How are you using customer relationship management (CRM) to augment your customer experience when you reach out to them using VoIP? CRM software like Salesforce has become too important to ignore, especially if you want repeat business from these customers. CRM customer obsession delivers better engagement and using CRM VoIP integration to provide customer information in real-time results in happier experiences.


Why do Businesses Need CRM VoIP Integration?


Before the era of VoIP, copper wire-based public switched telephone networks (PSTN) were how businesses communicated with their customers. These telephone networks were widely used, but customer data had to be managed by manual data entry, and what if your customers have multiple telephone numbers? It was very difficult to keep accurate records and keep agents updated in real-time.

Did the customer respond more pleasantly at certain times of the day? What is each customer’s adjusted lifetime value? What services or products has the customer purchased? What percentage of customers were led to your brand by new marketing initiatives? Each of these vital data points had to be managed in a separate database and manually linked to existing customer info.

With VoIP and CRM working in tandem, this information is added automatically as you or your agents interact with the customer. For example, you’ve reached out to a particular lead seven times, but only three of those times have resulted in actual contact. These contact times happen to have been around 2 PM on weekdays.

CRM software will take note of these important statistics automatically, which will help your agents to understand the potential best call times for this particular lead.

Effectively, when combined with VoIP, CRM  systems link customer info with call recording records so that complete master data for each customer is created in real-time. CRM isn’t particularly new; the first CRM originated in the early 1970s, but its implementation with VoIP has made it one of the most essential business technologies for organizations in the last decade.

Here are some critical points to help you understand the value of CRM with VoIP and why your company will need it:

  • Artificial Intelligence-powered CRM, like Salesforce’s AI, cuts down on manual data entry, which accounts for 17% of agent time.
  • Mobile CRM is increasing the success rates of sales.
  • CRMs increase revenue by as much as 41% per salesperson.
  • CRM-nurtured leads tend to spend 47% more.
  • CRM improves the chance of conversion by up to 300%.


What are the Benefits of CRM VoIP Integration?


crm voip integration benefits

Having CRM VoIP integration can be a significant boost for your business, especially if the integrations that you use make your day-to-day operations much more productive. With the right CRM VoIP integrations, your system will take information from the two platforms and use them together. Let’s explore some of the benefits that your company can experience.


Enables One-Click Calling

When your company makes sales efforts, it’s important to know information about a potential lead before you make the call to contact them. One-click calling puts all of the critical information on the same screen and allows you to see it while making the call. Information like the best time to reach them and what was said on the last interaction will all be available for agents to see on the CRM application. When they are ready to make the call, it’s as simple as pressing a button.


Updates Customer Data in Real-Time

After every interaction, the database needs to be updated before the next call to be made. This offers valuable insight to the next caller and sheds light on ways that the potential lead turns into more. When an agent types everything that happens into the system, it’s time-consuming. With CRM integration, information can be logged in real-time. Some CRM integration allows the agent to attach an audio file to the profile to use at a later time.


Creates Personalized Customer Interactions

When integration adds information to an agent’s screen about the prior calls, it allows them to personalize the interaction. When a customer is addressed by their name, they feel like the company values their business. It also decreases the amount of time that an agent needs to check the notes for the customer to find details that could help during the call.

Does a customer have a favored nickname? Does he or she have a newborn that they love to talk about? This information is recorded by your agents and used later to make the experience more personal and pleasant for the caller.

Depending on your company and the CRM integrations that you use, information including the frequent searches and past purchases could show up in the database as well. This allows your agents to focus on the preferences of the individual and potentially lead to a sale. Shorter interactions lead to higher customer satisfaction, which is your goal.


Combines Marketing and Sales Efforts

In any business, marketing and sales go hand-in-hand when it comes to getting new leads. Both play an essential role in customer interactions, so bringing together the efforts of the entire sales team is beneficial to the overall process.

For an agent to see how a customer reacts to marketing promotions helps them know what the customers are interested in before starting a conversation with them. This helps reduce call times and expedite sales instead of relying on long explanations to figure out what the customer needs.  On the other hand, marketing specialists have the advantage of knowing when customers are home to see their marketing efforts. This takes all of the estimations and makes both marketing and sales efforts more streamlined.


