Cloud Telephony Services: The Future of Customer Relations for SaaS Companies

by Feb 27, 2024Cloud Telephony

Cloud telephony for saas companies

Cloud Telephony services have always been a key player in any SaaS company since its inception. For them, customer relations are as important as the veins and arteries that carry blood, from and to, different parts of the body.

Even though there are options like live chat, chatbots, emails, messaging, etc, the favorite and most effective means of communication for customers are phone calls. Let’s look at how  Cloud telephony services, are a promising technology for the future of SaaS companies. 

Effective communication happens with the use of an omnichannel strategy. It is important that you open all doors for customers to reach out to you whether it be the case in pre-sales or post-sales. A majority of people find all other forms of communication passive, and they expect the company to give them actual human time and dedication in learning and resolving their concerns.

This is why voice still matters. When automated options can’t resolve an issue, customers reach for the phone. 

For many contact centers, call volume has remained steady, even as digital engagement has increased. But the role of the voice has changed. So have customers’ expectations. It’s time to leave your old strategies behind.

Table of Contents

Importance of CRM in Customer Relations

Customer relationship management (CRM) is a technology that helps you efficiently manage all of your company’s relationships and communications with clients and potential clients. The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, maintain the context and continuity of communications, streamline sales and support processes, improve productivity, and increase the value of returns for customers.

The term CRM usually refers to a CRM system or platform that is used for contact management, sales management, productivity, and more. The CRM software helps you streamline your company’s communication efforts with customers, service users, colleagues, or suppliers. It also focuses on finding new customers, winning their business, and providing support and additional services throughout the relationship.

With a CRM solution, the sales and marketing team can track and follow a customer’s interaction journey with your business. This can enhance the customer journey and experience by refining each customer touchpoint.


A lead is essentially a name with minimal associated information, lacking qualification. At this stage, the extent of our knowledge is limited to potential interest from both parties to collaborate. The lead might have shown interest in learning more about us, or we’ve identified them as someone we wish to pursue further. It’s crucial to understand that, a lead refers to an individual, not a business, even though that individual may be associated with a company we aim to engage with.

Regardless of your lead generation methods, such as purchasing prospect lists, attending trade shows, or attracting web traffic, the goal is to input numerous unfamiliar names of potential buyers into your CRM. However, it’s not advisable to create Contacts and Accounts immediately, as we may not eventually engage with all these individuals. We need a designated space to store these names without cluttering our Account and Contact lists.

Every lead should be moved out of the Lead Record within two weeks. We have a few basic categories for each lead – Contacted, Not Qualified (or Not Interested), or Qualified. The salesperson’s responsibility is to promptly reach out to the lead and determine the correct status. Once clarified, they should be reclassified and moved out of the Lead Record.

Recognizing the importance of customer relations, efficient communication, and the role of cloud telephony services and CRM software becomes paramount at the lead stage. CRM software not only helps to streamline lead management but also facilitates effective customer communication and relationship building. Each lead, when handled promptly and adeptly, becomes a stepping stone towards meaningful connections and contributing to the overall success of customer relations.

Accounts and Contacts

The distinction between an Account and a Contact holds paramount importance in fostering robust customer relations within the business realm. An Account serves as a holistic representation of the business entity, providing a centralized view that is pivotal for effective customer relations management (CRM). This comprehensive insight, facilitated by CRM software, enables businesses to maintain seamless communication with clients and potential collaborators.

By utilizing cloud telephony services integrated with CRM software, businesses can streamline their communication efforts, ensuring that interactions are well-documented and aligned with broader customer relationship strategies.

In the process of converting Leads into Accounts and Contacts, CRM software becomes a crucial tool in orchestrating and optimizing customer relations. The adaptability of CRM software allows for a nuanced understanding of business relationships, accommodating interactions beyond traditional client engagements. This versatility is vital for businesses engaged in various collaborations, including partnerships, vendor relationships, and interactions with competitors.

By integrating cloud telephony services, businesses can enhance communication channels, ensuring that customer relations remain a focal point in every interaction. The dynamic nature of CRM software, coupled with effective communication strategies facilitated by cloud telephony services, underscores its significance in nurturing enduring customer relations and driving overall business success.

