Many businesses miss valuable business information when it comes to phone calls. The ability to click on a client record, with a call log captured, or screen-pop a client's records when they call your business is not only a great way to improve customer service but also a superb way to record and store interactions through the main customer retention system. The integration is the function that connects the phone system with the CRM platform using sync updates that are passed through web service APIs.

With the CRM and phone system integrated, any calls made or received a tagged with the unique ID, in this case, a client's telephone number. As soon as the number is recognised against a client record, the data is captured and assigned to the interactions log. When a phone number is clicked to call using the CRM, it is logged and when a client calls, their details will pop up on the CRM screen which is also logged as a phone call interaction.

Click-to-call and screen popping are the most common integration features. Click-to-call allows the CRM user to access a client's records and click on their telephone number without needing to dial the number in manually. CRM screen-popping is where a caller rings into the business and their CLI phone number is recognised, showing the user a pop-up screen with their account and data records. Captured and stored recordings/transcripts of calls can also be connected with client records.