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Integrating Communications Into Apps: SMBs Engage UCaaS to Outsmart Competitors

This article was updated on July 13, 2022

Imagine it: You’re a new team member at a small or medium-sized business (SMB), and you’ve just come to a bummer of a realization: That new staple of your workflow — your new company’s customer relationship management (CRM) tool — lacks an integrated unified communications as a service (UCaaS) solution.

Photo of two hands holding a package in front of a colorful background. The box is wrapped in a pretty bow.

Anxiety would grip you.

You’d remember that morning years ago when you first logged into the CRM of your old company — this new company’s competitor, by the way — and found ...

UI-Level Business Communications Integrated Right Into the CRM

Ending the drudgery of toggling between apps. Beginning the era of delighting customers between the hours of nine and five.


To get back into the right headspace, you’d text your old co-workers, “Hey, at least this new place has better snacks.”

The simple truth is, the employee experience — which directly affects the customer experience — at one SMB often looks a lot like the one at that SMB’s competitor, and vice versa.

In fact, quite often, the only distinguishing feature is UCaaS integrated into the CRM.

The SMB that integrates UCaaS into its CRM wants to avoid new-hire buyer's remorse whenever possible.

And UCaaS makes it easy for that new hire to start the way they’re supposed to: enthusiastically and productively.

UCaaS Does This by Integrating Its Dozens of Features 

… with a wide variety of business applications, including general and industry-specific CRMs.

Features for applications used by law firms, educational institutions, insurance agencies, healthcare organizations, financial outfits, human resources consultancies, and every kind of business in between.

man and woman sitting at a desk and talking in front of a computer screen Get your copy
A Half-Dozen and One Ways SMBs Use UCaaS to Beat Out Competitors
A unified communications as a service (UCaaS) platform lets the small or medium-sized business (SMB) team work anywhere without skimping on communications. And that’s something their competitors without a UCaaS platform just can’t do.

Features like:

  • a conference bridge whose use gets tracked — directly in the legal CRM — as billable hours

  • a smart number with voice broadcast capability that’s initiated — directly in the educational CRM — to alert students and staff of upcoming events or important announcements

  • on-demand call recording that captures — directly in the insurance CRM — the details of an adjuster’s call

  • a paperless fax that facilitates the referral — directly in the healthcare CRM — of a patient to a specialist, or a prescription to a pharmacy

  • a phone dashboard for the real-time monitoring — directly in the sales CRM — of a biz dev rep’s outbound dialing attempts

  • a simultaneous ring for setting up — directly in the HR CRM — incoming candidate calls (via a toll-free company number) to ring an eager recruiter’s home phone, office phone, and smartphone — all at once, any time of day

And Because They’re Cloud-hosted, UCaaS Features Could Be Easily Added 

… by your new SMB to instantly distinguish it from all its other competitors — the ones still using plain old phone lines — without worrying about having the IT resources to do it.

And months and years after that … 

UCaaS Would Automatically Take Care of All Its Own Maintenance, Too

So when the apps, tools, and CRMs got their inevitable updates, the UCaaS features would all still work.

All in all, integrating UCaaS would assure you, the new team member — “Remember that efficient, productive, satisfying employee experience you just left? The one that helped you delight customers? You’ll have it here, too.”

And if your old company just had plain old phone lines? Traditional PBX? No integration into your old apps, tools, and CRMs?

The texts you’d send to your old co-workers wouldn’t just be about how this new gig’s snacks are better.

They’d be about how this new gig itself is better.

Ready to build the right solution for your business communications needs? Answer a few questions in our solution finder now!

By Vonage Staff

This article was written by Vonage experts.

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