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The Missing Link in Cloud Telephony | The Critical Role of CRM

Cloud Telephony Solutions are useful there is no denial in that.

Just that – using Cloud Telephony without a CRM is NOT ENOUGH from the Business Perspective.

I am sure you are surprised after reading the above statement.

Well, the further you will read this article, the more surprised you will be. So stick till the end.

So for those who are hearing cloud telephony for the first time, let me quickly explain what cloud telephony solutions are..

What are Cloud Telephony Solutions?

Cloud telephony solutions are telecalling solutions that allow you to make outbound calls and receive inbound calls from any Internet-connected device. As it is a cloud based solution, it eliminates the need for traditional phone lines & Hardwares.

Cloud Telephony solution comes with powerful features like call routing, voicemail, call recording, and interactive voice response (IVR).

Even though it has everything, yet it is incomplete. I'll tell you how,

Majority of Cloud telephony Solutions don’t have a built-in CRM. Now you would say, how does it affect me & my business?

To understand this better, let us understand the concept of Efficiency and Effectiveness.

But before we do that, let us quickly understand what CRM is.

If you already know what CRM is, you can jump directly to the Efficiency vs Effectiveness section.

What is CRM?

CRM stands for “Customer Relationship Management” and it is a software that allows businesses to effectively manage their Sales, Marketing, Helpdesk and other business functions.

“CRMs are not an alternative solution to cloud telephony, it’s a solution that completes Cloud Telephony.”

CRM is not ERP, CRM can’t measure Money and Material. It is used to manage People and Processes.

Understand the difference between ERP & CRM from here….

Play Video

The Concept of Efficiency vs Effectiveness

Let us first understand what I mean here by Efficiency.

Normally, when you use Cloud Telephony, you get complete CDR info such as Call Date, Call Time, Source, Destination, duration as well as call recording.

Additionally, the solution can provide your various reports such as,

Total calls made by agents,
Number of calls that were held or unheld,
Total call durations of agents,
Top performing agents,
Top Customers and more.

These reports can provide you deeper insights on – How efficient your agents were, who was more efficient and who was not.

But these insights are not enough. Because, If your calling solution doesn’t have a built-in CRM (or if it is not integrated with CRM) then you would never know the effectiveness perspective of your tele-calling efforts.

And Efficiency shouldn’t be confused with Effectiveness.

When your cloud telephony is integrated with CRM, you would know what was the outcome of the call.

Was the sale closed after Call?
Was the ticket resolved after Call?
Was the renewal collected after Call?

These are the outcomes of the call.

Your Cloud Telephony Solution would tell you the call duration of a call made by your agent. But it fails to tell you the outcomes of the call.

Apart from this, cloud telephony solutions can not give your agents call reminders, this is possible only if you use CRM along with Cloud Telephony.

Play Video

Let’s understand Efficiency vs Effectiveness with an example:

Let’s say we have 2 Agents, Suresh & Ramesh

Suresh has done 20 Calls with a total duration of 120 Minutes, and Ramesh has done 12 Calls with a duration of 120 Minutes.

Agent	Calls	Duration (Minutes)	Efficiency (Number of calls per hour)	Average Talk time
Suresh	20	120	10	6 Minutes
Ramesh	12	120	6	10 Minutes

It’s very simple to extract the above analytics from Cloud Telephony.

Now the current number tells that Suresh is more efficient than Ramesh as he has done more calls in the same call durations. The average talk time also proves that Suresh can handle more calls in the same time bound.

Now let’s take this analysis to the next level. Let’s assume that we have integrated Cloud Telephony with CRM.

And when we further analyzed the efforts of Suresh and Ramesh, we found out that Ramesh has closed 8 leads out of 12, whereas Suresh has closed only 5 leads out of 20.

Agent	Calls	Duration (Minutes)	Closure	Effectiveness (Closure/Calls Ratio)
Suresh	20	120	5	25%
Ramesh	12	120	8	66.66%

This shows that Ramesh’s effectiveness is more than that of Suresh. Although his efficiency was lower than that of Suresh.

Now according to you, who is better, Suresh or Ramesh?

Agree or disagree, at the end of the day, if you look at it from a business perspective, we need more people like Ramesh

Problem: The Missing Link

The Solution is simple, you being an owner or team leader, need to have a track of your agents effectiveness. And this wouldn’t be possible with Cloud telephony alone.

Hence you either need CRM Integration along with Cloud Telephony or you need telephony solutions that have built in CRM.

This will put you in a better position to align your training to improve agents effectiveness.

My Recommendation

For few organizations, going for both Cloud Telephony and CRM wouldn’t be a budget-friendly option, which is why it is recommended for them to go with Telephony Solution with built-in CRM.

We have built a solution named Samvad: Which is a Mobile Sim based Telecalling Solution that comes with Built-in CRM.

And the cost of Samvad is 1/4th times the cost of Cloud Telephony Solution.|

Yes, it is that budget friendly.

Here are some exciting features of Samvad:

Auto Dialer for Calling
Unlimited Call Recording
Followup Reminders
Pre-built Reports for Analysis
Missed Call Reports

Get Started with Samvad Telecaller App in 3 Simple Steps

Start your 7 days free trial from here.

What makes Samvad better from others?

It’s a Mobile sim-based telecalling solution, all calls are held from your telecaller’s mobile sim itself.