Makes Managing Teams More Efficient

Managing the way that your team performs is essential to make sales and ensure that your employees are handling customers in the same manner. With this type of CRM VoIP integration, it’s easy to track the number of outgoing calls made, the conversations that occurred, and sales that are made. Call times are easily trackable as well, and managers use this information to give agents constructive feedback that helps them become a better agent.

It also helps the managers see how many incoming calls are answered at specific times. If agents are only getting voice mails and not reaching leads during a particular time, they can adjust the number of agents on staff.


What are the Must-Have CRM Integrations?


top crm integrations

Each VoIP solution includes optimized CRM integrations. Some businesses will require certain features that CRM integrations offer. Let’s take a look at some must-haves for businesses.


Contact Management

Contact management is imperative to improve customer satisfaction. It helps agents know who they are talking to before they start the conversation and ensure that phone calls are more organized and efficient. This allows you to not only have the customer’s contact information available but critical information that could help convert a lead into a sale as well.

This feature is available in CRMs like:

  • Salesforce
  • Zoho
  • Microsoft Dynamics


Lead Management

Lead management helps to organize leads that a business has. It determines whether a potential lead is worth a follow-up and the best time for positive results. Predictive lead scoring is done using demographic information and other factors to determine if continuing to call will be productive. This helps the team to focus on the right leads at appropriate times.

This feature is available in CRMs like:

  • Zoho
  • SugarCRM
  • Salesforce


Email Client Integration

Email integration allows you to use your CRM interface as a dedicated email client, so all of your emails on different services are accessible on one interface. This makes it easier to pull up email interactions that each customer had previously.

This feature is available in CRMs like:

  • Zoho
  • Zendesk
  • Nutshell


File Sync and Share

File sync is important for your agents to have so that the information about a customer is available when needed. This function allows you to upload emails, import spreadsheets, and sync it all so that it becomes sharable with other agents.

This feature is available in CRMs like:

  • Salesforce
  • Zoho
  • Nutshell


Campaign Management

Campaign management is beneficial for any company that deals with multiple campaigns simultaneously.  Everything for the campaign, including analytics and scheduling, is accessible using a single UI.

This feature is available in CRMs like:

  • SugarCRM
  • Zoho
  • Agile CRM


Social Media Management

Social media can be challenging to manage, especially if your business makes posts for multiple campaigns several times a day. The feature streamlines the way that tweets and posts are made by allowing agents to use platforms from different locations.

This feature is available in CRMs like:

  • Zendesk
  • Salesforce
  • Zoho


Top 7 VoIP Providers for CRM Integration


When searching for a provider, some of the CRM integrations that your company uses daily may be important. You’ll need to find a provider that allows integration with the CRM services you use the most so that your job becomes much easier. Let’s take a look at seven top VoIP providers to see which CRM integrations they offer.

Provider Salesforce Zendesk Zoho SugarCRM Microsoft Dynamics 365
MegaPath Yes Yes Yes Yes Yes
Nextiva Yes Yes No Yes Yes
8×8 Yes Yes Yes Yes Yes
RingCentral Yes Yes Yes Yes Yes
Vonage Yes Yes Yes Yes Yes
Dialpad Yes Yes No Yes No
PanTerra Networks Yes Yes Yes No No



megapath logo

MegaPath is a VoIP pioneer that was founded in 1996 and was acquired by Fusion in 2018. This hosted PBX provider delivers calling features that allow companies to stay mobile and streamline their communications efforts. This is done by adding more integration options to its platform. This provider was included in this list because it is compatible with a number of CRM integrations. If you have a preferred CRM, there’s a good chance that MegaPath covers it.

To connect, you need MegaPath Connector, which is a simple plug-in that connects the provider’s hosted voice with the CRM in a matter of minutes. MegaPath also integrates with Outlook and Skype for Business in case these integrations are essential for your day-to-day business.

Best for: Businesses looking to have a more fluid connection integration system through Megapath’s Megapath Connector system.



nextiva logo square

Nextiva is a giant in the world of VoIP that has four critical CRM integrations out of the box. These include Salesforce (of course), Zendesk, SugarCRM, and Microsoft Dynamics 365. The service for the provider is amazing, and their software includes a Customer Relationship Suite that includes the ability to add surveys and build reports as well as customized dashboards.

Nextiva also delivers a strong contact center as a service (CCaaS) offering that includes features like speech-enabled IVR that helps you create IVR call flows that are natural and increase conversions. NextOS, which is their all-in-one platform for voice, CRM, and chat, is a useful solution for those businesses that want a simplified interface for their agents to work from.

