• Telephony in CRM. CRM IP telephony system

    Online system for customer and transaction accounting, WireCRM has added Yandex Telephony integration. Integration with this service allows you to make calls from CRM, view incoming and outgoing calls, automatically create a client card and show a pop-up client card when an incoming call. To integrate, just install the Yandex Telephony Integration application, make some settings and you can make calls by clicking on the phone number in CRM.

    2018. INTRUM CRM: New telephony capabilities and filter in “Objects” and “Contacts”


    In Intrum CRM, the telephony server platform has been optimized and is ready for increased loads, and the PBX core has been updated. CRM users also have the opportunity to intercept calls from colleagues, track online who is talking to which client on the phone, and who has a free or busy call forwarding line. Access rights to functionality are flexibly configured. Working with objects and contacts has become more convenient. To filter them, you can now set your own search field parameters and save them for later use. The same feature will soon be available for orders and trades. And a few more important improvements: group editing of tasks; updated reports; detailed statistics by resources used in CRM; expanded capabilities for selecting objects according to client requests and added new services sms mailings for integration.

    2018. GEN CRM now has the ability to make calls from the system


    GEN CRM now has the ability to make and receive calls directly from the system using a headset. New feature will allow you to connect any telephony on the market (and not only Russian). The connection occurs by entering your SIP account data (easy and fast).

    2016. RosBusinessSoft CRM has learned to intelligently distribute incoming calls


    RosBusinessSoft CRM integrated with virtual PBX UIS. As a result of integration, system users were able to receive and process incoming calls in the program, and make outgoing calls in one click. Also, using the “Cold Calling” module, managers can now semi-automatically make mass “calls” to “cold” client bases. If an employee is not in the office and he has checked the “Transfer calls” checkbox in advance, then the call from his “Client” will be automatically forwarded to him at mobile phone. All calls, including missed ones, are recorded in the “Contacts” module and the manager (the manager himself) can listen to them at any time from anywhere in the world.

    2015. A full-fledged virtual PBX has appeared in Megaplan


    In service for collaboration and Megaplan business management, the built-in telephony began to work in full force. Now service users do not need to buy a separate PBX and integrate it. Call well to the right client or an employee can do it with one click directly from Megaplan. You can call abroad via IP telephony at low rates. Calls within the company are free. To receive incoming calls, you can link your number to the service or rent a new one (multi-channel with an unlimited number of extensions). In the settings you can set scenarios for processing incoming calls. The telephony widget does not interfere with taking notes during a conversation, learning about past agreements and assigning the next contact. Recordings of conversations are linked to clients and can always be listened to.

    2015. A2B system connected telephony to CRM


    The A2B business management system has integrated its CRM with the SKOROZVON telephony service. Now you can call clients with one click from just 40 kopecks per minute. Convenient calls and quick recording of results will allow managers not to waste time searching for the number of a contact person and dialing it into the phone. The SKOROZVON service provides the ability to record telephone conversations and stores them for up to 1 year (depending on the tariff). The A2B system also allows you to manage projects, control orders, and conduct planning. The cost remains from 500 rubles/month for the entire company.

    2015. FreshOffice CRM now offers virtual PBX and IP telephony


    All leading CRM systems integrate with leading virtual PBXs. For what? Because it's much more convenient. You can call clients directly from CRM, keep track of calls for each client, see a client card when there is an incoming call, control managers by listening to their conversations with clients. FreshOffice developers also first integrated with third-party PBXs, and then decided to create their own cloud PBX for maximum (native) integration with the CRM system. Moreover, the communication capabilities of the service already include email, newsletters and internal messenger. In addition, they also added their own service of cheap calls via IP telephony and the ability to connect a multi-channel number. It turns out that it is no longer a CRM, but a full-fledged virtual office. The cost of automatic telephone exchange is from 450 rubles/month. You have to pay extra for the number and calls.


    The online CRM system Clientobox now offers the opportunity to make cheap calls to clients via IP telephony. To call using Clientobox you need to click on any phone number in the system. All calls made within the framework of the transaction are recorded within the transaction. And inside the contact your employees called. A detailed report on calls, their duration, and who made them can be seen by account administrators in the “Calls” section in the settings. The Clientobox account administrator can enable telephony. Telephony is implemented using the voximplant.com platform. The cost of telephony is not included in the payment for the Clientobox service; calls are charged separately.

    2014. Megaplan integrated with virtual PBX Telfin


    The integration of the Telfin.Office cloud PBX and the Megaplan business automation system was carried out on the basis of the “Simple Calls” service. Megaplan users will be able to see the appearance of the calling client card during incoming call to your phone, which will save time searching for information about the results of previous negotiations. Combining the capabilities of PBX Telfin.Office and Megaplan will allow you to automatically record all conversations, store these recordings, as well as statistics - call history - in the client card. In addition, if you need to call the customer, you can dial his number directly from the Megaplan program window.

