CRM integration – creating a single perspective from the call-handling interface

CRM integration – creating a single perspective from the call-handling interface

CRM Lite brings key customer information directly into the user interface, complementing other integration approaches, while enabling a single, unified view.

Most of your business customers use CRMs to manage customer data, contacts and a history of their engagements. They may obtain the CRM directly from a vendor, or, in some cases, purchase from their MNO as part of an extended business subscription service. However, despite the attractiveness of some MNO offers, many businesses will choose to go direct – which means there’s considerable fragmentation in the market. Businesses will typically choose the CRM that’s right for them.

API integration isn’t the only approach

This means that integration of the mPBX or IP Centrex solution used by your business customers as their primary communications channel with the CRM can offer significant benefits. Using the Gintel API to enable this allows call history, customer records and more to be aligned, so that interaction with key customers and accounts can be recorded. Some of our operator customers offer specific integrations – for chosen CRMs – to their customers, while others pursue a more general approach.

However, while valuable, this still means that there are, effectively, two interfaces through which to view customer data – the Gintel user interface and the CRM. That’s why, to increase customer agility and efficiency, we’ve introduced what we call “CRM Lite”. This feature provides a sort of bridge between both worlds.

Adding call history and notes to the user interface

Users access CRM Lite through a pane in their standard interface. This provides call history and logging capabilities – and allows users to add notes that relate to a specific call, for ease of reference. The display is configurable, so an individual can select a time period for which notes and records should be displayed, as well as how they are shared with colleagues.

And, when an incoming call is received, this can be checked against an external record (via insertion of a URL), so that relevant information – from the company CRM or from a white / yellow pages server can be displayed, according to the user’s preference.

Enhance data visibility and efficiency for users

What this gives is more information in the working screen, so that users can handle calls more effectively. They can refer back to the CRM, but for call in progress, users have relevant information at their fingertips, which can accelerate call processing and distribution to colleagues. It’s unobtrusive and fully integrated with the existing work environment, so it provides an enhanced user experience.

So, there are many ways to increase the efficiency of call handling but, irrespective of company size, the addition of CRM Lite provides a useful way of bringing two key applications together, while also ensuring alignment with any additional API integration.

IP Centrex, CRM, Gintel API, CRM Lite

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