We’re in the midst of Dreamforce 2017, and there’s of course no shortage of news an announcements making its way out from this massive Salesforce hosted conference. Among many of the partners and providers showcasing their latest and greatest is one provider we’ve kept a close eye on recently, Avaya.

Despite filing for Chapter 11 Bankruptcy protection, Avaya has been pushing out wave after wave of updates and new product announcements. Just last week in fact, Avaya even announced new AI capabilities within their platform, and we’ve also taken a close look at their Equinox Meetings solution back in September.

But of course this time, with Dreamforce in full swing and Avaya attending, their latest news is one that relates directly to Salesforce. In fact, Avaya went ahead and announced a new CRM Connector 2.0. Lets take a closer look at what exactly that is, and what it means for customers of both Avaya and Salesforce.

What Is It?

Well, to put it in their own words, Avaya’s announcement explains that the new CRM Connector 2.0 “bridges gaps between legacy and new implementations enabling a single user interface, via the Salesforce Lightning Service Console, embedded with omnichannel controls that improve agent effectiveness and the customer experience.”

Now that’s a mouthful, so I want to break it down a bit further. Essentially what Avaya announced was just a new Salesforce Service Cloud integration with Avaya’s contact center solutions. The idea is to leverage Avaya CRM environments and information to bring omnichannel capabilities for agents into one UI.

“A focus on the customer experience is the air we breathe. Avaya understands that any number of inconveniences can impact the future of a customer’s relationship with a company,” said Laurent Philonenko, SVP and general manager, Solutions and Technology, Avaya. “With Salesforce, our goal is to help our customers provide great experiences for their customers, building loyalty and long term customer value on which every business thrives.”

So What’s This Mean For Avaya Customers?

Capable of supporting both Salesforce Classic and Lighting, this integration will allow agents to access not only call, but omnichannel controls within the Salesforce applications. Jon Aniano, SVP of the Salesforce Service Cloud had this to say about the partnership:

“Customer engagement is undergoing a major transformation as more companies focus on delivering exceptional experiences,” said Jon. “Contact centers are the heart and soul of an enterprise, and can make or break a relationship between a customer and a company. By working with Avaya, we’re making it easier than ever for companies to deliver truly differentiated customer service.”

So, just like other API powered integrations, this will save agents massive amounts of time, and allow for increased effectiveness to provide the best customer experience possible. Since all channels will be connected into the Salesforce CRM platform, agents will have a lot of power at their fingertips.

Avaya Isn’t Slowing Down

Like I said before, despite their Chapter 11 filing, it doesn’t seem like Avaya is slowing down at all. Despite dropping from a Leader to a Visionary in Gartner’s latest UC Magic Quadrant, the provider is still showing great signs of life. Gartner expressed that Avaya is still a strong choice for those already invested in the ecosystem and solutions offered, but not quite the safety pick it once was for new shoppers.

They also expressed concern about how the company’s ownership structure will change during reorganization, and as we covered back in October, the provider already announced new leadership to take over. Even back in October they were announcing products like utilizing blockchain technology to create what’s called a Happiness Index.

At the time, Philonenko explained how the solution would apply blockchain, data analytics and artificial intelligence to measure and manage sentiment for every single one of their customers as the interactions occur in real time. The point I’m trying to make here is that despite restructuring, despite massive debt, Avaya is still pushing out new technologies, and as we saw today new integrations to keep the platform alive, evolving and growing over time.