    2014. amoCRM integrated with virtual PBX Gravitel


    Integration of Gravitel and amoCRM services allows you to significantly increase the efficiency of the sales department and provides the ability to automatically distribute incoming calls to managers, automatically open a client card during a call (the manager can call the client by name and quickly receive all information about him), the ability to systematize and organize data by clients, the ability to track the number of sales and the quality of employee work in real time. To all amoCRM users, the Gravitel company offers connection to a multi-channel number in Moscow or St. Petersburg for 1 rub. (promotion valid until 1.09.14).


    The CRM module of the trade management service MoySklad now has the ability to make calls directly from the browser using the VoxImplant cloud platform. Now MySklad users can make cheap calls to mobile phones and fixed line a number of countries around the world, including Russia and the USA, directly from the browser without installing additional programs or extensions. New opportunity will allow trading companies to complete the migration of their business to the cloud. CRM in MySklad is fully integrated with other system capabilities and allows you not only to record the history of relationships with clients, but also to process customer orders, work with suppliers and maintain full document flow.

    2014. FreshOffice CRM is available new module for telephony


    In the FreshOffice CRM system, the telephony module has been completely redesigned, which allows you to make calls with one click from the counterparty’s card. The developers say that thanks to new platform, the telephony module now works stably and provides high quality communications. The updated module does not oblige you to work with a specific telephony provider; you yourself have the right to choose any service provider, connect to it and use Telephony without any additional integrations. They also promise that the system will integrate with any office PBX. In addition, new functions have appeared: the ability to transfer incoming calls to other subscribers, the “busy” function, which is useful if at the moment There is no way to answer an incoming call.

    2014. Video: why a CRM system should be integrated with an office PBX


    Sales managers (in all normal companies) use a CRM system. In addition, they constantly communicate with clients by phone. However, in most companies, CRM and telephony have nothing to do with each other. This short video, created by the experts at amoCRM, shows why it is profitable to spend some time and money to integrate your CRM system with an office PBX (or virtual PBX). This will make the manager’s work much more convenient and productive. He will be able to see the client’s card as soon as he calls, quickly make notes and set tasks during the conversation, call clients with one click directly from the CRM. And the manager will be able to better assess the employee’s performance and analyze the client’s situation based on call history.

    2013. RosBusinessSoft CRM integrated with Asterisk


    The RosBusinessSoft company has integrated its RosBusinessSoft CRM system with a server IP telephony Asterisk. As a result, users now have the opportunity to make calls directly from the CRM program, display information about the subscriber from the CRM system during an incoming call, and also receive calls on softphones and IP phones. In addition, for incoming calls, you can set up call forwarding depending on the manager responsible for the counterparty and more. Previously, RosBusinessSoft CRM was also integrated with Panasonic and Samsung mini-PBXs.

    2012. Saletex - service for creating discounts


    Discounts are the engine of sales. Everyone knows this, but not everyone uses it. Not out of greed, but simply because they don’t know how to design and organize it all beautifully. The Saletex service will help you do this in a few clicks. It allows you to place on your website (without any changes to the site itself) a floating bookmark like “Promotion!”, by clicking on which the visitor will be able to receive a discount coupon if he enters his name, email, and then phone number (after all, the coupon is sent by SMS). In addition, immediately after filling out the form, the sales manager receives a call from the service, and he can, by pressing a button, instantly connect with a potential client. Moreover, Saletex does not charge money for telephony services. He only takes money for completed forms. You get the first 10 forms (leads) for free, and for each subsequent lead you need to pay 40 rubles.


    Terrasoft presented new version Terrasoft CRM 3.3. It has updated the Projects section, intended for planning and monitoring the implementation of company projects in terms of labor costs and finances. Each project can have a multi-level structure and consist of stages, work, and tasks. A SWOT analysis function has been added, allowing you to make informed decisions on tactics for working with each client. The ability to generate prices according to various price lists, including taking into account promotional discounts and bonuses, has been significantly improved. Added the ability to access any entry in the system via a web browser. Added new section Calls, designed to receive, distribute and process telephone calls. User-friendly interface Call cards allow you not only to quickly make calls, but also to record all the basic information about the subscriber and the call, search for information on the topic of the call in the knowledge base, manage call connections, and launch a business process.

