By enabling internal and external communication and routing calls to the correct people, private branch exchange (PBX) systems are an essential part of your business. Cloud PBX solutions can offer even more value by providing near-infinite scalability and lower costs, breaking free of the constraints of on-premises and hosted PBXs.
Yet migrating to the cloud isn’t the only way to get more from your PBX solution. Customer relationship management (CRM) solutions are also an invaluable tool, helping your business keep track of every interaction with your customers and prospects. Integrating your cloud PBX with your CRM system will provide a variety of benefits and synergies.
In this article, we’ll discuss 4 excellent reasons to perform a cloud PBX-CRM integration.
1. Higher productivity and efficiency
To maximize your company’s revenue, your salespeople must build high-quality relationships with customers and prospective customers. Helping you stay connected with customers and up-to-date on these relationships is an essential function of CRM software.
Without PBX-CRM integration, however, it becomes more difficult for salespeople to track their interactions with customers over the phone. Data will have to be entered manually into the CRM, wasting valuable time and effort. According to HubSpot Research, salespeople spend 17 per cent of their time on data entry, and just one-third of their time on actually selling.
By performing PBX-CRM integration, salespeople have easier access to the information they need to do their jobs well, making them more productive and efficient. For example, sales call history, call recordings, and voicemails can all be automatically sent from your PBX system to your CRM software.
In addition, by integrating your PBX and CRM systems, sales agents have access to real-time information about the person at the other end of the line. This can help your salespeople make more convincing and compelling arguments, and ultimately close more deals.
2. Breaking down data silos
The explosion in big data means that organizations have more information at hand than ever before. According to a survey by IDG, the average company now manages 163 terabytes (163,000 gigabytes) of data.
Unfortunately, far too much of this data remains inaccessible to the people who truly need it. Business experts have coined the term “data silo” to denote the phenomenon in which a repository of information is restricted for the use of only one team or department, whether intentionally or unintentionally.
Data silos are a serious impediment to effective business operations and obtaining valuable data-driven insights. In a 2018 Adobe survey, 37 per cent of respondents said that data silos are one of the main challenges in creating a single view of a company’s customers.
PBX-CRM integration is an essential tactic for breaking down data silos within your organization. By ensuring the free flow of data between these two systems, you’ll help every employee gain access to the information they need to excel at their jobs.
3. Improved BI and analytics
Without a keen understanding of your customers and your business processes, you’ll struggle to keep up with your data-driven competitors. The good news: by breaking down data silos via PBX and CRM integration, your organization will enjoy access to better business intelligence and analytics.
For example, sales managers need to see how their salespeople are performing to handle each customer relationship with the care that it deserves. If a specific sales agent has phone calls with a particular customer that are longer than average, managers can investigate and take the appropriate action. This could be sending the customer relevant resources, or assigning a second agent to help out with the account.
What’s more, by tracking the most important sales and customer metrics and KPIs over time, you can judge the efficacy of your business practices on a long-term basis. Having more information about your customer relationships and the inner workings of your sales team is always a net positive, making this one of the most significant advantages of PBX-CRM integration.
4. Happier customers
The primary goal of any CRM software should be to improve your relationships with your customers. Integrating PBX and CRM systems ensures that your customers and prospects will always be treated with the care and respect they deserve when they call you.
PBX-CRM integration makes people on both sides of the call happier. Your business has access to real-time calling data about the customer and your previous interactions. In turn, you can use this data to tailor your sales pitches or better anticipate the customer’s questions and demands.
When a customer places an incoming call, support agents can automatically view their personal information and profile, including any previous interactions between the customer and your business. Customers who are calling to follow up about a technical support issue, for example, can be directed to the agent who previously handled their call.
Ultimately, integrating your PBX and CRM systems leads to shorter wait times, shorter calls, and more satisfied customers.
Integrations are a hot IT topic these days, as organizations of all sizes and industries seek to bring the separate parts of their business closer together. PBX-CRM integration is a powerful and effective tool for improving sales productivity, getting smarter data-driven insights, and delivering a superior customer experience.
Telavox offers a mature, feature-rich cloud PBX platform that can easily integrate with a variety of third-party business software, including CRMs like Lime and Upsales. To learn more about how you can unlock more business value with Telavox, get in touch with our team today for a free demo.