Behind the Scenes - The Dialer Back End

Behind the Scenes

We've discussed how to install the PowerDialer™, how it interacts with Salesforce, and some of the components of its core technology platform. Before moving on we want to give a brief, "30,000 foot" view of how the PowerDialer actually works.


First, the PowerDialer for Salesforce is not an "Internet phone," or VOIP system. At no point when you're on a live call is data being transmitted over public Internet. The PDSF connects all phone calls over the standard telephone backbone. We at have strategically placed telephony servers at data centers where we can network to a telephony gateway connected to the public switched telephone network (PSTN). When you click to place a call, our software sends a signal to one of these dialer servers. Thus, the only data that travels over the public Internet is the "click" signal to initiate the call; once the call is placed, the connection is handled over the telephone backbone.

International Telephony
The system uses the telephony center closest each rep (determined by the rep's country). Set each user's country in the InsideSales tab < Manage Users < Edit User < Country (set country).

Also enable International Dialing.

But here's the real trick: when you send a signal to place a call, the dialer doesn't place just a single phone call, it actually places two.

When a call signal initiates, the dialer server first connects to the agent who placed the call by dialing their station phone number. This is the aptly-named "agent leg" of the call.

Once the user picks up, the server recognizes that the agent leg established, and places a second call to the person who was dialed. This second connection is the "client leg." As soon as the dialer places the client leg connection, the server bridges the two legs together, giving the connection the appearance of a seamless, single call.

The graphic below shows a basic outline of this process:

Every outbound call initiated by the PowerDialer follows this process—first we connect the "agent leg" to the caller, then the "client leg" out to the recipient.

The only difference with inbound calls is that the process is reversed. A client initiates a connection to a phone number connected to the platform, establishing the "client leg." Then the dialer server routes the call to an agent (if one is available), creates an agent leg to that user, and bridges the calls together.

First Call Scenario: Let’s say you are using your cell phone to make calls. With your cell number set as your station phone in your dialer settings, you are ready to make your first call. You click on the prospect's phone number in the dialer. First, your cell phone will ring as our database establishes the agent leg. Once you pick up, you will then hear ringing as it calls to the prospect and establishes the client leg. When you’re done with the call, you click Disconnect on the dialer and the prospect is disconnected as the client leg is dropped. Your cell phone, however, will remain active and on a call. On your next call, when you click on the phone number to call the prospect, you will immediately hear ringing to the prospect to establish a new client leg. Your agent leg remains connected until you physically hang-up or disconnect the call.

The PowerDialer Optimizes Calling Lists

The PowerDialer for Salesforce incorporates dynamic call list management through Seek lists and through our patented Neuralytics™ platform. Seek lists are "dynamic" because they automatically update themselves over time as users do their work. Neuralytics uses advanced algorithms to set up an optimal calling list based on industry best practices and your organization's observed activities.

When leads arrive in your Salesforce database, Seek and / or Neuralytics have the ability to automatically add them to a dialing queue, and move them up or down in the calling order based on criteria. When records get marked as inactive, or unqualified, the dialer list manager can automatically remove records from the queue. They can target records based on when they were added to the database, current status, the number of times the record has been dialed, how long it's been since the last call attempt, and more.

The goal of Seek and Neuralytics is to ensure users are calling the best targets at the right times, to increase contact and qualifying rates.

How the PowerDialer Tracks Activity

We mentioned in the Getting Started section that the PowerDialer adds a layer of report data and metrics accessible in Salesforce.

The primary data mechanisms the dialer uses are Call Log Tasks and Call Impressions, or CallIDs.

Impressions are automatic action logs generated by the dialer system, compiled your agents work. When an agent performs certain actions, the PowerDialer stores information about the call itself in a dialer system database, data such as which number was dialed, the length of the call, and the Salesforce record ID.

At the same time, the dialer also instructs Salesforce to create a Salesforce task object related to the record that was dialed. This task becomes the Call Log. For best results, the agent should input a result into the call log at the click of a button, then save the task. 10-15 minutes later, the dialer server passes in information stored in the impression.

Once call log task receives its final data from the impression, all of that information can be accessed in the standard Salesforce report engine.

We'll discuss reporting in more depth later, we just wanted to help you visualize how the dialer represents calling activity in your Salesforce reports.

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