8 benefits of integrating telephony into your CRM Abe Dearmer Apr 23, 2021 ∙ 7 min read CRM Making and receiving calls is a part and parcel of doing business, but telephone technology has developed far beyond using landlines and is now more digitalised in this age of the internet. Owing to the rapid evolution of Customer Relationship Management systems and the integration of telephony, businesses can leverage several benefits that help make communicating with customers and prospects much more efficient. Streamline every communication with easy access to features and automated processes, along with an insight into various kinds of customer data. Digitalising this process will not only equip your reps with the much-needed tools but also reel in more prospects while positively handling any customer interactions regardless of the scenario. Here are some of the main advantages of using a CRM with telephony integration. Quantifiable data for improved performance Businesses that believe in constantly implementing constructive feedback are able to fully leverage the capabilities of their employees. This can be done by measuring Key Performance Indicators with the help of a CRM that is integrated with your telephony system. Using CRM telephony allows managers and team heads to measure performance and give the required feedback to implement improvement. Measuring KPIs like conversion rates, call rates, up-selling activities, and more, work as quantifiable data that is useful for monitoring and analysing employee tendencies and skills. Omnichannel marketing Multichannel sales bring together all kinds of communication, tools, features as well as customer databases together under a single and streamlined CRM system. By integrating telephony services with your CRM, you can create a strong omnichannel presence, that allows you to improve customer engagement. Without such a system, the telephony software will not be connected to the main database and will instead work independently, not being able to reap the many advantages of omnichannel communication. Instant access to customer records The data provided by CRM systems is a great way to create engaging conversations as well as provide smooth customer service. With instant access to customer data and records, reps can avoid frustrating experiences. With integrated popups that show detailed customer records, reps will get a history of all past interactions, complaints, buyer needs, and much more. This allows them to create a personalised experience without the customer having to repeat their problems and details over and over again. Instant voice recording for conversations CRM telephony offers in-tool voice recording that has a number of advantages for your business. Having recordings is great when there is a matter of contention with the customer as these records can help revisit the conversation and find a resolution. Having recordings of previous conversations of reps with customers also allows managers and team heads to monitor and analyse their tactics and mend them when needed. It allows you to ensure everyone is following the script needed and can even help with employee training. Save time with one-click calling Businesses with a high number of leads or call centres with a high volume of incoming calls need a system that helps avoid long wait times. With an efficient system to handle a huge number of calls and interactions, CRM telephony also offers one-click calls for calling and picking up. This can significantly save time and reduce the headache for reps to manually punch in the numbers. A smart and robust system will help reduce long queues and allow reps to quickly turnaround callers efficiently. This ability to make outgoing calls as well as accept incoming calls with just one click is possible due to the integration of database and communication services that helps in rapidly catering to customers. More efficient customisation Most sales interactions consist of a rep trying to make a sale and solve problems, as well as a prospect or customer trying to negotiate a great deal for their business. Thanks to the rich dataset a CRM telephony system provides, your sales and marketing reps can tap into a superior level of customisation when interacting with leads. Without this information and insight, reps may face several blind spots in their telecommunication strategy. Call scripts at the click of a button Having a direction to take the conversation in can help the reps efficiently move towards a resolution or sale. Using conversational flowcharts depending on the situation can help them narrow down specific outcomes by moving the leads confidently rather than taking a shot in the dark. CRM telephony provides sales teams with the required interactive scripts that can be accessed instantly, at the click of a button. These call scripts provide a logical and natural flow to the conversation and can be tweaked as per the message that needs to be communicated. Advanced voicemail functionality CRM telephony provides the easy option to pre-record voicemails instead of you having to record them every time a prospect or customer doesn't pick up. Pick from various pre-recorded messages and drop them in the intended customer's inbox in just a couple of clicks. This is a great way to increase efficiency and communicate more effectively with your customers and prospects. Voicemail automation also provides the best way to eliminate such manual tasks and move on to the next call without wasting any time. Another great functionality of CRM telephony is the ability to leave ringless voicemail drops. This allows you to leave voicemails for customers without having to place a call. In most cases, this is considered the best practice so as not to unnecessarily disrupt your lead's workday. This is also more secure and private as the CRM telephony system securely drops the message directly into the customer's voicemail inbox without leaving any contact record. Seeing the above benefits a CRM with telephony integration has to offer, businesses with a high volume of incoming and outgoing calls must employ them. Take customer interaction to the next level with FIVE CRM that offers an all-in-one, robust CRM telephony system to help your business. It comes with all the required industry-leading and advanced features, telephony capabilities, as well as efficient third-party integrations. Contact us to know more about how we can help you execute the above CRM telephony best practices and increase your bottom line.