Seamless communication through CRM integration in cloud telephony

Customer expectations for modern communication

Your customers expect the latest communication options from you, for example a seamless communication channel so they can get answers to their questions. Does your company live up to this expectation?

The integration of telephony and CRM allows you to combine calls and customer data into a single system that generates all call reports, stores call recordings and creates reminders for missed incoming calls.

Why do you need to integrate your CRM into a cloud telephony system?

Intelligent call distribution
If the company has not integrated telephony into the CRM system, the customer’s call will be sent back and forth between departments for a long time until it is finally answered by the right specialist. Most likely, the customer will not wait for someone to answer their call and may even hang up. With integration, calls are distributed automatically. The system determines which number the customer is calling from and what stage of the process they are at and forwards them to the relevant employee.

Handling missed calls
Agents miss calls due to carelessness or when the sales department is busy with many calls. The result is that the company loses customers. When you integrate telephony with CRM, the system itself creates a task to call back, send a reminder or transfer the call to the first available manager.

Consistent analytics
Collecting reports on employees’ work takes up a lot of the sales department manager’s time and doesn’t always give a complete picture. The manager may not know how each of the employees communicates on the phone, whether they remember to call back missed numbers, and who is closing deals faster. Without knowing these KPIs, it’s difficult to organize the department’s work, distribute bonuses fairly and reprimand lazy employees.

Integrated CRM collects data and automatically generates reports on calls, their duration and number in a given period, the results, whether they led to a deal or not, and who negotiated.

Reaching customer data
A manager can have dozens of customers and it is impossible to keep track of the details of each one. After integration with CRM, a new customer card is automatically created, and all letters, transactions, purchase history, documents and the customer’s requirements are in front of the manager’s eyes.

Logging missed calls in CRM
In every company, missed calls are a particular headache. It is very frustrating to have many missed calls from new customers. Of course, such “mistakes” are to be minimized in all companies. But when this happens, the manager should call back and talk to the customer.

To solve this problem in the CRM system, every missed call automatically creates a new request that falls into the unsorted one. The manager continues to work with it as if it came from the construction site, for example. This way, all missed calls automatically go into the CRM, no more calls are lost, and the manager can handle every unanswered call.

Quick way to call customers
Without integration, a manager has to go through many steps to call a customer. You have to find the documents for the customer and the phone number and then dial the number. This routine distracts the manager from preparing the call and reduces productivity. When you connect your CRM to cloud telephony, you can make calls with one click from the customer card and even view the call history or task boards.

For the marketing department
Marketers need customer data to customize ads and make personalized offers. And in the CRM, you can add fields such as the advertising channel through which the customer came. The system automatically fills in all the information when you activate call tracking, as well as the customer’s area of activity.

This allows marketers to improve their advertising campaigns: they can fine-tune ads and improve communication. This optimizes your marketing budget.

Sales departments
The telephony integration makes it easier for sales managers to conduct negotiations, as the entire call history and call recordings are stored in the system. Even if the responsible manager is absent or goes on vacation, the replacement employee quickly finds his way around and leads the customer to a deal.

Cold-calling departments
Scripts integrated into CRM make work easier for employees and help to increase sales. During the call, the manager can see what he needs to say at any given time. The system records the audio calls and displays a suitable script at a certain stage of the deal.

Technical support departments
The telephony integration helps you to spend less time solving technical problems. When a specialist receives a call, they can immediately see what type of maintenance service is available for the customer, the contract number and the serial number of the product. This information helps to save time for further inquiries. The technical team can offer a solution immediately and is able to handle multiple requests in the same time.

Quality control departments
In a cloud telephony solution, all calls are automatically recorded and stored. However, it is not very convenient to store call recordings separately from all other customer data. Especially for quality department employees who regularly need to collect information about service quality and resolve conflict situations. By integrating CRM and telephony, access to the data, call recordings, is simplified, as they are stored in the system in an organized manner and combined with letters, notes, meetings and customer history.