Skip to content
EN
Demo
Platform
CallsQueues and routingIVR (phone menu)Smart transferAuto dialerBrowser-based softphoneClick-to-call
Messaging and customer dataUnified inboxForm builderCustomer portalCustomer success platform
ManagementHistorical reportingReal-time monitoringShift scheduling
Deployment and securityIn our cloudOn your serversHybrid deploymentData security
Platform →
Solutions
IndustriesRetailReal estateBanking and insuranceTravelHealthcareEducation
Customer serviceFAQ self-serviceOrder status without an agentAfter-hours coveragePeak days without overloadConversation quality assurance
SalesLead qualificationAppointment bookingRepeat salesLoyalty program
Outbound communicationPayment and overdue remindersNotifications and confirmationsPost-interaction survey
Who it's forBy company sizeBy role
Solutions →
AI agents
For customersVoice AI consultantAI consultant in chat
For employeesAI assistant for calls and salesAssistant for work questionsNew hire onboarding
TechnologyKnowledge baseSpeech analyticsAI connectorModelsData security
ServicesAI agent trainingMachine learning
AI agents →
Integrations
CRM systemsSalesforceHubSpotDynamics CRMSAP CXZoho CRMPipedrive
ERP systemsSAPNetSuiteBusiness CentralSageOdoo
Help desk and team chatZendeskFreshdeskServiceNowSlackMattermost
Messaging and socialWhatsAppViberInstagramFacebookSMSLive chat
Telephony, API, and AIAsteriskAMI, AGI, and ARIKamailioFreeSWITCHAPI and protocolsMCP connectors
Integrations →
Pricing
Company
ResourcesBlogCalculatorsComparisonsLibraryGlossary
ServicesOpen SourceImplementationDevelopmentSupportTraining
ContactsContact usAboutFacts and figures
Company →
Language: English
Demo

Glossary

CRM – customer relationship management

A CRM (customer relationship management system) is software for tracking customers, deals, requests, and the full history of contacts with them. For a contact center, the CRM is the main source of customer information: during a call, the agent sees who they're talking to and what was discussed before, and after the call the outcome and a link to the recording go into the customer record.

Why it mattersWhen the CRM is connected to telephony, the agent sees the customer record on a call, and the call outcome and recording reach the CRM with no manual entry.

Also called: CRM system, CRM software, Customer relationship management

Features

What a CRM stores

  • Customer and company records: contacts, company details, account owner
  • Deals and requests: stage, amount, due date
  • Communication history: calls, emails, chats, and call recordings
  • Tasks and reminders: call back, send a proposal
  • Reports by sales, reps, and lead source

Use cases

Why connect your CRM to the contact center

Without an integration, the agent looks up the customer by phone number and types in the call outcome afterward – or forgets to. With one, the contact center platform and the CRM share data: a call opens the customer record, and the duration, outcome, and recording link land in the CRM automatically. Connecting telephony with computer systems is called CTI.

Inbound callThe platform finds the customer by phone number and opens their record. The call can go straight to that customer's account manager.
Outbound callThe agent calls from the record in one click, and the outcome is logged to the history.
Chat and messagingConversations are saved to the same record as calls.

Comparison

CRM vs. ERP: what's the difference

Both systems hold the customer, but each sees them differently. Many companies run both, and the contact center needs data from each: the CRM shows who's calling, the ERP shows what's happening with their order.

CRMTracks customers, deals, and communication history – shows who the customer is and what you agreed on.
ERPTracks orders, inventory, payments, and accounting – shows where the order is and whether it's paid.

In CONTACT.WORK

How it works in CONTACT.WORK

Bitrix24 and Kommo (amoCRM) integrations are one of our team's core specialties: calls, call recordings, and messaging conversations are saved to the customer record. Our developers connect SuiteCRM, vTiger CRM, Odoo, Salesforce, and other CRMs through the platform's API and webhooks to fit your processes. The IVR can automatically read CRM data back to the caller – for example, an appointment time or request status. In total, we've built more than 500 integrations for customers.

More

Where to use it

Bitrix24 Save calls and chats to the Bitrix24 customer record Learn more Kommo (amoCRM) Link calls and chats to Kommo deals Learn more Integrations Find your CRM among prebuilt integrations Learn more Integration with your systems Order an integration with your CRM Learn more

Backlinks

Where it appears on the site 110

Platform 14

more 8

Solutions 30

more 24

AI agents 11

more 5

Services 4

Integrations 28

more 22

Pricing 1

Comparisons 3

Calculators 2

Resources 2

Company 2

Home 1

Blog 12

more 6

Glossary

Related terms

CTI – computer telephony integrationERP – enterprise resource planningAPI (application programming interface)Omnichannel customer serviceCall recording

Blog

Fresh from the blog

All articles →
Services · 7 min read Custom development of your contact center platform for your processes When contact center settings are not enough: integrations, modules, AI workflows. How to tell development from configuration and estimate the payback. Read the article → Management · 9 min read How many agents does your contact center need? Erlang C in plain English Calculate contact center staffing with Erlang C: workload, service level, shrinkage, and headcount by shift – all in one worked example. Read the article → Integrations · 7 min read CRM and phone system integration: what it does and how it works How to connect your phone system to your CRM: calls and recordings in the record, screen pop, click-to-call. What to decide first and how to check it works. Read the article →