    2002. Avaya and Sputnik Labs will jointly promote CRM

    Avaya and Sputnik Labs announced the start of cooperation in the field of CRM solutions. As part of the signed partnership agreement, Sputnik Labs received the status system integrator Avaya by eCRM. Sputnik Labs helps large and medium-sized Russian companies build effective relationships with clients and partners based on modern CRM systems and their integration with other corporate systems. By joining forces, companies will be able to offer the market a comprehensive solution for customer relationship management, which will include contact management and elements of digital telephony; and CRM class systems that automate sales, marketing and customer support processes.

    IP telephony NEW

    The “Client Base” program now has an additional module “IP-telephony”, which allows you to make and receive calls directly from the program itself.

    What you need to know about IP telephony?

    IP telephony- technology that allows phone calls via the Internet. Integration of a CRM system with IP telephony allows you to solve many issues related to conducting work based on telephone conversations, makes it possible to record the stages and results of work with a client, as well as keep records and reports of conversations within the system itself. Therefore, in order to optimize the company’s work and increase the efficiency of business processes, an additional IP telephony module was created for users of the Client Base program.

    What do you need to know about IP telephony in the Client Base program?

    IP telephony in the Client Base CRM system is available for SAAS accounts, WEB and LOCAL versions. For IP telephony to work on local versions, you need an Internet connection.

    In order to configure and test the telephony module, you need to pay for your account (obtain a license), after which the module will be automatically activated. As a result, it will become possible to add and connect your registered SIP accounts for calls from the system.

    Important: The program guarantees that it will work only with operators from the list of recommended ones. A list of recommended providers is provided.

    Main connection points for the IP telephony module

    1. Have paid version programs.
    2. Register and connect a SIP account with any provider providing IP telephony services (it is possible to connect several SIP accounts).
    3. Configure the IP-Telephony module (according to the configuration example).
    4. Configure and connect an IP phone (physical or soft sip phone) in case of calls via a communication device.
    5. To make calls from a browser, be sure to use the recommended browsers: Google Chrome or Mozilla Firefox with update to the latest version.
    6. Test incoming and outgoing communications.
    7. Add other users of the system, having previously configured IP phones for them (physical or software SIP phone) in case of calls through a communication device.
    • Example of setting up an IP telephony module for paid accounts

    Basic settings for the IP telephony module in the "Client Base" system

    IP telephony module settings are available to users with the “Administrator” and “Subadministrator” access groups.

    Let's move on to a description of the module parameters.
    1. To do this, go to “Settings” - “Modules” and open the “IP-telephony KB (1.0)” module.

    2. A setup window will open additional module IP telephony, where you will need to add your SIP account, after which you can immediately begin testing calls from the program.

    Registration of a SIP account is carried out using the following input parameters: “Number”, “User”, “Password”, “Domain”, “Host”, according to the registration data received from your telephony provider, or data account VATS. A SIP account is a user account for accessing IP telephony, with which the subscriber can make and receive calls in the program.

    Important! In the “Client Base” system, you can add no more than 3 SIP accounts. At the same time, they are all active for incoming calls, but outgoing call is carried out from only one, as a rule, this is the first added SIP account. At the same time, incoming calls are available using the paid SIP account number (payment for the number is carried out on sites providing IP telephony services when registering a SIP account: sipnet.ru, zebra.ru, etc.)

    Today, there is a fairly wide list of IP telephony providers that provide communication services via SIP lines and virtual PBXs. you can check out our list of recommended telephony providers.

    The module has 3 modes for adding a SIP account:

    - SipOut account- integrated registration and authorization with the SipOut operator. Here you just need to enter your Login and Password if you have an account with this operator, or register it directly in the program without going to the provider’s website. After adding an account, its current balance from your personal account will be displayed next to this line.

    - another account- here you enter the parameters of a SIP account registered with any other operator. The input options are: “User”, “Password” and “Domain”.

    - extended- here you also enter the parameters of a SIP account registered with any other operator, but in an expanded view. Added “Number” and “Host” to the above list of options.

    The fact is that, as a rule, the “User” and “Number” parameters are identical, but in rare cases these may be different registration data (depending on the operator). The same with the “Domain” and “Host” parameters, by default they are identical, but depending on the operator or VATS they may differ. Some operators do not use standard port 5060, or something else. In such cases, it is necessary to specify the port separated by a colon after the host/domain name. For example, this is the UIS operator, in its case the “Domain” and “Host” parameters will have:

    Starting from version 2.0.8, the following appears in the SIP account settings: new parameter"AutoCorrect", which will allow you to produce automatic replacement numbers outgoing number. This solves the problem when a telecom operator requires a non-standard number format. For example, a Telphin operator who does not miss calls to numbers dialed after 7, in this case it is necessary to replace the first digit 7 with 8. To do this, you need to fill the input field with an expression of the form N/M, where N is a pattern (can be expanded regular expression), M - replacement string.

