing
6. Platform Events/Change Data Capture to keep the AI updated on status changes.
7. Omni-Channel or skill-based routing for smart handovers; attach context on transfer.
8. Call logging
9. Create Tasks/Activities with call summaries; attach transcripts/recordings (consent-aware).
10. Security and governance
11. Profiles/Permission Sets and Field-Level Security; Named Credentials if orchestrating from Salesforce.
12. Mulesoft optional as an ESB; or connect directly with mTLS and IP allowlists.

HubSpot integration options

1. CRM/Tickets/Conversations
2. Contacts, Companies, Deals, Tickets, and Associations APIs for lookups and updates.
3. Log calls as Engagements with summaries and outcomes; add follow-up tasks.
4. Knowledge base
5. Use HubSpot Knowledge Base as a grounded source for answers; send article links via SMS/email.
6. OAuth scopes
7. Request only necessary scopes (crm.objects.contacts.read/write, tickets.write, engagements.write).

ERP integration patterns (SAP, Oracle, NetSuite, Dynamics, others)

1. Common use cases
2. Order lookups, shipment status, inventory availability, invoice balance, refunds, and RMAs.
3. SAP
4. OData services, BAPIs/IDocs via middleware; expose read actions (orders, deliveries) and write actions (RMA create).
5. NetSuite
6. REST APIs/RESTlets or SuiteTalk; saved searches for order/invoice queries; token-based auth.
7. Dynamics 365
8. Web API for Accounts, Orders, Invoices; Dataverse for unified data; Azure Private Link for secure access.
9. Oracle Fusion
10. REST services for Orders, AR, Inventory; OAuth and network controls.
11. Best practice
12. Use an ESB/iPaaS (MuleSoft, Boomi, Workato) for transformation, mapping, and rate control, or a well-defined internal API layer if you have one.

Key in-call workflows

Identity and personalization

1. Match caller via ANI, email, or order number; verify with OTP or DOB/ZIP match.
2. Pull greeting, tier/plan, open orders/cases, and SLA to tailor the conversation.

Case/ticket creation and updates

1. Create Cases/Tickets with structured fields, priority, and suggested category.
2. Update status, add internal notes, and attach artifacts (screenshots via SMS link).

Order and billing

1. Fetch order/shipment status, invoice balances, and due dates; send tracking links by SMS/email.
2. Initiate returns/RMAs; schedule pickup or label delivery; confirm refund timelines.

Scheduling

1. Read availability from calendars/field service; propose slots; write confirmed bookings; send reminders.

Payments (PCI-safe)

1. Pause recording and collect card via DTMF masking or redirect to hosted payment page.
2. Tokenize via gateway; post payment result and token reference back to CRM/ERP.

Handover to humans

1. Trigger escalation on low confidence, exception policies, or customer request.
2. Push a warm-transfer package: verified identity, problem statement, entities captured, steps attempted, and suggested next actions.

A well-architected voice AI slots cleanly into Salesforce, HubSpot, and your ERP, augmenting your existing processes rather than replacing them. Start with read-only personalization, add carefully scoped write actions, and graduate to end-to-end automations—backed by security, observability, and clear governance. That’s how you unlock faster resolutions and measurable ROI without disrupting your systems of record.