A slideshow of our Integrating Communications into CRM Webinar. In this presentation, you'll read: CRM and "spectrum of communication" overview, an overview of Twilio, architecture for CRM + communications, hear some of our customer use cases and learn about a solution that our partner RingDNA implemented.

1. Adding Communications to
your CRM

2. Adding Communications to
your CRM
INTRODUCTIONS
Charles Oppenheimer
Solutions Architect,Twilio

3. Agenda
• CRM
and
“spectrum
of
communica6on”
overview
• Twilio
overview
• Architecture
for
CRM
+
communica6ons
• Customer
use
cases
• Partner
solu6on:
RingDNA
3

4. Defini6ons
• CRM
=
Customer
Rela6onship
Management
• Integra6ng
Communica6ons
with
crm
–(oGen
referred
to
as
CTI,
computer
telephony
integra6on)
4
–Simple
examples
• Recognizing
your
customers
when
they
call
• SMS
messages
for
marke6ng
and
appointments
• Automa6ng
sales
calls
–Advanced
examples
• Adding
communica6ons
into
your
core
product
–
in
browser,
in
an
app,
in
a
car
• Salesforce,
home
grown
crm,
opera6ng
data.
• Every
business
has
data
about
customers.

5. Why add communications to your CRM?
© 2009 - 2014 Twilio, Inc. All rights reserved.
-­‐Compe66ve
and
cost
advantages
-­‐Customer
expecta6ons
are
rising,
if
you
aren’t
doing
the
basics
eventually
you
won’t
be
able
to
compete
-­‐The
best
companies
are
moving
away
from
(paying
aUen6on
to
the
customer
experience,
differen6a6ng
themselves
based
on
commuinca6ons
with
cusomters)
Anecdotal
facts:
-­‐-­‐
How
many
6mes
have
you
called
a
company,
and
they
don’t
know
your
name/account
info?
How
happy
does
this
make
you?
Compe66ve
advantages:
-­‐-­‐
If
companies
aren’t
doing
the
basics,
there
is
a
lot
of
greenfield
to
geZng
integrated.
Just
knowing
your
customers
name
goes
a
long
way.
But
it
goes
further
:facts

6. CRM
without
silos
• A
tradi6onal
model
considers
contact
centers
a
cost
center,
and
CRM
as
a
database
• Evolved
CRM
integrates
communica6ons
and
CRM
components
–and
“CRM”
is
a
customer
experience
embedded
into
your
product
6

7. VISUALCRM AWARE
CALL
CALLBACK EMBEDDED
Communication spectrum
© 2009 - 2014 Twilio, Inc. All rights reserved.
SPECTRUM OF CUSTOMER CONTEXT
COLD CALL
COLD CALL
- inbound call to local / toll-free
- get the ANI / any public information (e.g. CNAM)
CRM AWARE
“known caller” + any known customer data based on ANI lookup, i.e. CRM data.
CALLBACK
+ any context about the current support channel interaction, e.g. the page the customer is on, state of the application (e.g. contents of
shopping cart)
EMBEDDED
+ context about the current request: problem description, customer disposition
+ ability to perform agent routing rules before voice call is live
+ authorization
+ stay “in-app”
VISUAL
+ video
+ real-time lightweight collaboration
eg Amazon “Mayday”

8. Integrated
CRM
communica6on
examples
(transi6on)
8
Moving
things
off
of
a
high
level,
we
are
now
going
to
talk
about
specific
examples.
Dive
deep
into
one
in
par6cular,
and
th
-­‐-­‐
it

9. Integra6ng
CRM
paUerns
• Embedded
in
CRM
applica6on
–Example:
Zendesk
Voice,
Salesforce
Open
CTI
–Benefits:
close
integra6on
with
CRM
data
–Drawbacks:
Development
environment
dependent
on
CRM
• Integrated/outside
of
CRM
–Examples:
RingDNA,
IVR
–Benefits:
More
flexible
placorm,
na6ve
mobile
devices
–Costs:
Mul6ple
applica6ons
9