    The registration status of SIP lines also appears - a handset icon next to each line. If the line is registered on the server, the handset is green; no registration - red tube; intermediate stage of receiving status (waiting time for registration response) - gray tube.

    3. After adding and saving your SIP account, other basic module settings are revealed, which are formed with default values.

    • Call tables- by default, the table “Counterparties” (or “Clients”, depending on the current configuration) is automatically detected. You can change the default table or add as many new tables as you like, from which it will be possible to make calls if they contain fields with phone numbers. Tables are selected from the list of all existing tables in the system.
    • Call recording table- a system table is automatically generated based on the previously specified first conversation table; it will be located in the same category. It will record data about calls (date, number, direction, duration, which user made/received the call, as well as a recording of the conversation itself, etc.).

    Attention! Call recordings are stored on the telephony server for 1 month. In this regard, we recommend, if necessary, uploading call recordings to a file on your computer.

    • Users- here, by default, the first user is the one with “Administrator” rights who activated the telephony module (i.e. turned it on, added a SIP account and made other settings). The administrator adds other telephony users from the list of all existing system users.

    Important! Only users added in the module settings will have the right to make calls and also see the call table.

    When adding a user who can make calls, you must fill in the following parameters:

    User - selected from the list of all system users;

    Password - enter a password for the specified user;

    Number - enter individual number employee, in the format 102, 103, etc. (in other words, the employee’s internal number for calls);

    Receive incoming calls - this option allows you to receive incoming calls for the specified user if you check the box;

    Calls in the browser - when this option is enabled, it is possible to make calls directly from the browser through a connected headset. You can find out more about this mechanism. If you want to call through physical or softphones, then this parameter does not need to be enabled. Detailed information on how to set up and make calls via connecting phones (softphones) is provided in the instructions:

    These were the basic settings of the telephony module. There is also a section with additional settings. Let's look at them by clicking and expanding the list of parameters:

    • Greetings- a greeting file in mp3 format is loaded into this field. Important! It is worth considering that an incoming call to the system will only come when the greeting has completely ended. Therefore, it is advisable to formulate the greeting text with fairly minimal content.
    • Default number prefix (for example, 495)- enter the city code, which is taken into account when making calls.
    • Exit prefix to international direction (for example, 810)- enter the country code to access the international call direction (starting from version 2.0.10).
    • Prohibition on calls by country code (separated by commas, for example: +7,8)- here city codes are indicated, separated by commas, for which it will be impossible to make calls.
    • Local number length- you can set a fixed length of the local number, which is important when the telecom operator requires checking the length of the local number.
    • Add. number processing rules- you can set the necessary rule for processing numbers, according to the rules of the connected telecom operator, a rule of the form: _XXXX, where after _ the specified length of numbers is indicated (starting from version 2.0.10).
    • Forwarding on no answer to- indicates the number to which an incoming call will be forwarded in case of problems with telephony, or if at that moment there is not a single active telephony user in the program who could receive the call.
    • Dialing- this field indicates the dialing time in seconds to the forwarding number. Default is 15 seconds.
    • Allowed directions- select directions for which outgoing calls from the program will be allowed. Since version 2.0.9. it is now possible to include calls to all international destinations with access restrictions for telephony users.
    • Delete call recordings older than 30 days- noted if it is necessary to delete old calls from the table, so as not to load the system with unnecessary (irrelevant) information about calls older than 30 days.
    • Program address for communication with the server- the address of your program is written here. This address is necessary to send the current telephony status (for example, incoming calls, active conversation) to the current instance of the “Client Database”. Having the correct address for communication optimizes the work of the SIP server with the program.Important! For this option to work, the Memcache module must be installed on the web server.
    • Automatically adding telephony users by access groups-here it appears full list all available access groups. Here you can mark those groups whose users, when added to the program, will automatically be added as telephony users.

    For example, for automatic adding For telephony users, select the “Administrator” access group.

    In the “Settings” - “Users” section, add a new user and assign him the “Administrator” access group.

    As a result, if we go to the “Telephony” section, we will see that our user was automatically added as the next telephony user, with a serial internal number 102, and accordingly, a generated login and password.

    Attention! The “Login” field is generated automatically after adding and saving telephony user settings. In SAAS accounts, the login is generated based on two indicators: “account name”_ “user internal number”.
    For example, account name: tell.site.
    Then for a user with internal number 101, the login will be generated as: “tell_101”.

    As for the WEB/LOCAL versions, here the telephony user login is generated as follows:
    “version type”_ “12 unique characters (license key code)”_ “user internal number”. That is, as a rule, 20 characters for web versions and 22 characters for local versions.

    For example, for web versions the “Login” field looks like this:

    • Hide phones for groups- here you can enable hiding phone numbers for certain program access groups.
    • How to hide phones - You can set the hiding mode: completely or hide a specified number of last characters.

