Improve your Business with CRM and Cloud Telephony Integration

Managing customers in real time is very difficult for organisations. Every minute is crucial when you are chasing leads, calling customers and managing demos. So how to keep communication going without leaving CRM software. The best way is to integrate CRM with the telephony network.

Building an Advanced CRM solution using Salesforce and Twilio

Traditionally there are two ways to integrate CRM and telephone networks. First is integrating a standalone cloud-based call center product with prebuilt connectors and other is integrating an on-premise legacy Private Branch Exchange (PBX) through multiple layers of integration. In either case call center connected to multiple systems are costly and error prone. Thus, it is difficult to manage separate systems.

A better solution can be reducing the dependency on third party solutions and customizing Salesforce to integrate the call center solution.
The solution consists of Salesforce and Twilio integration with TaskRouter to handle the distribution of calls and addition of text messages.

Brief overview of technology components

1. Salesforce open Computer Telephony Integration (CTI)

Salesforce Open CTI is an open API to allow third party CTI vendors to connect telephony channels into the Salesforce CRM interface. Open CTI is used to house our softphone and perform click to dial/text functionality.

2. Twilio Client

Twilio Client is a WebRTC interface to Twilio. Javascript library gives us an API and connection to Twilio. This enables our Salesforce browser to receive and deliver the call via WebRTC. Twilio client also gives us the ability to control the call via our softphone.

3. Twilio Task Router

It is the Twilio’s vendor-agnostic API for an intelligent task (calls and text) routing and queueing. TaskRouter monitors the state of our Salesforce users sending them the calls and texts as they become available. It is advanced compared to the traditional cloud or on-premise phone systems as it is completely API driven. Thus, we can place all administrative functions within Salesforce.

How does the simple integration works?

Building Twilio-powered screen pops within Salesforce using Twilio Client, WebRTC, and Twilio’s SFDC library
1. Receiving customer calls in Salesforce service cloud
2. Launch Twilio-powered screen pops
3. Calling back the customer in-browser using Twilio Client

Benefits of CRM and cloud telephony integration

The main benefit of cloud telephony is people get a lot of flexibility in work. Call centre personnel can operate remotely and thus have an option to work from home. Apart from the low probability of data loss and precise logging of information, integrating CRM and cloud telephony allows for more speed and higher employee productivity. With the strengthening of CTI abilities, each time a new contact is established, constructive communication can be formed accompanied by a meticulous recording.

1. Minimum Human Intervention

Integration leads to greater amount of energy and time with CRM users. Efficient information management system lets the company focus on catering to the customer’s needs. Fusing the powers of computer and telephone creates an environment armed with information that can be transformed into meaningful insights. Automatic dialling through CTI eliminates long hours spent on dialling the contacts. Click dialling also allows CRM staff to divert more time into the conversation than monotonously dialling numbers.

2. Track information from other sources

Some events are not recorded directly in the CRM such as text messages, personal dialogues, and Social media messages. The telephony solution comes with tools which will help you keep track of information you receive from other sources. Once the information is available at a singular spot, you can comfortably reach out to it while in need.

3. Cross-use Analytics

The application of business analytics differs for CRM and cloud telephony. This will also depend upon the kind of information involved and its use. The CTI system will provide you with information on the timing, duration, and frequency of phone calls. Integration of CTI and CRM leads to a consistent flow of information to know your customers fully. This information includes interaction on social media platforms, contacts browsed, the level of responsiveness to calls and emails and general level of interaction with customers.

4. Scope of Customization

If you are using Salesforce and Twilio as respective solutions, they provide huge scope for customization. One such browser-based call center software builds using Twilio is Talkdesk. It readily integrates with Salesforce and with Interactive Voice Response (IVR) and Skills-based Routing, callers are routed to the agent who is most qualified to meet their needs based on customizable data. With real-time and historical reporting, call monitoring and call recording, agents and managers can make data-driven decisions based on comprehensive information.

5. Improved Data Analysis

Customer needs can be clearly understood by analysing data. With CTI and CRM coming together, series of data-related functions can be executed with high efficiency: utilising records for business planning, tracking and logging of calls and acquisition of information in CRM following every call. In this way, the business leaders have insights for better decision making.

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The article was originally published at the Maruti Techlabs.

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