Many businesses don’t take advantage of custom integration with applications and databases that they regularly use. CRM software such as salesforce.com or ACT can be integrated with VoIP systems, so that a worker’s screen will instantly show account information for a customer just through the phone number that they call from. Interactive Voice Response (IVR) applications can allow callers to quickly and correctly route their calls to an informed, appropriate customer service agent, or obtain information pertinent to their account without even engaging an agent. Integration can be performed by software developers through Application Programming Interfaces (APIs), or by out-of-the-box connectors that are built for widely used platforms and applications. Custom Integration is a component of Unified Communications.