    If you select “Completely”, then for the specified access group the numbers in the call table and in the call cards will be completely hidden, that is, only the green call handset icon will be displayed in the “Phone” field:

    If, for example, you set “Replace the first 3 characters with asterisks”, then for the specified access group in the call table and in call cards the first three characters of the number will be hidden with asterisks:

    • Disable the reminder to open the telephony window- the ability to disable reminders about opening the call window each time you enter the program. Attention! The call window must always be open in one of the browser tabs, otherwise you will not be able to receive an incoming call!

    6. In the IP telephony settings window at the very end of the page, there is a “Disable” function button, by clicking which you can disable a previously configured module.

    When you try to turn off the telephony module, a system warning message appears:

    If you click "Yes" in the window system message, then all telephony settings will be deleted (SIP accounts, the “Call Recordings” table, etc.). When you re-enable the module, a new “Call Recordings” table will be automatically generated, while the previous one will be deleted, and new passwords will be generated for all telephony users (logins remain the same). Therefore after restart You will also need to update passwords on your users' softphone accounts.

    Example of setting up the IP telephony module for paid accounts

    Let's consider concrete example IP telephony module settings.
    1. Go to “Settings” - “Modules” and open the “IP-telephony KB (1.0)” module.


    2. The settings window for the additional IP telephony module opens. Here you just need to add your SIP account; the remaining parameters are generated automatically by default. Adding an account:

    After saving, the parameters that have already been generated are revealed:

    3. Now go to the “Counterparties” call table.

    4. In fields containing phone numbers, the handset icon is now displayed when you hover over it.

    5. Next, let’s look at what the process of making an outgoing call on behalf of an administrator looks like. From the list of table entries, select the client we want to call. In our example, this will be the client “Lyubov Romanovna”. Click on the handset icon directly from the table. As a result, the call starts and the outgoing call card appears in the lower right corner.

    Card outgoing call contains information, or rather those fields that were specified in the settings, i.e. This:

    - Number— the client’s actual phone number;

    - Card— client’s name;

    - Status- current status of the client;

    - Email— postal address client;

    - Manager— the name of the manager who works with this client.

    When making an outgoing call from the CRM system “Client Base”, the call is sent to the user on his configured phone, he picks up the phone, after which the call goes to the client who was selected from the table. Thus, the process of telephone connection occurs through the IP telephony module.

    If the client picks up the phone and has a conversation on the phone, the conversation report is automatically entered into the “Conversation Records” table. To view a recording of a conversation, go to the “Call Recordings” table; in the recording viewing mode, the following data is displayed:

    The following data is recorded here:

    - “Start date and time” - the date and time the conversation started is recorded here;

    - “Duration” - the duration of the conversation is recorded here (in seconds);

    - “End date and time” - the date and time of the end of the conversation is recorded;

    - “User” - indicates the name of the user who made this call;

    - “Number” - the field contains the client’s phone number;

    - “Direction” - indicate the direction of the call (incoming/outgoing);

    - “Record” - the recording is recorded telephone conversation with the client;

    - “Client” - displays the client’s name.

    Starting with revision No. 15,795, it became possible to download conversation recordings using the special “Upload recording” option.

    You can upload it as a separate conversation recording in viewing mode:

    So, several records at once, highlighting them in the table (for example, by calling the “Upload record” option through the context menu):

    When uploading records:

    One file is downloaded in the format “id_phone number_date.mp3”;
    - when selecting several recordings - several audio files of the above-described format are recorded into one zip file records.zip.

    6. The process of an incoming call is almost the same as an outgoing one. That is, when an incoming call is received in the “Client Database” system, the call is sent to the user to his configured telephone set, and the system will also display an incoming call card in the lower right corner, indicating all previously configured data fields. In the same way, a record of the conversation that took place will be recorded in the “Conversation Records” table.

    The American company Six Pack Shortcuts calculated: after integrating CRM and IP telephony, their sales of fitness programs increased by 227%. Impressive, isn't it? Let's look at how calls work in CRM and what benefits such integration gives to a business.

    In SRM, telephony works like everyone else, that is, it allows you to make calls to clients via the Internet without landline phone. All you need is a computer and a headset. VATS, or IP telephony, has a number of advantages over traditional PBXs: multi-channel, the ability to connect a voice menu and distribute calls, and also save on communications. And if you also set up the integration of telephony and CRM, you will get much more advantages.

    Recording calls in CRM

    Many companies combine CRM and IP just to record managers' calls. In CRM, call recordings are stored in a client card in chronological order: the manager can always listen to the conversation in order to refresh his memory of the details. If the client is transferred to a new manager, he will quickly get up to speed by familiarizing himself with the history of calls, letters, and transactions. For a manager, this is a way to evaluate the work of employees: find out whether they use scripts, in what manner they conduct a conversation, what typical mistakes allowed. If necessary, recordings can be downloaded to your computer.