Best for: Businesses that need an easy-to-use system to administer surveys to customers and prospects.



8x8 logo8×8 is the number two entry in our Nextiva alternatives guide, so you can expect a rich set of options for businesses. When it comes to CRM VoIP integration, 8×8 has integrations with several, including Salesforce, Netsuite, Zendesk, Microsoft Dynamics 365, Zoho, Zendesk, and SugarCRM. Each grants popular functionality like click-to-call and auto call logging.

Like Nextiva, 8×8 has a contact center offering that has a flexible architecture. With it, you can incorporate multiple calling locations and use CRM to help your agents manage the customer experience.


Best for: Businesses that are growing since 8×8 has multiple plans for multiple budget levels.



ringcentral logo squareRingCentral is another provider that appears in many of our articles thanks to its presence on the Gartner Magic Quadrant for UCaaS and its overall strong VoIP features. Their pricing and plans are varied, so they fit a variety of businesses that require a communications solution that scales with the company size. When it comes to CRM, RingCentral packs in multiple integrations with platforms like Salesforce, Microsoft Dynamics 365, Zoho, Zendesk, Five CRM, and SugarCRM.

Recently, we did a piece comparing RingCentral vs Dialpad, which is another VoIP provider with good CRM integrations that you’ll read more about later. Overall, RingCentral definitely stands out for its integrations – outside of CRM connections, you’ll be able to connect with hundreds of third-party solutions.

Best for: Businesses that need features for call centers as well as UC.



vonage logo newThanks to Vonage’s brand revitalization, there’s been an increased focus on the customer experience. Since CRM is all about how the customer interacts with your organization, it shouldn’t surprise you that Vonage’s VoIP platform offers several key integrations for CRMs such as Salesforce, Dynamics 365, Zoho, Zendesk, and even Netsuite. Their platform even integrates with lesser-known CRMs like Clio.

Their Vonage Business Cloud (VBC) desktop and mobile app make CRM management easy – each CRM is quickly downloadable and incorporates seamlessly into the interface. Vonage pricing and plans are also competitive with several of the other VoIP leaders, and with the provider, you receive UC and business phone systems with several useful calling features. Vonage support is responsive, as we found out in our interview with their SVP of Client Operations, Ken McMahon.

Best for: Businesses in need of reliable customer support teams for both UC and business VoIP phone.



dialpad logoDialpad is a VoIP service that also is on Gartner’s Magic Quadrant for UCaaS, and while the company is missing a couple of CRM VoIP integrations, the presence of Salesforce, Zendesk, and SugarCRM means that you have options. There have been several recent developments at Dialpad that prove that the company is improving its customer experience features, and features like the ability to deliver customer satisfaction surveys will enhance the data delivered in your integrated VoIP CRM.

Dialpad serves as a provider that fits small and mid-sized businesses well, and the support for VoIP endpoints like various models of desk phones and desktop software is relatively extensive.

Best for: Small businesses looking to start incorporating CRMs into their business processes.


PanTerra Networks

Panterra is a lesser-known VoIP solution, but they offer some useful CRM VoIP integrations for their customers. We did a review of Panterra Networks features, pricing, and plans in late 2019, and the provider definitely has aspects that businesses should consider for both unified communications and business calls. CRM platforms like Salesforce, Zoho, and Freshdesk’s Freshsales are all supported with features like call dispositioning and screen pops being standard on the platform.

Panterra is also a VoIP platform that is HIPAA and HITECH compliant, so managing customer experiences while keeping their sensitive data encrypted is very easy.

Best for: Businesses that are looking to secure electronic protected health information (ePhi).


Salesforce Stands Out in CRM VoIP Integration


For our money, Salesforce, which is the undefeated market leader in the CRM market, simply brings all of the features and functionality that a business like yours will need to improve customer experiences. Don’t get us wrong – CRM solutions like Zoho, SugarCRM, and Zendesk are all very useful for managing customers, but Salesforce just edges them out because it’s so well-supported across most VoIP providers with very few exceptions.

Wondering what the best tools are for your business? Check out our interactive comparison tables for enterprise VoIP, which clearly outlines some of the best providers in the industry and goes in-depth into what each will offer your organization.