A CRM call tracking integration links the revenue data in your CRM back to the marketing campaign that led to each call. This gives you more accurate return on advertising spend data in the Infinity Platform. This guide explains how the integration works, the two match methods Infinity uses, and what to cover in your scoping session.
What is a CRM?
CRM stands for Customer Relationship Management. A CRM platform is used to manage interactions with customers, suppliers and colleagues. This helps organisations build customer relationships and streamline processes, so they can increase sales, improve customer service and increase profitability.
CRM software often records customer and supplier contact information, such as email, telephone, website, social media profile, sales and more.
Watch the video: What is a CRM?
What is a CRM call tracking integration?
A CRM integration with Infinity gives you visibility of call outcomes. It links revenue data back to the marketing campaign that led to the call, so you can see which campaigns produced the outcomes that matter to your business.
Infinity uses Exact Match or Smart Match methods to integrate with many different CRM systems. If a CRM integration interests you, request further information from your Infinity Customer Success Manager.
Scoping and match methods
A CRM call tracking integration needs a discovery and scoping session with one of Infinity's Solution Architects. In this session, you'll discuss:
- Requirements: what you are trying to achieve by integrating with your CRM.
- Process audit: how you do things today, how operators take calls, and what they do with calls.
- Data flow: where the data goes and how it is stored, and how long your sales cycle is.
- Tech stack: the CRM and phone system you want to integrate with.
- Resource: development resources from your side may be required.
After your scoping session, your Solutions Architects will advise which match method is best for you. Infinity uses two match methods:
- Exact Match: uses the Infinity visitor ID (VID) or call reference (txr).
- Smart Match: uses a combination of Caller ID and the date and time the call took place.
Each method can be carried out in different ways, depending on the tech stack available.
Exact Match
Exact Match uses the unique Infinity visitor ID and call reference, and each call has its own call reference. This is why Infinity can be certain that calls are matched to the correct transaction value. Exact Match can be carried out in these ways:
- Call reference via whisper: the operator hears the unique call reference number and logs it in the CRM. The event data, with the transaction amount, is then uploaded to Infinity by FTP or API. This is a legacy method and is subject to human error.
- Caller Insight for Salesforce: displays key information to agents in real time in a CTI, also known as a screenpop.
- Caller Insight Partner Framework (API): uses the Infinity API to send basic or advanced data into the CRM.
- Caller Insight Partner Framework (SIP): uses the SIP header to send basic or advanced data into your telephony platform, which can then process this data and pass it to a CRM as needed.
Smart Match
Smart Match enriches calls with transaction data. It matches transactions to calls or visits using data you already have, and it matches events to calls using Caller ID and date and time. There are several ways this can be done:
- Uploaded via programmatic API: a near real-time method.
- Uploaded manually in the Infinity Platform: a batch method, for example daily, weekly or monthly.
- Uploaded via manual FTP: a batch method.
- Automatic upload via SFTP: you can upload your data automatically using the Event FTP Upload or newer SFTP features. For more information, see the Smart Match overview.
The default look back period in the Infinity Platform is one day. You can change this in the Preferences section of the Smart Match integrations section. The look back period can be set in the user interface to a maximum of 90 days. Look back periods longer than 90 days cannot be configured through the Smart Match user interface. If you need a longer period, raise a request with Infinity.
Need more help?
For how Smart Match uploads and matching work, read the Smart Match overview. For the call reference options, read the call reference ID guide. To enable the post-call operator reference, read the post-call rating guide. If you're still stuck, get in touch with your account team or email support@infinity.co.