    Call analytics in CRM

    Integration of a CRM system with telephony is the most convenient way...identify lazy managers. Thanks to detailed analytics in the SRM, a manager can find out at any time:

    • the number of calls made by the manager per day, week, month;
    • dynamics of incoming calls;
    • comparison of call dynamics of individual managers;
    • the total number of calls of each of them in the pie chart.
    Call reports to

    This is especially true for companies that specialize in telephone sales. Thanks to the call analytics available in CRM, the manager immediately sees how hard his managers are trying.

    Individual approach to the client

    If you are used to communicating with clients as best friends, then you will probably enjoy receiving incoming calls in your CRM system. Telephony integrated with CRM allows you to recognize the client’s number and redirect the call to the responsible manager.

    In the corner of the screen he sees a notification window with the client’s name. The manager presses him, picks up the phone, and a customer card with detailed information about the interlocutor. Not only contacts and data about the current order are stored here, but also the entire history of working with the client:

    • all calls and letters;
    • notes left by the manager during communication;
    • tasks assigned and meetings held;
    • purchases, invoices, payments;
    • documents, photographs;
    • any necessary information in custom fields: car make, policy expiration date, client’s special wishes, etc.

    Combining a CRM system with telephony allows the manager to receive all necessary information about the interlocutor directly during the conversation. As a result, each customer will receive maximum attention and feel like your most important customer.

    Call scripts in CRM

    Scripts are ready-made scripts conversations with the client, for example, how to handle a price objection, what additional services offer. Ready-made scripts can be integrated into a CRM system - this is very convenient: the manager will know at every moment of the conversation what needs to be said in order to bring the deal to the final.

    True, this function is not found often. For example, it is in: scripts can be written for each stage of the transaction. For example, a manager has moved to the “price approval” stage - the CRM system automatically shows him a script for processing price objections.


    Employee plan

    Integration of SRM with telephony allows you not only to obtain statistics on the work of personnel, but also to set personal goals for them: plans for the number and amount of processed applications (for example, for a call back), created contacts or companies. The progress of achieving goals can be tracked directly through the desktop on a special widget.

    One-click calls from CRM

    Integration of a CRM system and IP telephony simplifies searching and dialing. A manager can make a call from any section of CRM: from a client or transaction card, from a general table with call history, and even from a board with tasks. When you hover the cursor over the client's name, a window pops up with the active phone number and by email: Call or send an email in just one click.


    Section with calls to

    They say that in a well-built system, even a monkey can sell. This is, of course, an extreme, but it’s hard to disagree with the general message. With a streamlined workflow, managers focus entirely on sales and closing deals is much easier. Konstantin Chervyakov, commercial director, tells how to achieve this using the integration of CRM and telephony.

    Almost all more or less serious companies have CRM. No one will argue that this is the most modern solution most of the problems of “sales people”. But, on the other hand, in some ways CRM is not so far from the good old Excel tables and Google.

    Judge for yourself. A potential buyer contacts the company or the manager contacts the client himself - what happens next? That's right, you need to drive it in with your hands contact information, transaction data, create a task. In total, 10-15 minutes after each call are spent on routine actions that are not directly related to sales. But during this time it was possible to make another call or start preparing a new presentation - in a word, spend these quarter of an hour with greater benefit.

    And that's not the worst part. Wherever we are talking about human attentiveness, errors inevitably creep in. Especially when there is a large flow of requests. A mistake in the name, a missing number in the phone number, an incorrect date for the appointment - and that’s it, goodbye to the sale. So it turns out that with such a waste of time and inaccuracies in the data, it is only possible to talk about it with a stretch.

    But can it be otherwise? Yes. Clients contact most companies by telephone. Therefore, by directly linking CRM with telephony, you can take the work of the sales department to a completely different level. In this case, call data will be transferred to the system automatically. Here, for example, is what leads created based on phone calls look like in Bitrix24 CRM:

    How does the combination of telephony and CRM work?

    Without going into the differences different ways connections, then the outgoing call occurs as follows:

    1. The manager selects a contact in CRM and clicks on the call icon or calls directly from the client card.
    2. The system dials the client and a conversation takes place via a VoIP device or using headphones and a microphone.
    3. After the conversation ends, CRM displays detailed information about the call.
    4. The manager must choose further actions: create a contact or lead, deal, task, add a comment to a call, etc.

    If the client calls himself, a call window appears in CRM. If this person’s contact is already in the database, then the window shows who is calling and displays additional information about the caller. After the conversation, the system records the fact of the call and. If he calls new client, then the system will offer to create a contact or deal. In both cases, the manager can leave a comment about the conversation.

