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Zoho CRM Integration: Streamlining Operations and Customer Interactions

Given the massive volumes of consumer and transaction data required to meet user expectations and inform long-term sales strategies, customer relationship management (CRM) tools are now commonplace for enterprises. As a result, integration with best-of-breed software-as-a-service (SaaS) solutions to empower CRM functionality and performance is on the rise, and that's why Zoho CRM integration is a featured toolset.

A call center employee using Zoho CRM integration to provide a superior customer experience.
Zoho CRM integration helps call centers provide better customer interaction, increasing loyalty and retention.

The CRM Conundrum

It's happened to every consumer: the dreaded call to customer service that starts with layer upon layer of menus, followed by long wait times, and finally connections with call center agents who, despite doing their best, simply don't have access to previous call history, current issue status, or other relevant data. It's frustrating on both ends, with consumers left feeling undervalued and enterprises suffering the fallout of lost sales and reduced ROI.

This creates a conundrum for companies who know the inherent value of CRM but struggle with its inability to meet emerging user expectations and align with data- and digital-first priorities. Solving this problem means leveraging APIs to create CRM integration that allows SaaS tools and CRM offerings to "talk" without interruption or loss of information, making it easier for agents to access the data they need and for customers to get the service they want.

Since no software is installed, CRM integration is available across mobile and desktop devices, providing a unified, lightweight experience.

Improving CRM with Zoho CRM Integration

Zoho is one of the most popular cloud software suites on the market, and with good reason. PCMag calls Zoho Projects "the best project management (PM) tool on the market," and the company's new Zoho Sprints offering leverages the Agile Manifesto to empower smaller-scale and more flexible projects. It's no surprise, then, that a dedicated community has sprung up around Zoho. Known as "Zoholics," they champion the many uses of this tool, hold multiple conferences each year to help improve the offering, and discover new ways to use Zoho SaaS.

The Zoho integration aims to empower enterprises to link familiar Zoho features with their existing phone system and get ahead of the competition. For example, the Zoho CRM integration includes:

  • Call Logging: Who's calling, when, and for how long? Recording this information and integrating it with existing CRM tools gives companies the deep data pool they need to improve overall customer service.
  • Note-Taking: Agents often discover critical information while on calls with consumers. Integrated note-taking makes it easy to create reports, sort through conversations, and prioritize calls for escalation or remediation.
  • Screen Pops: One source of frustration for agents and callers is the dreaded "switch pause," which forces agents to put callers on hold while they switch programs or platforms. Zoho integration provides both inbound and outbound pop-ups with caller information along with any existing Zoho records, and the ability to quickly add another task or appointment.
  • Quick-Add Contacts: Adding or modifying contact data can be time-consuming and confusing for agents, especially if they're still on the line with customers. Quick-add contacts simplify and streamline this process.
  • Call Time Reporting: Time spent on calls can help inform future contact center best practices. Automatic call time reporting provides critical detail about call times and duration to help analyze potential prospects and improve call efficiency.
  • No Client-Side Install Required: Since no software is installed client-side, CRM integration is available across mobile and desktop devices, in turn providing a unified, lightweight experience.

Integration in Action

Lists of benefits are one thing, but how do these features really impact the enterprise bottom line? Consider the case of Rocky Ridge Trucks, a specialty vehicle manufacturer based out of Franklin Springs, Georgia.

The company's 15 sales reps are constantly reaching out to new car dealerships across the country in search of partnerships as official Rocky Ridge Authorized Dealers. This is challenging work, especially considering the tough-sell nature of many dealership personnel and the large number of accounts managed by each Rocky Ridge sales representative.

The company turned to Zoho integration, and Inside Sales Manager Billy Reagin says, "We're now to the point where we're gathering enough data on who we're contacting, and when, that we'll soon be able to restructure our days to improve our targeting and increase our close rate."

So what's the takeaway for enterprises leveraging CRM tools but not seeing the returns they expect? First is the need for innovative CRM integration, which empowers basic services to improve overall sales and retention rates. It's also worth considering the specific value of Zoho tools and CRM integration: By pairing current systems with features such as automatic call logging, note-taking, and call time reporting, it's possible for companies to reduce customer frustration, improve agent efficacy, and boost the bottom line.

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