Telviva’s customer relationship management (CRM) integration solution has been designed to bridge Telviva’s advanced communications platforms with CRM systems across unified communications and contact centre environments.
According to Kelvin Brown, customer operations executive at Telviva, integrations support businesses by enabling multichannel capabilities, with a focus on customer engagement, channel-centricity and quantity of channels, as well as omnichannel capabilities, with a focus on customer experience, customer-centricity and quality customer support.
This is especially important because the modern customer is spoilt for choice when it comes to communication channels, meaning businesses have to ensure they can provide seamless, transparent and personalised engagements with customers regardless of where they occur.
This requires strong, relevant insights about the customer, and so the starting point is a good customer relationship management (CRM) solution.
However, the world of CRM is not static. Deloitte research predicted that there would be 72% cloud CRM adoption by 2025.
With businesses increasingly moving away from legacy systems towards the cloud, there’s clearly an increased need for more flexible, cloud-based integrated communications solutions. Integrating communication capabilities with the CRM is vital for customer experience, workflow efficiency and built-in regulatory compliant features, among many more.
“Telviva’s CRM integration adds valuable context from voice or text-based customer interactions, beyond just a ‘timeline’ or ‘customer journey’ event lodged in the contact or account within a CRM. Telviva’s AI-powered contextual information filtering transcribes and extracts only the most relevant insights for each unique interaction, so that businesses can focus on what truly matters in each customer engagement,” says Brown.
He says key capabilities of the solution include summarised engagement notes, automated transcription and intelligent task management.
He explains that the integration solution currently meets almost all business requirements. Where a business does have unique challenges, or in instances where they have complex ecosystems, as is the case with many of the larger enterprises, Telviva’s local development team has the ability to customise in order to provide bespoke solutions.
Brown says that Telviva complements the standard CRM integration solution with its software development kit (SDK).
The SDK allows developers to embed Telviva’s communication functionality into bespoke or custom CRM systems.
“The SDK, which is in an advanced stage of development, provides functions such as calling and call control, various contact centre features, dashboarding for agent metrics, backend functions such as call recording and reporting, and transcription capabilities.”
He says that the SDK offering will benefit larger enterprises that cannot simply migrate to cloud CRM platforms.
“This solution enables organisations to integrate Telviva’s telephony and communication features directly into their existing systems. This provides flexibility and access to world-class, advanced communication capabilities, while maintaining their current infrastructure,” says Brown.
He explains that Telviva’s CRM integrations support multiple cloud CRM platforms, saying that market demand informs which CRM platforms are supported.
“The development decisions are based on market adoption in South Africa, with attention to global trends, and driven by our customers’ needs. In the UCaaS world, which is Telviva One, we support Zoho, Zendesk, Salesforce, Microsoft Dynamics and Freshdesk. On the CCaaS side, we support native CRM integrations such as Salesforce, Freshsales, Servicenow, SugarCRM and Zoho, while the business also has open channel capabilities, integrating into any other CRM, legacy and in-house developed systems.”
CRM systems today are far more than just customer relationship software, as they are made up of many different components that are integral in day-to-day business operations. “For example, they may incorporate modules for billing and subscriptions, quoting, projects, support, development teams, HR and marketing,” explains Brown.
“This means that if the CRM is the default screen that teams use to do their work, the connector now enables the organisation to bring its communication suite from Telviva into this workspace and closes the loop, removing another device or application, with the obvious efficiencies attached.
“In the CCaaS world, the Telviva Omni system is typically the default screen, or the single pane of glass used by the agent, and in these cases, the integration between the Telviva Omni and the CRM is there to push and pull the relevant data to the agent to manage the interaction,” says Brown.
He says that Telviva caters for businesses that require a basic solution as well as those that are in need of a full omnichannel operation.
“Our teams work closely with businesses to understand their unique needs and context, and then provide the best fit for their digital journeys.”