    What does the integration of CRM and telephony provide?

    Automation of business processes

    Imagine how much time the sales department will save if call data appears automatically in the CRM. Especially considering the fact that most people type slowly. Yes, the employee will have to spend a few minutes leaving a comment or choose to create a deal over the call. But this cannot be compared with the amount of “bad” work that has to be done without integration.

    In addition, all data collected by the system is error-free. And the sales department begins to work like a conveyor belt - a call, a task, a deal. The manager will not forget to move on to the next step, because the system itself will offer to select it. For example, make up commercial offer after talking with an interested client or setting up a meeting, as in the example below:

    And it’s convenient for managers to contact clients directly from the browser or CRM. To receive or make a call, just one click is enough.

    Detailed information about the work of the sales department

    Without connection to telephony, the head of the sales department can only rely on the responsibility of the manager. Did he forget to enter the fact of the call into the CRM, did he correctly indicate how the conversation ended, why the deal fell through, etc. Therefore, it is easy for an employee to create the appearance that he is working tirelessly, but there are no sales, because the product is bad or the marketer “ caught up." In this case, the manager works blindly - after all, he will not be able to verify this data.

    If CRM is integrated with telephony, then it is very easy to understand how things are going with calls in general and for specific employees in particular. The system receives data such as:

    • number of answered and missed calls;
    • who received or made the call - in this case the task is assigned to the responsible manager;
    • duration of telephone conversations;
    • number of outgoing calls for the selected period, etc.;
    • audio recording of conversations.

    Based on them, we can conclude how effectively a particular employee works. Find out if he misses calls, listen to how correctly he communicates with customers. The latter is especially valuable for their prevention.

    The manager sees calls along with other activities of the sales department. He can compare how much more or less they have become over a specific period. And integrate telephone communication with clients into the sales funnel. All this will help monitor the efficiency of the department and monitor the role of calls in closing deals. Below is an example of a project from Pipedrive integrated with Ringostat.

    A “sales person” who uses the integration of telephony and CRM becomes a bit of a telepath. When receiving an incoming call regarding an existing transaction, he knows in advance who is contacting the company and can immediately address the caller by name. It can also automatically open a customer card. In it, he will see what products this client has already purchased and can choose the appropriate communication tactics. This approach increases customer loyalty and the chances of closing a deal.

    Integration with telephony is useful for training new employees. To do this, you need to filter closed transactions and retrieve audio recordings of conversations on them. They can be given to beginners to listen to, so that they adopt the techniques of their more successful colleagues.

    Another plus is flexible integration settings, if any. In this case, you can configure different scenarios for the distribution of incoming calls, and the logic by which those responsible for transactions created based on calls will be assigned. Also, such integration allows you to reduce the number of missed requests by means of notifications about them.

    For example, Ringostat has integrations with three CRMs. They work according to general principles, For example:

    • creating leads, contacts, tasks and deals upon calling - this depends on whether the client is already in the database, which allows you to avoid creating duplicates;
    • if a call is missed, a task is assigned to the manager responsible for the transaction - he will see a notification about this in the CRM;

    • after incoming and outgoing calls, call recordings are attached to tasks;
    • If a call regarding an existing deal is not accepted by a responsible manager, then a task is created for it with an attached audio recording of the conversation - so the manager can find out what the colleague was talking about with his client.

    You can read how this works with live examples in the article about one of the integrations. All this increases discipline in the sales department and conflicts on the topic “this is not your client, but mine.” As a result, managers are exclusively focused on closing deals and improving their skills.

    At the beginning, we mentioned that you can connect to CRM not just SIP telephony, but also call tracking (call tracking). In this case, you get two in one - both a virtual PBX and analytics. It’s one thing to simply convey the fact of a call to a deal, and quite another to understand which advertisement the client came from.

    When integrating CRM and call tracking, after each call you see which advertising source led to it. The information is as detailed as possible - this is the source, channel, campaign and even keyword.

    This allows you to see directly in your CRM where your marketing budget is going. And understand which campaign led to the closure of deals, and which ones were not called at all or called for irrelevant reasons. Besides, CRM integration and call tracking is already a step towards building end-to-end analytics. And understanding how every penny invested in advertising worked out. And for business, return on investment is a very pressing issue.

    Resume

    Sometimes integration can be called completely different things. Therefore, the very fact that CRM has it may not mean anything. It may not have the functions you need or may not fit the logic of task distribution.

    So test and test again. Most reliable services provide a trial period. This is an excellent opportunity to see the capabilities of CRM and related telephony. Request a demo presentation and feel free to ask questions technical support- otherwise you risk getting an ungreased cart instead of a super-powerful rocket.

