Three Benefits of Integrating Your Call Tracking Data With Your CRM

Phone data and CRM integration concept
Customer relationship management (CRM) systems are like the iPhone of marketing, sales and customer service. Initially, they were a luxury, but now they're essential. With 3 out of 4 companies having implemented a CRM, the technology has forever changed the customer journey. The CRM is one of the most crucial tools organizations use to monitor leads and strengthen their relationships with customers.

A CRM can increase revenue by a whopping 41 percent per salesperson. In 2014, CRM was returning $8.71 for every $1 spent in investing and maintaining it. To maximize its revenue potential, consider automatically syncing your call tracking data with your CRM. Once you do, you'll realize the following three key benefits.

Comprehensive Picture of Customer Interactions


By integrating your call tracking data with your CRM, you have a broader picture of your customers' interactions with your company and can tailor your customer interactions accordingly.

For instance, let's say John Smith submits a web form with a question about a new product on your website, and he's added to your CRM. You contact him immediately at the number he's provided and leave a voicemail. If you don't have call tracking integration, your sales rep has to remember to make a note of the call in the CRM. If they forget and your staff sees that there's no record that John returned your phone call, they might call poor John again, frustrating him and wasting their own time.

By integrating your call data and your CRM, you can automatically sync call details and audio recordings of each call with each customer's profile. This provides a more seamless (and less confusing) customer experience.

Less Manual Data Entry


Do your employees enjoy manually entering hundreds, or even thousands, of phone leads into your CRM system? Probably not. Not only is it a waste of time, but it also leads to typos and/or double entries in your CRM system. This issue can be frustrating to employees as well as customers. 

For instance, say Beverly Johnson is automatically entered into your CRM as a website lead with the phone number 555.555.1234. She later calls in from the same number, but the rep misspells her name when adding her into the CRM as Bverly Johnson. Since you have two separate records for Beverly, your reps call her twice while making follow-up calls. Now both Beverly Johnson and John Smith are annoyed!

By integrating your call tracking platform and your CRM, you save time, which in turn saves money. In the words of April Ludgate from NBC's sitcom "Parks and Recreation," "Time is money, and money is power..." She goes on, but we'll leave it at that.

More Sales


This goes without saying, but the more seamlessly integrated and accurate data you have, the easier it is to qualify leads and close sales. Plus, when you spend less time on data entry and duplicate follow-ups, you'll have more time to spend on nurturing prospects and customers.

So many businesses aren't yet using their CRM to its full potential. Don't be one of them. Imagine what your sales will look like when you use your call tracking data to fully maximize your CRM investment!