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Background

A mid-sized travel company in New Zealand faced challenges managing inbound and outbound call information from their customer support operations. They used Amazon Connect for their cloud-based contact center and were leveraging Salesforce for CRM but needed a more streamlined way to integrate call data with their systems.

Objective

Integrate Amazon Connect with Salesforce to centralize call data and enhance customer relationship management. Later, integrate with Zoho for additional functionality and data management.

Amazon Connect and Salesforce Integration:

  • Integration Setup: Amazon Connect was integrated with Salesforce using Amazon Connect’s pre-built Salesforce connector. This allowed for seamless data exchange between the contact center and the CRM.
  • Key Features Implemented:
    • Screen Pop: When a customer called, Salesforce automatically
      displayed relevant customer information based on the incoming call
      number.
    • Call Logging: Automatic logging of call details, including call duration
      and call outcome, into Salesforce records.
    • Case Management: Integration facilitated the creation and update of
      support cases directly from call interactions.
  • Benefits
    • Enhanced Customer Experience: Support agents had immediate
      access to customer data, improving response time and service quality.
    • Improved Data Accuracy: Automated data capture reduced manual
      entry errors and ensured consistent records.

Expansion to Zoho Integration:

  • Integration Setup: Following successful integration with Salesforce, the company decided to integrate Amazon Connect with Zoho CRM to leverage its features for broader data management and sales tracking.
  • Key Features Implemented:
    • Call Activity Tracking: Inbound and outbound calls were tracked in
      Zoho, with detailed records and activity logs.
    • Lead Management: Calls were automatically linked to leads and
      contacts, with follow-up tasks created based on call outcomes.
    • Analytics and Reporting: Zoho’s advanced reporting tools were
      utilized to analyze call data and generate insights on customer
      interactions.
  • Benefits
    • Unified Customer View: Zoho integration provided a comprehensive
      view of customer interactions across different touchpoints.
    • Enhanced Sales Tracking: The ability to track and manage calls in
      relation to sales activities improved sales team productivity and
      efficiency.

Results:

The integration of Amazon Connect with both Salesforce and Zoho significantly improved the management of customer interactions. Key outcomes included:

  • Increased Efficiency: Automation and integration reduced manual data entry and
    streamlined workflows.
  • Better Customer Insights: Comprehensive call data and CRM records provided a
    clearer understanding of customer needs and interactions.
  • Enhanced Reporting: Improved data analytics capabilities enabled more informed
    decision-making and strategic planning.

Conclusion

Integrating Amazon Connect with Salesforce and Zoho provided the company with a robust
solution for managing customer calls and CRM data. The seamless integration enhanced
customer support operations, improved data accuracy, and provided valuable insights for both
customer service and sales teams.

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