Benefits of integrating telephony into Client Relations Management system (CRM)

Today we are witnessing an extremely useful and profitable association between telephony and computing. This gives birth to a feature that can be counted in the manliest of communication strategies, which integrates IP telephony into many applications that make up the landscape of a company, generally set up to boost employee productivity. At this level, we cite one of the most relevant examples in terms of added value within a customer service: the integration of VoIP into its CRM software. Thus, finality is an even more efficient customer management that fits into the framework of modern companies.

The features offered are able to radically change the way in which customer relations are handled, this generally revolves around 3 axes :

  • Click to call: In the context of an outgoing call, a responsible agent, typically, dials the phone number from his device or the IP phone. From now on, he just has to use the dedicated interface to click on the customer’s phone number field, so the call is made directly.
  • Management of customer files: Along with the calls made, the calling number is displayed, with all the information associated with it.
  • Call log: This level involves saving in an appropriate directory each call made, incoming or outgoing.

Telephone reception in such an environment that integrates VoIP into its CRM system adds a touch of conviviality, which forges strong links with customers. Indeed, the customer feels recognized, expected, and even if the subject of his call is negative, such a personalized welcome gives the operator a head start for the rest of the intervention. Based on the aforementioned principle, the display of the customer file makes it possible to recognize him by reserving him the treatment appropriate to his weight and his 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 can make it easier for everyone involved, of course, when making a decision, 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 with another service. Everything is indicated in the history of this customer, more precisely on his 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 certain functionality on the interface, you can open the file of the concerned customer in your CRM, and click on his phone number to initiate the call. This good, simple, and ergonomic approach save you typing errors or the wrong numbers, and even at the end of the call, it is listed on the customer file. All notes can be conveniently saved even before moving on to the next conversation.

Based on this observation, it becomes obvious that the monitoring and analysis of agent performance become fluid and within reach. Thus, phone calls are recorded in the call log, so it is easy for a manager to follow the activities of his team. Sometimes it happens that agents or salespeople need a boost to reach their quantitative or qualitative goals, then, in this case, intervention by phone calls becomes the lightest and most appropriate solution. Even more, with 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 for the satisfaction of customers and business partners.

The adoption of telephony in a CRM solution reveals several positive aspects that have a considerable impact on the success and prosperity of any business. This technology will help reduce human errors associated with routine manual work. In addition, performance evaluation and traceability of contact/prospect exchanges are very simplified tasks.