Opportunities or Deals

The pivotal phase of converting a Lead into an Account and a Contact opens the door to a strategic choice – the creation of an Opportunity, a significant indicator of a Deal in progress. This transition marks the shift from potential interest to a tangible revenue-generating initiative. The decision to generate an Opportunity should always follow a recommended robust standard. It should incorporate key elements such as projecting a close date, estimating revenue, evaluating potential competitors, identifying the ultimate decision maker, and comprehending the specific business challenge at hand.

This meticulous process ensures that Opportunities within the CRM platform are not mere prospects but align with well-defined criteria, establishing the groundwork for purposeful and successful revenue-generating endeavors. Opportunities within the CRM software are more than transactional labels; they encapsulate the essence of meaningful business engagements. This strategic approach empowers organizations to approach each Opportunity with intention, fostering a culture of deliberate decision-making and ensuring that each deal in progress is a well-considered step toward sustained business growth.

Incorporating cloud telephony services and CRM software into this workflow enhances the importance of effective customer relations and communications. This integration ensures that businesses can navigate the intricacies of revenue generation, make informed decisions, and contribute to the overall success and longevity of their ventures.

What is VoIP?

VoIP stands for Voice over Internet Protocol. Simply put, it’s a phone system that uses the internet to make and receive calls. And a way for you to seamlessly integrate voice into your customer support communications.

Specialized VoIP phones resemble traditional office desk phones, yet VoIP operates through smartphones, tablets, or desktop computers with a softphone app. The key distinction lies in its operation. Unlike the traditional Public Switched Telephone Network (PSTN) that relies on copper wires, VoIP leverages the internet, transmitting calls as data packets. This technological shift enhances flexibility and accessibility, enabling users to make and receive calls seamlessly across various devices, marking a departure from the conventional reliance on physical networks.

Voice over Internet Protocol is incredibly versatile for businesses. An employee can make and receive VoIP calls wherever they are, as long as they have an Internet connection. Calls can be seamlessly transferred from device to device. Conversations can evolve from text messages to voice calls to video calls, all within the same application.

The most popular VoIP services, like WhatsApp and Facebook Messenger, offer free voice and video calls. With the global shift to remote and hybrid working during the pandemic, tools such as Skype and Zoom have become commonplace. For instance, in April, Zoom hosted 300 million daily participants, marking a 30-fold increase in users over four months. As remote and hybrid work becomes a permanent fixture, an increasing number of businesses are recognizing the value of investing in VoIP systems.

Cloud Telephony for Communications

Cloud-based VoIP, also recognized as Cloud Telephony, transforms communication by harnessing the capabilities of the cloud. Unlike traditional phone systems reliant on physical infrastructure, Cloud Telephony operates over the internet, presenting an ideal synergy with CRM software. This innovation allows businesses to eradicate the need for intricate hardware setups and maintenance, offering a cost-effective solution.

With cloud-based VoIP integrated into CRM software, companies gain flexibility, scalability, and the ability to foster improved customer relations. Employees can seamlessly make and receive calls from any location with an internet connection, facilitating a mobile-friendly work environment and enhancing overall communication efficiency.

The cost-effectiveness of cloud-based VoIP is a notable advantage, as organizations can sidestep substantial upfront investments in equipment and maintenance. The integration of Cloud Telephony with CRM software further enhances customer relations by providing features such as voicemail, call forwarding, and auto-attendants. This not only streamlines business operations but also ensures a reliable and feature-rich communication solution, that aligns with the demands of the modern workplace.

Communication Integrations from Cloud Telephony

Omnichannel Communications

CRM software integration with cloud telephony functionality brings omnichannel capabilities to the forefront, allowing sales agents to make and track calls seamlessly across various channels. The integration ensures that customer interactions are not limited to a single communication channel, providing a holistic approach to customer engagement. This omnichannel functionality enables sales reps to initiate and monitor calls through diverse platforms, contributing to a more comprehensive and integrated customer communication strategy.

Click to Call

The click-to-call feature within the CRM software simplifies the calling process by enabling sales agents to initiate calls directly from the CRM interface. By eliminating the need for manual dialing, click-to-call enhances efficiency and reduces the time spent on dialing numbers. This feature streamlines the calling workflow, ensuring a quick and responsive approach to reaching out to customers. Click-to-call is a user-friendly tool that enhances the overall calling experience and empowers sales agents to connect with leads effortlessly.

