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Three Ways Your Call Center Automates With CRM Software Integrations

Customers continue to expect a personalized and seamless experience during their interactions with your business. With call centers being the front door to your business, customer loyalty and revenue is on the line more than ever when interacting with your customer service organization.

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However, the call center platform is often deployed in silos and doesn't have a way to easily interact with CRM systems. Efficiency suffers when agents must work across several systems with agents navigating two different environments to find the relevant customer data. This leaves agents without the relevant customer data to use while interacting with customers to deliver great customer experiences.

This is where a seamless integration between CRM software and call center systems can provide the automation your agents need to create an experience that feels effortless and adequate to the customer. Here are 3 ways your call center can automate processes utilizing a CRM software integration.


1. Intelligent Routing

Improve customer experiences with intelligent routing to effectively prioritize and route calls and voicemails to the right agent at the right time using information obtained from an integrated IVR or IVA and the CRM system. The automation between your call center and CRM integration happens on the back-end to communicate and utilize the data to intelligently route the interaction accordingly.

For example, with skills-based routing and customer information from the Five9 and CRM software integration, customer intent is determined and routes the customer to the right resource to help them continue their customer journey. Understanding who the customer is and why they are calling is a vital piece of the puzzle but adding in the automation of routing to the right resources can help provide a seamless customer experience.


2. Data Rich Screen Pops

Live agents are often left with minimal information about a customer prior to picking up a call and even asking customers to repeat information they have just said to an IVR or IVA. This sets the tone for an unpleasant experience as customers are left wondering why they gave their information during the beginning of the interaction, only to repeat it again to a live agent.

With data rich screen pops, this automation gives agents a complete picture of each problem before they engage the customer. The information is not only gathered from the IVR or IVA but also the customer's entire contact history at the agent's fingertips so they can better understand the customer's needs and better fulfill their expectations.


3. Intelligent Virtual Agents

Intelligent virtual agents are automated, self-service applications that you can offer to your customers. They offer capabilities that are similar to human service and support agents in your call center. Utilizing a virtual agent can offer a wide variety of self-service capabilities, using speech recognition and text-to-speech in hundreds of languages and a wide variety of voices. With the data captured from the IVA, it will automatically feed the information to the live agent as it is transferred and can even store that information into your CRM database.

or example, using this to process payments for all kinds of services, including renewing drivers' licenses and paying fees. By automating payment processing, you can save hundreds of thousands of dollars each month in labor costs while ensuring that payment processing complies with PCI-DSS regulations.


As your call center looks for more ways to automate processes, utilizing these 3 ways can not only make the job easier for your agents but also puts more focus back on the customer. The more tedious and mundane tasks are handled through automation to help agents focus on bigger tasks at hand – to deliver great customer service experiences.

To get a visual experience, view a demo now!

About The Author

Julian Tiongson specializes in product marketing with emphasis on product messaging, positioning, and go-to market initiatives. He is a well-rounded marketer starting his early career with a wide range of experience in social media marketing, email marketing, content marketing, and has since transitioned into product marketing in the later stages. This has brought a unique position to his product marketing style with a deeper understanding of the full customer life cycle.

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Cloud-Based Agility

Moving to the cloud will allow for faster, easier deployments, seamless upgrades, flexible scalability, and reduced capital expenditures associated with on-premises systems.

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Connected Journeys

The contact center should support customer journeys across web chat and social messaging apps like Facebook Messenger, WhatsApp, and others.

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Omnichannel Unification

Shoppers will be coming in from many different channels, so it will streamline the customer experience to route interactions using the same logic.


Customer Context

Agents must begin the conversation right where the customer left off online. When the customer’s needs are transferred to an agent in real time, your brand is creating a seamless transition from web to contact center. Remove customer stress, unneeded customer repetition, wasted time, and deliver a world-class customer experience.

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Customer relationship management (CRM) system integration can improve the shopper experience by using CRM data to find the last person spoken to, use shopper purchase history to find the best expert, etc. In addition, once the connection occurs, your staff can access past interaction history and CRM information to understand the customer’s journey and deliver a more personalized experience.


Artificial Intelligence (AI)

AI can deliver next- best-action recommendations and assist in responses that will improve conversion rates, increase shopping cart value, and speed up responses.

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Real-Time Management

Supervisors should monitor messaging interactions in real time and assist if needed, even if they are not in the same location.

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AI & PCI Compliance

Intelligent virtual agents (IVAs) can automate payment processing across digital channels and reduce your compliance risk by collecting sensitive customer data without revealing it to a human agent. Make sure that the IVAs can easily integrate with your payment gateways.

A customer can buy something

A customer can buy something with a click of a button, but the emotional experience of shopping is what they crave. The key is to make sure we continue to remember the human side of retail and bring it back to modern convenience touchpoints, like social selling. It’s through human, personalized points of interaction that customer loyalty is built. 
The biggest winners in a post-COVID world will be the retailers that turn their contact centers into the new front door to their business. These retailers will easily gain new market share as they align their businesses to how customers are actually purchasing, which now involves contact centers as an extension of the sales journey. 
Want to learn more about other new customer touchpoints? Visit the Five9 Retail Page. 

About the Author

Jeff Woodland is Director of Vertical Marketing at Five9. He is a senior B2B technology marketer and thought leader with expertise in Contact Center, Retail, AI, and Unified Communications.