    Connecting a cloud PBX using the example of the Zadarma service

    Bookmarks

    Virtual automatic telephone exchanges (PBX) do not involve the work of an operator, do not require the purchase of special equipment, and their setup takes no more than one working day. Provide an office telephone communication possible using dozens of services. For the client, the difference will only be in the number of functions, ease of use and tariff schedule.

    The site contains instructions for entrepreneurs on how to set up a “cloud” PBX and combine it with a CRM system.

    The material was prepared with the support of the service.

    Virtual PBXs “telephonize” businesses (even those distributed in different cities or countries), create a structure for a call center almost free of charge and allow you to integrate your client base. Virtual PBX services are created in such a way as not to use programmers - all settings, for example, with a CRM system, are performed without programming skills.

    According to representatives of the Zadarma service, connecting to their virtual PBX takes no more than five minutes. It will take another five minutes to integrate with Bitrix24, AmoCRM or other CRMs.

    1. Registration and tariffs

    In Zadarma standard process registration - the client needs to enter a name, email address and password. You do not need to send any documents until you purchase the number.

    After registration, the client selects a tariff. The service provides 30 test minutes or 20 rubles depending on the tariff.

    • The “Standard” tariff is suitable for starting any company. There is nothing in it subscription fee, no minimum payments, per second billing and 100 free minutes per month after replenishment. Discounts are possible for large clients.
    • The Economy tariff is for those who make few calls, but the conversation lasts several minutes. Calls are charged per minute, but the cost of calls is even lower than in the “Standard” tariff.
    • Corporate rate– the largest package: 5000 minutes, 20 lines and per-second billing. Cost 3200 rubles per month. The tariff can be scaled by two, five or ten times for medium and large businesses.
    • There are also Free and Unlimited plans, but these are single-user and only provide one calling line: generally not suitable for business.

    You can top up your account using: bank card, and with the help payment services: “Yandex.Money”, QIWI, WebMoney and others. A corporate connection is available for businesses, you can make payments by bank transfer and receive a full set of documents for accounting.

    2. Select a number

    After connecting and choosing a tariff, the user needs to decide on a number. For example, if some of the entrepreneur’s clients are located in another country, it makes sense to register two numbers - one Russian, and the second in the country with the client base


    Connection process foreign number no different from standard

    3. Final setup and integration with the client base

    Zadarma has a setup wizard that guides the client through the main stages: creating internal numbers, connecting an external line, setting up a voice menu and integrating with CRM.

    Creating internal numbers

    At the first stage, the client indicates the number of numbers he needs. Most often, the number of rooms equals the number of employees. For example, if there are ten people in a company’s call center, then the same number of numbers will be needed. Sometimes there are situations when more numbers are needed. For example, if one person is responsible for several areas of activity - sales and technical support. Zadarma supports up to 50 active numbers and their number can always be increased by personal account.

    External Line Connection

    The outside line is the number that customers will call. By default it is connected phone number(or numbers). However, if the company still has old number, to which clients can still call, it can also be connected to the PBX.

    Voice menu

    By setting up the voice menu, you can enter text that will be read by the robot. Voice menu items are also created here. When creating, it is worth considering some features. For example, do not put more than five menu items and start with priority areas. If customers most often call the sales department, then their point in voice menu must go first.


    Connecting the PBX to the client database

    The Zadarma service gives clients the opportunity to connect their PBX to five CRM systems for free: Bitrix24, AmoCRM, PlanFix, RetailCRM and U-ON.Travel. This integration allows you to call clients from cards in the CRM system, see the client’s photo when calling, record conversations in CRM and analyze statistics. Integrations with other popular CRM systems will appear soon.


    There are several advantages of such integration. Firstly, the company's management can receive all the information about the client and his interaction with the company in one place. Secondly, the company does not lose a single call - all missed calls or unresolved problems are noted in the CRM.

    4. Additional features

    Organizing the call process and integrating telephony with CRM are the main functions of the PBX. But there are others that are used less frequently, but are useful in special cases. For example, in Zadarma you can create conferences among employees. You can also connect to them remotely by dialing your office phone from your mobile phone.

    To increase conversion, you can install a widget on your website call back. You need to choose a design and get a code for the site: the service is free, but you only have to pay directly for the calls themselves at the chosen tariff.

    After integrating the PBX with the client base, you can connect call recording. Then all calls with the client will be stored in his card.

    If a business’s call center does not operate 24 hours a day, there is a “Opening Hours” function in your Zadarma personal account. Activating it transfers all calls outside of business hours to an answering machine. For the same case, forwarding is needed - if the employee is not in the office, calls received on his work phone will be forwarded to his mobile phone.

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