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How Cloud Telephony-CRM Integration Benefits Your Business? From ZIWO

Every organization in today’s digital world is putting its effort into providing customers with the latest communication option. However, customers always expect a seamless communication channel so that they can receive responses to their queries effectively.

The integration of telephony and CRM allows you to combine calls and customer data into a single system that generates all call reports, conversation records are saved, and reminders of missed incoming calls are created. In the article, you will learn more about the benefits of integrating telephony Cloud and CRM.

Why do you need to integrate a CRM with Cloud Telephony System?

Integrated CRM and telephony store customer information and manage it in order to increase sales, bring more money to the company, and improve service and staff performance.

Smart Call Distrubution

If the company does not have telephony integrated with CRM, the client’s call will be travelling between departments for a long time, until finally it is received by the right specialist. Most probably the client may not wait for someone to answer his call and maybe he will hang up. With integration, call distribution happens automatically. The system determines from which number the client is calling, and at what stage of the transaction and redirects to the employee.

Handling Missed Calls

Agents miss calls due to inattention or when the sales department is busy with many calls. As a result, the company loses customers. If you integrate telephony with CRM, the system itself will create a task to call back, send a reminder or forward the call to the first free manager.

Unified Analytics

Collecting reports on the work of employees takes a lot of time from the head of the sales department and does not always give a complete picture. The manager may not know how each of the agents communicates on the phone, whether he remembers to call back missed numbers, and who closes deals faster. Without knowing these KPI’s, it is difficult to organize the work of the department, fairly distribute bonuses and reprimand lazy employees.

Integrated CRM collects data and automatically generates reports on calls, their duration and number for a certain period, on the results – whether they ended in a deal or not, and who negotiated.

Reaching Customer Data

A manager may have dozens of clients, and keeping the details of each one in mind is impossible. After integration into CRM, a new client card is automatically created, and all letters, transactions, purchase history, documents, and the requirements of the client are in front of the manager’s eyes.

Logging Missed Calls in CRM

In any company, a particular headache is missed phone calls. It is very frustrating to have many missed calls from new leads. Of course, such “flaws” in all companies are trying to minimize. But if this case happens, then the manager should call back and talk with the client.

To solve this problem in the CRM system, any missed call automatically creates a new request, which falls into the unsorted. Further, the manager works with her, as if she, for example, came from the site. Thus, all missed calls get into CRM automatically, no lost calls anymore, and the manager will be able to work out every unanswered call.

Quick Way to Call Clients

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

Benefits of Cloud Telephony-CRM Integration for every department

The benefits of integration will be visible in every department of the company. Here are a few of them:

For Marketing Department

Marketers need customer data to customize ads and make personalized offers. And in CRM, you can add fields such as the advertising channel from which the client came. The system will fill all Information automatically if you enable call tracking, and also the area of ​​activity of the client.

As a result, marketers will be able to improve advertising campaigns: fine-tune ads, and improve communication. This will optimize your marketing budget.

Sales Departments

With telephony integration, it is easier for sales managers to negotiate, because the entire history of calls and conversation records are stored in the system. Even if the responsible manager quits or goes on vacation, the employee replacing him will quickly find his bearings and lead the client to a deal.

Cold Calling Departments

Scripts built into CRM will make it easier for employees to work and help increase sales. During the conversation, the manager will see what he needs to say at a particular moment. The system records the audio conversations, and at a certain stage of the transaction, the system shows a suitable script.

Technical Support Departments

Telephony integration will help you spend less time solving technical problems. When a specialist receives a call, he immediately sees what kind of maintenance service is available to the client, the contract number, and the serial number of the product. This information will help save time for additional inquiries. The technical team will immediately offer a solution and will be able to process more requests at the same time.

Quality Control Departments

In a Cloud Telephony Solution, all conversations are automatically recorded and saved. But it’s not very convenient to store call records separately from all other client data. Especially for quality department employees who regularly need to collect information about the quality of service and resolve conflict situations. The integration of CRM and telephony will simplify access to data-call records, as they are stored in the system in order and combined with letters, notes, meetings, and client history.

HR Departments

CRM stores not only the client’s phone number, communication history, and conversation records, but also records which agent received the call first. The integration will allow the HR department to resolve disputes between agents: who led the client to purchase and who should receive a bonus for closing the deal.


The head of the company will be able to analyze the inbound and outbound calls performance, and evaluate the workload of sales managers. Also to adjust the sales plan and fairly distribute bonuses among employees.


Cloud Telephony-CRM Integration is a modern solution that will simplify business and make it even more “customer oriented”. The functionality that such solutions provide will bring a clear order to the relationship between companies and their customers.

It allows companies to take advantage of modern tools to create a successful interaction of company employees with customers, contractors, partners, as well as with managers, and colleagues. also, it can help in improving the efficiency of employees, contributing to the achievement of various management tasks. The integration of ZIWO Cloud Contact Center with your preferred CRM system provides you with a modern tool for an effective business phone system, and it allows you to analyze, control, and optimize the relationship between your agents and customers, thereby increasing productivity and the quality of their work.

ZIWO is recognized by Capterra in the 5 Top Rated Call Centre Software for Small Business report. Download this file to know more about ZIWO Cloud Contact Center Solution features and capabilities. Try ZIWO Now For Free! Salesforce CRM (Customer Relationship Management)

Source: ZIWO


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