10 Advantages of Integrating Telephony Into CRM

10 Advantages of Integrating Telephony Into CRM

Telephone technology has been developing for more than a century, so the approach to telephony shouldn’t remain stuck in the pre-internet age. Digital innovation and the evolution of customer relationship management (CRM) software has opened new avenues of efficiency and quality for call centers. Integrating telephony into a CRM solution unlocks advantages which streamline sales and service communications while providing sales reps with access to a wide range of valuable data. Facilitating this change provides call center staff and supervisors with digital tools which optimize their talent, improving the odds of a positive resolution regardless of scenario.

  1. Compliance With Omnichannel Standards

Omnichannel marketing represents the evolution of multichannel sales, bringing all communication, tools and databases together under a streamlined CRM solution. If your company is interested in creating a strong omnichannel presence, you’ll need to integrate telephony into your CRM software. Telephone systems which operate independently of your main database will be unable to reap the benefits of omnichannel communication, which include improved customer engagement and the creation of buyer personas according to big data analysis. A recent study conducted by Google states that omnichannel shoppers have a 30% higher lifetime value compared to single-channel buyers, showing the value of this digital trend.

  1. In-Tool Voice Recording

In-tool voice recording creates a variety of benefits for businesses which integrate telephony with CRM. Keeping voice records of conversations between staff and customers ensures that matters of contention become resolved depending on the vocal interaction that took place. Listening to representatives who handle sales and service calls allows you to confirm that staff follow scripts according to cue. You’ll also be able to train employees on how they deliver scripts over the phone, teaching team members the finer points of tone and timing while communicating with customers.

  1. Quantifiable Call Data

Companies which implement continual, constructive feedback make the most of employee talents and abilities. If your telephone systems are disconnected from your CRM, sales reps won’t be able to measure key KPIs, such as call rates, upselling activity and conversion rates. Telephony integrated with your database helps monitor and analyze staff tendencies and capabilities, providing supervisors and managers with useful, quantifiable data. This data backs up constructive feedback for CMOs and Sales Managers, providing proof of superb performance or the need to improve certain aspects of their work.

  1. Increased Personalization

Similar to most 1:1 interactions, sales and service consists of a conversation between two parties. One party attempts to persuade or solve problems, while the other tries to negotiate the best deal possible or simply learn more about the product or issue at hand. Connected to your CRM, telephony systems will be able to create a superior level of personalization by accessing a rich dataset while calling. Disconnected from CRMs, telecommunications reside in a data silo, creating blind spots instead of insight. As per Opinium Research, 52% of buyers enjoy personalized service tailored to their individual interests, representing a majority of customers.

  1. Interactive Call Scripts

Conversational flowcharts help call center agents efficiently move callers towards a resolution or sale, depending on the situation presented. Rather than fumbling through next steps, staff may confidently move callers down a funnel which narrows to specific outcomes. Linking telephony with CRM solutions lets businesses create interactive call scripts which can be accessed quickly, giving callers the impression that staff are speaking with them in a natural, logical flow. Even better, these scripts can be linked to quantifiable data, allowing marketers to tweak scripts depending on the effectiveness of the message communicated.

  1. Computer Telephony Integration Popups

The data within your CRM allows you to create smooth customer service and sales experiences, avoiding frustrating pitfalls that alienate callers. First contact resolution tends to be one of the strongest predictors of whether a customer will feel satisfied with the product or service provided. Integrated popups provide quick access to customer records which help to get to the heart of the matter rapidly. Instead of spending time confirming basic information, staff will be able to address more important issues based on buyer needs. Considering the advancements in CRM and telephony technology, there’s no reason why anyone should have to repeat their phone number three times before accessing assistance or making a purchase. In fact, Accenture research reveals that a whopping 89% of customers feel frustration when forced to repeat information to multiple representatives.

  1. One-Click Calls

High-volume call centers unable to quickly turnaround callers create long queues which frustrate customers and wear down staff. Telephone systems and CRM processes which interact in an inefficient manner only adds to the backlog, creating frustration for all stakeholders. The ability to accept incoming calls or make outgoing calls with a single click can be facilitated through integration of database and communication solutions, increasing the rapidity of Sales and service staff.

  1. Ringless Voicemail Drops

Depending on the products and services you sell, and the jurisdiction in which you operate, the ability to create voicemail without making a call represents best practices for reaching customers on mobile devices. In some cases, calling a customer simply creates an unnecessary disruption during their day-to-day routine. In other scenarios, calling to leave a voicemail creates a risk to privacy and personal security. When sensitive information must be communicated, CRM-telephony integration enables voicemail drops which place important messages directly into a secure voicemail system, without leaving a contact record on the recipient’s mobile device.

  1. Voicemail Automation

In addition to creating voicemail without calling customers, linking voice communication with CRM solutions allows you to automate the distribution of the message. Instead of requiring call center staff to deliver the memo, personnel can choose from several pre-recorded messages and distribute the appropriate voicemail with a couple of clicks. This increases the efficiency of communication, allowing staff to move onto the next call as soon as possible. On average, sales reps spend approximately 15% of their workday leaving voicemail. CRM automation is the best way to reduce resources allocated to this time-consuming task.

  1. Detailed Caller ID & Call History

Your CRM can store, access and analyze massive amounts of diverse information, including detailed caller ID and call history. Linking telephone systems to your database will give your customer service staff quick access to previous interactions and customer demographics before the call connects. This allows you to provide vital caller data as soon as possible, letting them prepare for customer interactions instead of blindly entering an important sales or service situation.

Are you ready to take your customer interaction to the next level with telephony? Agile CRM can get you there.

Henry Wilson

Henry is a Tech blogger who writes primarily on Tech startups, CRM, Marketing Automation and covers the entire gamut of Marketing.

1 Comment

Victoria Huntington

about 4 months ago

Great points here. Technology is allowing us to do a lot more for our customers than ever before - it's important that we innovate and use these new tools.

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