Course Overview
IntermediateIT & SystemsOperations
CRM & Phone System Integration Basics
This course teaches teams how to plan, connect, and operate an integration between a CRM (e.g., Salesforce, HubSpot, Microsoft Dynamics 365, Zoho) and a unified communications business phone platform. Participants learn the benefits of integrating their CRM with their phone system and details on features like click‑to‑dial, screen pops, automatic call logging and recordings, voicemail‑to‑CRM, SMS logging, analytics, and governance.
Why this course matters
- Streamlined communication and faster response times through a unified workspace for voice, chat, and CRM data.
- Higher agent productivity via automation: click-to-call and auto-logging reduce manual work and errors.
- Avoid common pitfalls: data silos, mismatched fields, one-way syncs, inflated costs, and compliance issues.
- Revenue and cost benefits by centralizing interaction data for better analytics and decisions.
Who should attend
- IT administrators responsible for phone systems and CRMs
- Sales, support, and customer service managers
- Business and operations leaders
What you’ll learn
- Integration Landscape & Methods - Compare native connectors, out-of-the-box integrations, third‑party automations, and API‑based builds.
- Core Telephony‑CRM Features - Configure click‑to‑dial, screen pops, automatic call logging, voicemail‑to‑CRM, recordings, and SMS logging.
- Data Model & Mapping - Map Accounts/Contacts/Leads; normalize phone numbers; set two‑way sync; understand matching rules and duplicate handling.
- Workflow Automation - Trigger tasks, follow‑ups, and campaigns from call outcomes to eliminate after‑call work.
- AI Assists - Available AI tools that help capture transcripts, action items, and enhance outcomes.
- Call Routing with CRM Context - Use history, segment, or tier to route to the best agent and improve first‑call resolution.
- Analytics & Reporting - Build dashboards for call volume, handle time, outcomes, agent productivity, and pipeline impact.
- Solution Evaluation - Compare feature sets and compatibility across common CRMs and Unified Communication platforms.
Practical applications
- Sales UX - One‑click dialing, logged outcomes, and automated follow‑ups improve sales velocity and forecasting accuracy.
- Support UX - Screen pops surface history and preferences for faster resolutions; recordings/transcripts strengthen QA and coaching.
- Operations - Enable accurate analytics that highlight bottlenecks and ROI from integrated calling workflows.
Syllabus
Prerequisites
- Basic familiarity with your CRM objects and fields (Accounts/Contacts/Leads)
- Access to your UC/telephony admin or integration settings
- Recommended: admin or integration-level permissions in both systems
Instructors
Output Workshop