CRM Phone Integration: Recordings, Missed Calls, Routing

The phone is still the main sales channel, and the main source of losses: a missed call, a conversation nobody remembers, a client who reached the wrong rep. CRM phone integration turns every call into an entry in the client card, with an owner and a next step.

How telephony works in emyCRM

A line in emyCRM is a SIP account from your provider: any provider that gives you a server, a login and a password will do. Calls go through emyCRM's regional PBXs in Uzbekistan, Kazakhstan and Germany and are answered right in the browser. The dialer supports hold, transfer to a colleague and tone dialing.

If your team calls from mobile phones, the “My Calls” Android app helps: calls from the SIM card, together with the recording, reach the CRM and are linked to a contact or company.

Incoming call: the rep knows who's calling

An incoming call shows up as a desktop notification, and the call window displays the client's name and company. Once the rep answers, the client card opens on its own, with past conversations, deals and tasks. A call from an unknown number creates a lead right away, so no new inquiry stays buried in the phone's call log.

Call recordings

Answered calls are recorded in two tracks — rep and client — and stored in cloud storage. The player sits in the client card's activity feed, recordings can be downloaded, and every playback is logged. Access to recordings is set with separate telephony permissions: for example, a rep can only listen to their own calls.

Missed calls: a rule instead of memory

You turn on the missed-call rule in the telephony settings and configure it separately for known numbers, new numbers and after-hours calls. From then on, everything happens automatically:

• a missed call becomes a “Call back” task, assigned to the card's owner, a chosen employee or a department;
• the callback deadline is the time of the call plus the response time you set, 30 minutes by default; calls shorter than 5 seconds don't count;
• a repeat call from the same number doesn't create a second task; instead, a counter goes up: “×2,” “×3”;
• as soon as someone talks to the client, the task closes itself;
• missed calls are announced by the bell icon, a push notification, the Telegram bot or the “Missed calls” channel in chat, and when a callback is overdue, the CRM reminds the owner and posts to a chat you choose, for example the manager's.

Calls go to the client's “own” rep

Clients don't like explaining everything all over again to someone new. The paid Smart Routing module finds the client card by phone number and sends the call to its owner; if the contact has no owner, the call goes to the owner of their company. If the rep is busy, the rule's fallback step kicks in. If they're on vacation, substitutes get the call: all at once, in rotation or in order.

Routing rules take into account the number prefix, the line, the time and day of the week, VIP status, an open deal and its stage. Queues and the voice menu are free: you build the menu in a visual editor, and it includes schedules, voicemail, “identify the caller” and connecting to the assigned rep.

Call analytics

The Call Analytics section ranks your reps: total calls, answered and missed, minutes, unique clients and average duration. The detailed charts show the change versus the previous period, calls by day, a weekday × hour heatmap and a breakdown by department. A team lead sees every department, a rep sees their own. Calls made from mobiles through “My Calls” count too.

What to set up on day one

1. Connect a line: the SIP server, login and password from your provider. The registration status is shown in the settings.
2. Give employees or departments access to the line; a department can have a default line.
3. Turn on the missed-call rule and set the response time.
4. Build a queue or a voice menu if you get a lot of calls.
5. Connect Smart Routing if it matters that clients reach their own rep.
6. Install “My Calls” for those who call from their mobile phones.

To see how telephony fits into the bigger picture, read our article on the sales pipeline.