Inbound Calls

Efficient handling of inbound calls through advanced call distribution and routing mechanisms is possible. When a new call comes in, CRM software provides options for agents to either answer or ignore the call. The system intelligently distributes inbound calls to the appropriate agents, ensuring a prompt response to customer queries. This feature enhances overall call management, optimizing the handling of inbound communication, and providing a streamlined experience for both agents and customers.

IVR Numbers

Interactive Voice Response (IVR) numbers play a crucial role in cloud telephony integration with CRM software. IVR allows customers to interact with the system by choosing options using keypad inputs. The use of IVR numbers enables customers to navigate through predefined menus, directing them to the relevant department or information. This enhances the overall customer experience by providing a structured and efficient way for customers to reach their intended destination within the CRM system.

Sticky Agent

The concept of a “sticky agent” refers to maintaining continuity in customer-agent relationships. The CRM software ensures that sales reps have access to essential customer information, such as usage history and past communications, during and after calls. This “sticky agent” approach contributes to a personalized customer experience, as sales agents can pick up where they left off in previous interactions. This continuity is valuable in building rapport and addressing customer needs more effectively.

Automatic Call Notes

The automatic call notes feature provided by the CRM software ensures that every interaction is documented without manual effort. As calls are made and received, the system generates automatic notes capturing essential details of the conversation. Sales reps can later edit these notes to add more context or specific information. Automatic call notes contribute to comprehensive customer profiles, facilitating better-informed interactions and saving time for sales agents.

Call Recording

The integration supports automatic call recording, capturing both inbound and outbound calls. This feature is valuable for compliance, training, and reference purposes. Users can choose to record or not record specific calls based on their preferences. Recorded calls are easily accessible within the Twilio widget on contact pages, allowing for playback and review. Call recording enhances transparency and accountability in customer interactions.

Call Campaigns

Cloud telephony integration with CRM software extends to the execution of call campaigns, enabling sales and marketing teams to run manual or automatic campaigns on single or multiple contacts. The system facilitates sequential ringing and customizable wait times between calls. Additionally, successful call outcomes can trigger automated actions, such as adding tags to contacts. Call campaigns offer a strategic approach to customer outreach, aligning with full-cycle sales processes and automation workflows.

Call Reports

The CRM software tracks all calls made to and from the application, and the CRM introduces various call reports to analyze and improve calling processes. These reports include call logs for the entire team, calls by user, call duration reports, and metrics on call outcomes. Users can access these reports within the app or receive them via email regularly. Call reports provide valuable insights for evaluating the effectiveness of communication strategies and optimizing future interactions.

Benefits of Cloud Telephony For Customer Relations

High ROI

The primary and most evident advantage of a VoIP phone system lies in its cost-effectiveness. By leveraging VoIP technology, businesses can significantly reduce expenses associated with traditional telephony infrastructure. Unlike conventional phone systems that necessitate extensive hardware investments, VoIP operates seamlessly across multiple devices, minimizing the need for expensive equipment.

The elimination of a dedicated telephone network further contributes to cost savings, as businesses no longer bear the design, installation, and maintenance costs associated with traditional telephony setups.

Moreover, VoIP harnesses the power of existing internet connections, obviating the requirement for a separate communication infrastructure. This inherent adaptability not only streamlines operations but also diminishes the financial burden of maintaining dual networks.

With its equitable cost structure treating long-distance calls akin to local ones, VoIP emerges as a prudent choice for businesses seeking to optimize their telecommunications expenditure while prioritizing CRM software integration and elevating customer support capabilities.

Embrace VoIP for a cost-efficient, CRM-centric communication strategy that aligns seamlessly with the demands of the modern business landscape.

Superior Quality

In the initial phases of VoIP implementation, users encountered challenges such as call drop-outs and lags, which hindered the overall calling experience. However, as technology has progressed, particularly with the advent of fiber-optic and high-speed broadband, the voice quality delivered by VoIP has undergone a significant transformation. Modern VoIP calls now boast exceptional clarity and precision, devoid of the latency issues, lag, or call dropouts that were once associated with the technology.

