If your employees never talked to each other, you would probably have a hard time getting anything done. In fact, communication issues can lead to all sorts of bad outcomes, including higher turnover rates, dissatisfied customers, and even a higher likelihood of litigation.
You can think of the pieces of your technology infrastructure as employees. If your phone and your CRM don’t talk to each other -- or can’t talk to each other -- you can have major problems.
Luckily, integration between your VoIP and CRM is possible, if you know how to do it. Following are a few expert tips to make sure that you leverage this type of integration for maximum business results.
Take Advantage of the Data
There are a few ways to look at the benefits of a VoIP system and CRM that can talk to each other. The first is internal while the second is external.
Internally, a VoIP CRM integration can save your employees a lot of time. When customer service reps have all the information, they need on the customer problem as soon as the phone ring or when sales agents can quickly reference previous calls and conversations, you simply make things more efficient internally.
Beyond this efficiency, you can collect and reference a lot more data about your customers. Be sure that you are taking advantage of this capability by setting up fields in your CRM that can act as data points for you. For example, you may want to know whether a new call is coming from a cell phone, or the time of day a prospect prefers for you to call. If you are not collecting data, you are leaving possibilities on the table.
Indeed, the data collection aspect of the VoIP CRM integration is key to the biggest external benefit: improved customer experience.
Focus on Customer Experience
When it comes to external benefits, you need to use your VoIP integration capabilities to make the experience for your customer better. Improved customer experience is one of the most valuable pieces of the VoIP CRM integration.
You can improve, track, and measure customer experience by making sure you know exactly what the communication journey looks like that most of your contacts take. Are your callers usually bouncing around from rep to rep? Are they on hold for a long time? You should address whatever it is that is causing frustration for your customers as soon as you see the problem, and you will only see the problem if you look at the data.
Customize the Integration
Some VoIP CRM integrations are sold as a package. While this type of integration can be seamless, it is not always customizable. If you decide to seek out a VoIP integration that is not native to the system you have, be sure to work with your vendor to create an integration that works for your specific needs. In some cases, you may want to add custom fields to your CRM records or enable specific pop-ups in your representative interface. Off-the-shelf solutions may work in some cases, but they are not going to give you the full benefits of a custom solution.