When IVR meets CRM: A love story for customer service

When a VIP customer calls, the last thing you want is to make them repeat their account information every time. 🙄 

But in many call centres, that’s exactly what happens. 

This problem is caused because your phone system and customer database aren’t connected. Without integration, these systems don’t share information, making it impossible for your IVR to know important customer details. 

What if you could turn this common issue into a chance for exceptional service?  

That's where IVR-CRM integration comes in—a match literally made in the clouds. 💜 

By connecting your phone system to your customer database, you can make your IVR more efficient. Instead of causing frustration, it becomes a tool for personalised and efficient customer service. 

What is IVR-CRM integration? 

IVR-CRM integration is a cornerstone of customer service automation. It connects your phone system with your customer database. It turns your IVR from a basic call menu into a smart system that knows and uses customer information. 

Here's what it looks like in action:

• Your IVR doesn't just recognize a phone number; it pulls up the caller's entire history from your CRM.
• It can make intelligent routing decisions based on the customer's profile, past interactions, or open tickets.
• The system can offer personalized menu options or even proactively address known issues.

Imagine your IVR knowing that a customer just made a large purchase and automatically offering order status information. Or recognizing a VIP client and routing them to a priority queue without them having to ask.

This level of automated customer identification and smart call routing can significantly improve the customer journey.

Here’s how the IVR integration with your CRM works:  

1. Real-time data exchange: When someone calls in, the IVR system identifies the caller (through caller ID or other methods). It then retrieves their information from the CRM. This might include their past purchases, recent calls, or current issues.  
2. Personalised interactions: Using this data, the system can make each call more relevant to the customer. For instance, it might adjust menu options based on the services they use. If a customer often calls about billing, the system could put billing options first in the menu. Or for a business client, it might offer different options than for a residential customer.
3. Intelligent call routing: The system uses a combination of CRM data and customer input to route calls. While CRM data can provide valuable context, the customer's current needs, as expressed through their menu selections or voice inputs, often play a crucial role in routing decisions. For example, if a customer selects "Technical Support" in the menu, they'll be routed to that department regardless of their past history.
4. Customer data synchronisation: The IVR doesn't just use CRM data – with the CRM integration it’s also easy to keep the customer data up to date. New information collected during the call, such as the reason for contact or updated customer details, can  immediately be added to the CRM. This real-time updating ensures that all customer-facing teams have the latest information.  

What are the 3 key benefits of IVR-CRM integration?     

1. It improves the customer experience 

IVR-CRM integration turns the IVR into a smarter, more efficient tool. It can recognize a caller’s number, check their recent activity, and automatically route them to the right department. This "behind the scenes" routing means customers don’t have to navigate complex menus.

For example, a recent buyer might be connected directly to the shipping department, or someone with an open support ticket could reach their agent right away. This seamless process makes customers feel valued from the start. 

Read more: How modern IVR keeps customers happy and engaged 

2. It makes agents more efficient  

With IVR-CRM integration, agents start each call with a clear picture of who's calling and why. They don't waste time asking for basic information the customer has already given. Instead, they can jump right into solving the problem.

By automating routine inquiries, you can significantly reduce the workload of your customer support and sales teams, allowing them to focus on high-impact interactions.

3. It provides data-driven insights

IVR-CRM integration gives you real insights into your customer interactions. You'll see which issues come up most often, helping you spot and fix problems quickly. It shows you peak calling times, so you can staff accordingly. You'll learn which self-service options customers use most, and which they skip.

This helps you streamline your menu. You can also track how changes to your IVR affect call times and customer satisfaction. All this data helps you make smart decisions to improve your service. 

Seamless IVR-CRM integration with Embedded Voice   

At Enreach, we're proud to offer Embedded Voice. This solution seamlessly integrates advanced phone capabilities into your favourite CRM, such as MS Dynamics 365 or Salesforce.

By bridging the gap between your phone system and CRM, Embedded Voice delivers a more streamlined and personalised customer experience. 

Streamlining the traditional IVR process 

Embedded Voice simplifies the IVR process through intelligent call handling. It automatically recognises open cases or preferences like language, without the caller noticing. This smart system directs calls to the right department or person, avoiding unnecessary questions and enabling smart call routing. Callers can easily use their phone's keypad to select options, saving time and quickly getting to where they need to be. 

Webinar: Finnair’s journey to 360° visibility (In Finnish)   

Finnair needed a unified solution to streamline their global customer support. Implementing Voice for Salesforce and a redesign of their IVR system helped them achieve remarkable results. They gained full visibility into customer interactions and streamlined operations across 8 global contact centres. This transformation dramatically improved the customer experience, especially during peak call times.