The substantial improvement in voice quality can be attributed to innovations like noise-canceling microphones and advanced audio compression techniques. These enhancements contribute to the elimination of background noise, ensuring that VoIP calls maintain crisp and clear audio, even in diverse and dynamic environments. As a result, businesses embracing VoIP technology benefit not only from cost savings but also from an elevated communication experience marked by superior sound quality.

Greater Flexibility

One of the standout advantages of VoIP technology lies in the unprecedented flexibility it offers to businesses. Unlike traditional phone systems tethered to physical office locations, VoIP liberates your business phone, enabling calls to be made from virtually anywhere. Whether you’re at the office, working from home, or on the go, the geographical constraints of traditional phone systems are no longer applicable.

In instances where immediate response is not possible, VoIP provides dynamic call management options. Calls can be seamlessly redirected to another person, ensuring that important communication is never missed. Additionally, the convenience of receiving voicemails via email further enhances accessibility. This adaptability proves invaluable in the contemporary landscape of a mobile workforce, allowing employees to maintain productivity regardless of their physical location. Embracing VoIP translates to a more agile and responsive business operation, fostering productivity beyond the confines of a traditional office setting.

New Strategies for Improving Your Customer Relations

1. Harnessing Cloud Telephony for Personalized Customer Experiences

Embracing cloud telephony in customer support allows businesses to deliver highly personalized and seamless experiences. By integrating cloud telephony with CRM software, agents gain access to a comprehensive view of customer interactions, preferences, and history.

Understanding customer expectations becomes more nuanced, enabling agents to tailor their approach based on individual needs. This synergy between cloud telephony and CRM software empowers customer support teams to go beyond generic interactions. For instance, when a customer calls, the system can instantly retrieve their details, purchase history, and previous concerns, facilitating a more informed and personalized conversation. This not only enhances the efficiency of issue resolution but also contributes to building stronger, long-lasting customer relations.

Furthermore, cloud telephony offers features like automatic callback, reducing customer wait times and enhancing overall satisfaction. With CRM integration, callback capabilities can be intelligently employed, allowing customers to schedule a return call at their convenience. This not only addresses the customer’s needs promptly but also showcases a commitment to providing a positive experience.

Cloud telephony becomes a catalyst for elevating customer support, fostering a deeper connection with clients, and fortifying the customer relations aspect of the business.

2. Optimizing Cloud Telephony to Streamline Support Operations

Cloud telephony serves as a pivotal tool for optimizing support operations and promoting efficient customer relations. Utilizing cloud telephony alongside CRM software enables businesses to streamline their support processes.

For instance, implementing Interactive Voice Response (IVR) systems through cloud telephony can automate routine tasks, allowing customers to navigate through options seamlessly. Integration with CRM ensures that customer data is dynamically utilized, directing calls to the most suitable department or agent based on the specific query. This not only reduces wait times but also ensures that customers connect with agents possessing the relevant skills for issue resolution.

Moreover, leveraging cloud telephony for intelligent call routing enhances the overall efficiency of support teams. By incorporating agents’ skill proficiencies into routing algorithms, businesses can guarantee that customers are directed to individuals with the most suitable expertise.

The fusion of cloud telephony and CRM contributes to a harmonized support environment, where agents are well-equipped with customer insights, fostering quicker issue resolution and elevating customer satisfaction. This optimization not only benefits the support process but also solidifies the foundation of positive customer relations.

3. Empowering Agents with Data-Driven Insights

Cloud telephony, when integrated with CRM software, serves as a powerful tool for empowering support agents with data-driven insights. In the realm of customer support and relations, understanding customer sentiments and preferences is paramount.

With cloud telephony, businesses can systematically collect and analyze data related to customer interactions. By syncing this data with CRM systems, agents gain valuable insights into customer behavior, enabling them to adapt their approach accordingly.

Additionally, data-driven insights from cloud telephony can aid in proactive issue resolution. For instance, if certain issues consistently lead to customer calls, businesses can preemptively address these concerns through targeted communication or enhanced self-service options. This not only reduces the burden on support teams but also showcases a proactive commitment to customer satisfaction.

The amalgamation of cloud telephony and CRM software transforms support operations from reactive to proactive, laying the groundwork for stronger customer relations built on foresight and responsiveness.

