Five Rules for the Integration of IP-telephony (IP PBX) and CRM
Now let’s look at the rules for IP-PBX integration in more detail.
Divide new and existing customers
We use different schemes of work for the first calls to the company and calls from existing customers. If the sales manager already leads this customer, then all calls must go to him. We use a scheme of parallel dialing – the call goes simultaneously to the IP-phone and to the mobile manager. If the employee is out of the office, he will pick up the phone anyway. In this case, the CRM mobile application with synchronization of contacts will show the client’s name in order to address it personally.
Create deals and contacts for new calls
For each call from a new client, we create a deal for the first funnel status, contact and task to it. And we use the distribution rule. It is necessary that active managers (the manager puts it through the graphical interface) receive calls evenly. So we distribute the load to sellers and do not miss a single customer. Even if the client calls the one in the morning on Sunday and no one answers the call, on Monday morning the manager will wait for the deal with the expired task at CRM.
Set tasks and require results for each incoming call
For each call, we create the “Answer incoming call” task so that managers can unsubscribe from the result and do not forget about the client. If the call was taken outside the office, the next day the manager will again wait for the expired task. It is necessary to record the result of the conversation: this will help record the call, which is saved and loaded into the client card in CRM.
Translate calls depending on the funnel stage
This story is important to those in whom the company sells more than one department or there is a production. For example, before the stage of the meeting, a call center works, and after that – sales department managers. Then the scheme is configured so that when an incoming call, check the status of the client in the CRM and send the call to the desired department. So that without any “switch to the sales department.” Clients with successful transactions can immediately switch to the escort department.
Consider the effectiveness of advertising channels (count-tracking)
Let’s say you have 10 sites: a site, banners on the streets, Avito … How to calculate the effectiveness of these advertising sources, not manually? To do this, we buy 10 numbers and a call to a certain number, when we create a customer card in CRM, immediately fill the source of the call in an additional field. Now in the CRM filters, it’s easy to see how many calls there were from Avito and how many of them turned out to be sales. Just a few clicks, no manual information from the ATS statistics.
The rules are very simple. Unfortunately, 9 out of 10 small businesses do not use them. Implement automation – this will make the sales department a competitive advantage. This is not difficult, and the efficiency of work is greatly enhanced. Successful sales and great conversion!
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