February 5, 2021

How Integrating Your Business Communications With Your CRM System Benefits The Enterprise

By Zali Ritholtz

CRM1 blog1

91% of companies with more than 11 employees now use Customer Relationship Management or CRM software -- digital platforms for consolidating and managing your company’s relationships with existing and potential consumers, with the aim of enhancing the customer experience. If you’re reading this, you probably fall into some of this data.

Unified Communications and business phone systems that integrate with Salesforce, Zoho CRM, and other sales CRM tools enable you to do just that. What’s more, this integration brings tangible benefits to your business. Capterra reports that CRM software boosts both customer retention and customer satisfaction rates by 47%. And IBM research suggests that proper CRM implementation can lead to an increase in conversion rates of up to 300%

Business Advantages of Salesforce and Zoho CRM Integrations

CRM platforms consolidate all your customer data in one place, and most cloud PBX and Unified Communications solutions on the market feature some form of integration with leading sales CRM tools. This provides a number of benefits.

Increased Efficiency and Ease Of Access To Customer Data

Statistics from Forrester indicate that 50% of sales teams have improved their productivity by using a mobile CRM. With Salesforce phone integration, your workers won’t have to shift from the CRM app to a separate phone app, in order to make or receive calls. And with a click-to-call feature, your team can get one touch access to phone numbers within the CRM, speeding up the dial process and reducing errors. In addition, individual customer information can display as a pop-up on each call, saving time and effort hunting for customer profiles. 

Improved Tracking And Performance Logging

CRM integration allows you to merge call logs and call history with customer profiles, enabling you to track which agent talked to which customer, the time and duration of a call, and other similar information. With call recording, you can keep track of incidents in case of queries and disputes, and be able to assess the performance of your workers on the phones.

Access To Actionable Data

Business phone systems that integrate with CRM platforms give access to call logs, call statistics, and agent data, in addition to basic customer information, account data, leads, and sales opportunities. This provides quantifiable data that you can use to improve the customer experience. 

Creating More Personalized Customer Experiences

Research by the Aberdeen Group reveals that each year, an average company loses about 25% of its consumers -- mostly due to poor customer service. But with CRM phone system integration, companies can retain about 89% of their customers. Personalization plays a big part in this. 84% of customers prefer to be treated like a real person, rather than a number that the agent needs to reach their quota for the day. 

As we’ve seen, you can set up your phone system CRM integration so that when a customer calls, his or her profile will pop up as a visible display for the agent handling the call. With automation and Interactive Voice Response (IVR), you can even direct specific calls to the agent best qualified for dealing with an issue. What’s more, since interactions on the CRM occur in real time, this enables your workers to build a better rapport with the customers.

net2phone now enables Zoho CRM customers to have smarter conversations, with a new unified communications integration. This includes seamless click-to-call, automatic call logs, the ability to write notes directly into the in-call prompt, and much more -- a complete unified communications tool-set. We have another CRM integration in the works as you read this.

 

While you ponder a possible integration, check out these resources:

Zoho Integration

Cloud PBX