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Most companies that take orders by phone or actively make calls face the same problems. They have staff, telephony, computers, and loyal customers—everything needed for successful sales. Yet some deals fall through for no obvious reason, and advertising doesn’t always bring customers. In this review, we’ll look at a tool that helps solve such problems.
In December, version 2.0 of the integration between the call-tracking service and CRM—Ringostat and amoCRM—was released. Both companies have been on the market for a long time and are well known in the digital space.
Ringostat:
amoCRM:
The new integration is an advanced tool for automating the work of sales teams, marketers, and managers. It unlocks broad opportunities for advertising analytics and assessing business efficiency.
We’ll illustrate how it works using a hypothetical company with real-world problems.
The event agency “Best Holiday” opened a few months ago. It has only two managers—Anna and Victoria. Senior manager Olga also sometimes talks to prospects and answers calls, but more often she acts as a marketer. Events are emotional, so live phone conversations strongly encourage ordering services. Seventy-five percent of the company’s sales happen by phone.
Initially, the agency allocated a sizable advertising budget. Therefore, for “Best Holiday” it’s important to:
A month ago, all deal data at the agency was kept in an online spreadsheet. Because the company advertised actively, many inquiries came in. Over time it became clear the workflow was badly organized:
Managers didn’t pick up the phone in time—clients ended up going to competitors.
In the rush, incomplete customer data was recorded, and Anna and Victoria struggled to remember how to reach them.
A lot of time was spent entering customer and deal information into the sheet.
Managers forgot scheduled meetings and increasingly heard: “We waited for your call but didn’t get it, so we chose other planners.”
No one called back clients who wanted to pause and think about the service.
Time was wasted figuring out whose client it was and who would get the commission.
The process looked more like chaos. Closing deals largely depended on the managers’ organization and memory. In an event agency, managers often go on site—to events, client meetings, buying supplies, venue checks. Often someone was out of the office, and a colleague had to talk to the client. The “broken telephone” effect frequently turned into “broken sales.”
There was another pressing issue. Eager to “show up” on the market, the agency launched several types of ads at once. When compiling reports to analyze campaign success, Olga couldn’t answer:
Budget allocation for advertising still had to be done by “trial and error.”
On partners’ advice, Olga watched a video explaining how integrating call tracking and CRM benefits a business.
About a month ago, the decision was made to use amoCRM and Ringostat and set up their integration. This changed the company’s workflow.
Each morning Olga logs into amoCRM as an administrator. On the dashboard she sees a summary of all current deals.
In the “Deals” tab she sees the sales funnel—the stages customers pass through before paying. All information is sent here automatically, including data about the ad that triggered the call: the source, channel, and campaign. A unique ID that Google assigns to the user is passed as well. Knowing it, you can analyze revenue by campaigns right in the CRM. Automating this process lets you stream the fact and amount of a closed deal into your analytics system tied to the Client ID.
The company uses Ringostat’s combined call tracking. This means two different phone numbers are listed on leaflets and in the newspaper ad. In turn, each unique website visitor sees a substituted number. In total, the company uses 10 numbers displayed to visitors to track online conversions. All this clearly indicates which ad “brought” the client.
Olga also sees that while no one was in the office, a new client called. He had never contacted “Best Holiday” before, so a contact card, a deal, and a task were created automatically based on the call. If a prospect whose contacts already exist in the CRM had called, only a task and a deal would have been created.
Anna recently returned from vacation and has the fewest open deals. The open task with a deadline for the missed call is automatically assigned to her, so as not to overload busier colleagues. She is also set as the deal owner. When Anna arrives, she gets a notification and sees whom to call back:
She calls back promptly, before the client turns to competitors. The task is then marked done.
The new client asks Anna to come soon to the restaurant he has in mind to discuss party details. Anna heads to the meeting but tells Victoria a client might call who wanted to reach her after her vacation.
An hour after Anna leaves, that client does call; there’s already a deal for him. After the conversation, a completed task is created for Victoria—she fulfilled her colleague’s request and spoke with her client.
Anna still owns the deal. Upon returning, she sees a new task with the call recording attached. She listens and notes the outcome in the CRM.
During the talk with Victoria, the client asked to be called tomorrow at 4 p.m. But at that time Anna will be preparing the banquet hall. She asks Victoria again to contact the customer when she’s unavailable. Anna will see the result of her colleague’s outbound call in the CRM with the recording attached.
A client who previously spoke with Victoria about a party calls again. The call is automatically forwarded to her, and a completed task is created after the conversation.
Similarly, when Anna or Victoria call their clients, a completed task is created and attached to the deal if the call was answered. Olga views current tasks by filtering out completed ones.
Time to analyze sales and manager performance. Olga opens the “Analytics” section. When building reports, she analyzes the value of closed deals broken down by ad channels, sources, and campaigns. In “Goals,” she sets targets for closed deals for each manager and the required budget.
By filtering the report by employee, Olga sees which manager performed best last month, how many deals each is handling, and how many they closed or lost:
Staff and managers at “Best Holiday” always have reminders of current tasks, figures for closed deals, and ad-channel effectiveness in plain sight. Happy end.
The problems faced by the hypothetical “Best Holiday” are common in business. A lack of analytics data and poor process organization lead to losses. Deals fall through, and the ad budget is spent inefficiently.
To sum up, the amoCRM and Ringostat integration helps by:
These capabilities reduce the impact of the human factor. Automation ensures data won’t be lost and all tasks get done. Most importantly, advanced call-tracking and CRM integration is a step toward end-to-end analytics—essential for crafting an effective business growth strategy.
Learn more about the Ringostat and amoCRM integration, ask experts your questions, or request a demo on the website.
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