4. Enhancing Collaboration Through Unified Communication

Cloud telephony facilitates unified communication, fostering enhanced collaboration among support teams, and subsequently strengthening customer relations. Integrating cloud telephony with CRM software creates a centralized hub where agents can access relevant customer data and collaborate seamlessly. This ensures that regardless of the communication channel – be it voice calls, emails, or chats – support agents have a unified view of customer interactions.

This unified communication approach prevents disjointed customer experiences, as agents can seamlessly switch between channels while retaining context.

Moreover, cloud telephony enables efficient internal communication among support teams. Features like call transfers, conference calls, and shared voicemail contribute to a cohesive support environment. CRM integration ensures that these collaborative features are aligned with customer data, allowing agents to make informed decisions collectively.

Unified communication through cloud telephony not only enhances the efficiency of support operations but also projects a unified front to customers, reinforcing the reliability and coherence of customer relations efforts.

5. Proactive Customer Engagement and Issue Resolution

Cloud telephony, when employed strategically in customer support, empowers businesses to engage with customers proactively and expedite issue resolution. By leveraging features such as automated callback and outbound calling campaigns, support teams can take a proactive stance in reaching out to customers for issue resolution or feedback.

Integration with CRM software ensures that these outbound engagements are contextual, drawing from the customer’s history and preferences, leading to more meaningful interactions.

Furthermore, cloud telephony enables the implementation of advanced call campaigns within CRM systems. Businesses can run targeted campaigns based on customer segments, ensuring that communication aligns with specific needs or promotions. This proactive approach not only demonstrates attentiveness to customer concerns but also positions the business as actively invested in customer satisfaction.

Through the synergy of cloud telephony and CRM, customer support transcends traditional reactive models, embracing a proactive paradigm that anticipates and addresses customer needs, thereby fostering lasting and positive customer relations.

Real-world Examples: Cloud Telephony in Action

Seeing the benefits of cloud telephony in action can be even more impactful than understanding the features. Let’s explore a few real-world examples of how SaaS companies are leveraging this technology to achieve remarkable results:

Scenario 1: Scaling Support for Rapid Growth

Imagine a fast-growing subscription management software company facing a surge in customer inquiries. Their traditional phone system couldn’t keep up, leading to long wait times and frustrated customers. By implementing a cloud telephony solution with features like intelligent call routing and self-service options, they were able to:

  • Reduce wait times by 50%: Customers were directed to the right agent faster, thanks to skills-based routing and IVR menus.
  • Increase the self-service resolution by 30%: By offering a comprehensive FAQ section and voice menus, they empowered customers to find answers on their own, freeing up agents for complex issues.
  • Expand support globally: The cloud-based solution allowed them to easily add international phone numbers and support agents in different time zones, catering to their expanding customer base.

Scenario 2: Personalizing Support for Increased Engagement

A customer relationship management (CRM) software company wanted to personalize the support experience for each customer. They implemented a cloud telephony solution with features like:

  • Real-time customer data access: Agents could access a customer’s history and preferences in real-time, allowing them to personalize their approach and offer relevant solutions.
  • Call recording and transcription: Recordings helped identify areas for improvement in agent communication and provided valuable insights into customer sentiment.
  • Post-call surveys: Customers were able to provide immediate feedback on their experience, allowing the company to continuously refine its support strategy.

As a result, the company saw:

  • 20% increase in customer satisfaction scores: Personalized interactions led to happier and more engaged customers.
  • 15% reduction in customer churn: Satisfied customers were more likely to stay subscribed to the service.
  • Improved agent morale: Empowered with the right tools and data, agents felt more confident and engaged in their work.

These are just two examples of how cloud telephony is transforming customer support for SaaS companies. The possibilities are endless, and the potential benefits are significant.

Wrapping It Up

In today’s competitive landscape, exceptional customer support is no longer a differentiator – it’s a necessity. By embracing cloud telephony, SaaS companies can create a future-proof support strategy that empowers agents, delights customers, and fuels business growth. Remember, the investment you make in your customer experience today will pay dividends for years to come.

Start exploring cloud telephony solutions, choose the one that aligns best with your needs, and embark on a journey toward exceptional customer support. The future is bright, and the power to shape it lies in your hands.

Explore more topics related to Cloud Telephony:  IVRClick-to-CallVoice Blasts, and Virtual Numbers

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