10. Screen
Pop
• Recognizing
your
caller
on
a
inbound
call
• Rou6ng
them
to
the
best
place
• Gree6ng
them
by
name,
shortening
authen6ca6on
process
10

11. ROI
on
screenpop
• Screenpop
with
Salesforce
and
Twilio,
embedded
CRM
–ROI:
recognizing
inbound
callers
»Call
Center
with
500,000
calls
per
year
–Iden6fying
inbound
callers
can
save
1
minutes
per
call
–(500kminutes
/
75000oncallminutesperagent)
=~
6.6
FTE
savings
11

12. CRM
for
Sales
and
marke6ng
–
Genera6ng
a
local
number
for
a
outbound
call
–
Reducing
the
amount
of
6me
to
click
and
call
a
customer
12

13. Why
Twilio
for
CRM?
–(transi6on
slide)
13
Do
a
brief
intro
about
why
Twilio,
for
CRM
specifically,
before
launching
into
our
placorm
and
how
it
works
• Excep6onal
flexibility
-­‐
API/placorm
approach
• Build
for
the
Future
–Communica6ons
in
your
website
–Mobile
+
CRM
convergence
–Black
box
silos
don’t
work
anymore

14. Twilio is a cloud-hosted
communications API.
© 2009 - 2014 Twilio, Inc. All rights reserved.
Phone Numbers
PSTN Voice Calls
Embedded VoIP SDKs
SMS & MMS
Two-way SIP

15. <say>
<dial>
Telecom The Internet
PSTN PHONE CALL
TTS CALL FORWARDING
HTTP
Closed Networks, Complicated Protocols, Private Contracts Web standards, Open access, Easy to scale, Rapid development
What is Twilio?
PHONES / TELECOM NETWORK
INCOMING PHONE CALL
WEB SERVER

16. </>
TWILIO CLOUD
YOUR ENTERPRISE
APPLICATION
SIPWEBRTC & MOBILE SMS & MMS PSTN
HTTP
Global carrier interconnects
Streaming audio
Messaging binds
VoIP presence

17. © 2009 - 2014 Twilio, Inc. All rights reserved.
BUILD A CULTURE OF COMMUNICATIONS INNOVATION
Develop and deploy at web speed.
PROTOTYPE BUILD DEPLOY CHANGE
vs
legacy
communica6ons
integra6on
–Hardware
–
SoGware
• (only
runs
on
Windows?)
(pay
to
cusotmize?)
• (only
certain
features?)
• compa6ble
with
X?
In
today’s
highly
compe66ve
world,
companies
need
to
move
fast
and
can’t
afford
a
communica6ons
infrastructure
that
doesn’t
move
with
the
speed
of
the
business.
By
moving
communica6ons
into
the
realm
of
soGware
and
the
cloud,
you
can:
Prototype
Quickly

18. Customer
use
cases
(transi6on
slide)
18
Moving
things
off
of
a
high
level,
we
are
now
going
to
talk
about
specific
examples.
Dive
deep
into
one
in
par6cular,
and
th

19. Disconnected support platforms creates user friction and reduces
agent productivity
Built a CRM-integrated contact center in less than 1 month using
Twilio
Call costs to lenders lowered by 66%, and call contact rates
increased by 100%
IMPACT
SOLUTION
CHALLENGE
CUSTOMER SERVICE
CALL CENTER
© 2009 - 2014 Twilio, Inc. All rights reserved.
zest finance does x:
-->

20. Needed a reliable platform that could support their rapidly growing
call center
Integrated Twilio Voice and Twilio Client into the Wix Call Center in
6 weeks
Eliminated per user fees, resulting in long-term cost reduction.IMPACT
SOLUTION
CHALLENGE
CUSTOMER SERVICE
CALL CENTER
© 2009 - 2014 Twilio, Inc. All rights reserved.
What they do, who they are
-> solution, volume or impact
->

21. Twilio
powered
Solu6ons
• RingDNA
21
RingDNA
is
built
with
Twilio,
and
specifically
integrates
with
Salesforce
sales
data
and
has
some
unique
features.