- Your Telecallers stay organized with daily follow-up lists which are conveniently available on their mobile app.
- Your telecallers can efficiently initiate calls using an Auto-Dialer.
- During incoming calls, your telecallers also get call popups displaying details of Customers.
- From the dashboard, your telecallers can easily know the upcoming and missed (pending) follow-ups.
- Telecallers can send WhatsApp messages directly from the telecaller app without saving contacts.
- Through Access logs and recordings of each call made by Telecallers, you will have comprehensive tracking of your telecalling team.
- You can optimize the workload by tracking the number of follow-ups assigned to each telecaller.
- Through pre-built reports, you can gain insights into total calls made and their respective statuses. You can also analyze best performers, best lead sources, and top-selling products.

Vishal Patel

With over 13 years of experience in the field of Telephony, Vishal Patel has a deep understanding of the technical and operational aspects of telephony solutions.

He is the mastermind behind Synapse Call Center CRM Solution.

Blog

The Missing Link in Cloud Telephony | The Critical Role of CRM

Table of Contents

What are Cloud Telephony Solutions?

Majority of Cloud telephony Solutions don’t have a built-in CRM. Now you would say, how does it affect me & my business?To understand this better, let us understand the concept of Efficiency and Effectiveness.But before we do that, let us quickly understand what CRM is.

If you already know what CRM is, you can jump directly to the Efficiency vs Effectiveness section.

What is CRM?

CRM stands for “Customer Relationship Management” and it is a software that allows businesses to effectively manage their Sales, Marketing, Helpdesk and other business functions.

The Concept of Efficiency vs Effectiveness

Let us first understand what I mean here by Efficiency.

Normally, when you use Cloud Telephony, you get complete CDR info such as Call Date, Call Time, Source, Destination, duration as well as call recording.

Additionally, the solution can provide your various reports such as,

Total calls made by agents,

Number of calls that were held or unheld,

Total call durations of agents,

Top performing agents,

Top Customers and more.

These reports can provide you deeper insights on – How efficient your agents were, who was more efficient and who was not.

But these insights are not enough. Because, If your calling solution doesn’t have a built-in CRM (or if it is not integrated with CRM) then you would never know the effectiveness perspective of your tele-calling efforts.

And Efficiency shouldn’t be confused with Effectiveness.

When your cloud telephony is integrated with CRM, you would know what was the outcome of the call.

Was the sale closed after Call?

Was the ticket resolved after Call?

Was the renewal collected after Call?

These are the outcomes of the call.Your Cloud Telephony Solution would tell you the call duration of a call made by your agent. But it fails to tell you the outcomes of the call.

Apart from this, cloud telephony solutions can not give your agents call reminders, this is possible only if you use CRM along with Cloud Telephony.

Let’s understand Efficiency vs Effectiveness with an example:Let’s say we have 2 Agents, Suresh & RameshSuresh has done 20 Calls with a total duration of 120 Minutes, and Ramesh has done 12 Calls with a duration of 120 Minutes.

And when we further analyzed the efforts of Suresh and Ramesh, we found out that Ramesh has closed 8 leads out of 12, whereas Suresh has closed only 5 leads out of 20.

This shows that Ramesh’s effectiveness is more than that of Suresh. Although his efficiency was lower than that of Suresh.

Now according to you, who is better, Suresh or Ramesh?

Agree or disagree, at the end of the day, if you look at it from a business perspective, we need more people like Ramesh

Problem: The Missing Link

My Recommendation

For few organizations, going for both Cloud Telephony and CRM wouldn’t be a budget-friendly option, which is why it is recommended for them to go with Telephony Solution with built-in CRM.

We have built a solution named Samvad: Which is a Mobile Sim based Telecalling Solution that comes with Built-in CRM.

And the cost of Samvad is 1/4th times the cost of Cloud Telephony Solution.|

Yes, it is that budget friendly.

Here are some exciting features of Samvad:

Auto Dialer for Calling

Unlimited Call Recording

Followup Reminders

Pre-built Reports for Analysis

Missed Call Reports

Get Started with Samvad Telecaller App in 3 Simple Steps

Start your 7 days free trial from here.

What makes Samvad better from others?

It’s a Mobile sim-based telecalling solution, all calls are held from your telecaller’s mobile sim itself.

Your Telecallers stay organized with daily follow-up lists which are conveniently available on their mobile app.

Your telecallers can efficiently initiate calls using an Auto-Dialer.

During incoming calls, your telecallers also get call popups displaying details of Customers.

From the dashboard, your telecallers can easily know the upcoming and missed (pending) follow-ups.

Telecallers can send WhatsApp messages directly from the telecaller app without saving contacts.

Through Access logs and recordings of each call made by Telecallers, you will have comprehensive tracking of your telecalling team.

You can optimize the workload by tracking the number of follow-ups assigned to each telecaller.

Through pre-built reports, you can gain insights into total calls made and their respective statuses. You can also analyze best performers, best lead sources, and top-selling products.

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Majority of Cloud telephony Solutions don’t have a built-in CRM. Now you would say, how does it affect me & my business?

To understand this better, let us understand the concept of Efficiency and Effectiveness.

But before we do that, let us quickly understand what CRM is.

These are the outcomes of the call.

Your Cloud Telephony Solution would tell you the call duration of a call made by your agent. But it fails to tell you the outcomes of the call.

Let’s understand Efficiency vs Effectiveness with an example:

Let’s say we have 2 Agents, Suresh & Ramesh

Suresh has done 20 Calls with a total duration of 120 Minutes, and Ramesh has done 12 Calls with a duration of 120 Minutes.