Integrating VoIP into CRM

Benefits of Integrating VoIP Telephony into Client Relations Management System (CRM)

Today we are witnessing an extremely useful and profitable association between telephony and computing. This interaction has given birth to a feature that can be counted among the most robust communication strategies that integrate IP telephony into applications making up the landscape of a company and boosting employee productivity. At this level, we identify one of the most relevant examples of adding value within customer service: the integration of VoIP into its CRM software. Thus, the result is an even more efficient customer management that fits into the framework of modern companies.

The features offered radically change how customer relations are handled, generally revolving around 3 axes:

  • Click to call: Typically during an outgoing call, a responsible agent dials the phone number from their device or the IP phone. From now on, they can simply use the dedicated interface to click on the customer’s phone number field, making the call directly.
  • Management of customer files: Along with the calls made, the calling number is displayed, with all associated information.
  • Call log: This level involves saving each incoming or outgoing call in an appropriate directory. 

Telephone reception in an environment that integrates VoIP into its CRM system adds a touch of conviviality, forging strong links with customers. The customer feels recognized, respected, and even where the subject of his call is negative, a personalized welcome gives the operator a head start for the rest of the intervention. Based on these principles, the display of the customer file makes it possible to recognize them by providing the appropriate treatment, proportionate to their weight, and request. This aspect ensures and increases customer engagement.

The integration of the telephony service into a CRM system ensures that requests are processed in an efficient and agile manner. In terms of processing and analyzing information, the call history allows you to quickly view all past interactions with a specific customer. This information makes it easier for everyone involved in the decision-making process and especially when a client’s history plays a major role in the processing of his request. Moreover, with the adoption of telephony in a CRM-based system, the management of the customer account will be shared among all qualified personnel. For example, during a call, it is not mandatory to put the customer on hold to inquire about another service. Everything is indicated in the history of this customer in their file. 

Once the telephony service is integrated into your CRM system, know that you have automatically opted for the speed of processing outgoing calls while avoiding human error. For each call, thanks to the interface’s functionality, you can open the file of the current customer in your CRM, and click on their phone number to initiate the call. This good, simple, and ergonomic approach saves you typing errors or misdials, and even logs everything in the customer file at the end of the call. All notes can be conveniently saved even before moving on to the next conversation.

Based on these tools and practices, the monitoring and analysis of agent performance become fluid and within reach. Phone calls are recorded in the call log, so it is easy for a manager to follow the activities of his team. Sometimes agents or salespeople need a boost to reach their quantitative or qualitative goals. In this case, intervention by phone calls becomes the lightest and most appropriate solution. Even more, upon the integration of telephony within a CRM and the follow-up of calls, traceability is easy and transparent, and each member of the workforce can improve their productivity. Higher productivity increases customer and business partner satisfaction.

The adoption of telephony in a CRM solution reveals several positive aspects with a considerable impact on the success and prosperity of any business. This technology helps reduce the human error associated with routine manual work. Also, performance evaluation and traceability of contact/prospect exchanges are now simplified tasks.

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