Why should contact center software integration be part of your CRM business transformation?

The implementation of a new customer relationship management (CRM) system is a significant undertaking that can yield substantial benefits. CRM software makes salespeople and support agents more effective and gives businesses a robust source of customer data.

To get the most out of CRM business transformations, organizations should integrate their CRM software and call center software.

Here are some of the potential benefits:

Empower intelligent routing

A CRM business transformation that includes call center integration can also ensure that the customer gets to the right agent when they contact the organization. For example, the contact center software can query an incoming phone number in the CRM database to see if the customer requires any special routing considerations. For example, maybe the customer is paying for premium service requiring a higher tier of support, or perhaps they recently sent an angry email, justifying immediate routing to the escalation team. Based on configured rules, the contact would be routed to the appropriate agent group, such as one that's skilled at soothing ruffled feathers. More intelligent routing should increase customer satisfaction and improve first call resolution.

Improve agent efficiency

An integrated CRM application can also make agents more efficient by providing them all the tools needed to service customers in a single user interface. This includes customer history of purchases and support contacts across channels. No more digging through multiple systems to get the information! Plus, on the back end, much of the contact details can be saved automatically into the CRM system, like a chat or phone transcript. Again, CRM/contact center software integration makes this CRM business transformation benefit possible.


With comprehensive customer data at their fingertips, agents can personalize interactions. For example, when a call comes into the center, the incoming number can be identified in the CRM database; if there’s a match, the customer screen will "pop" for the agent so that she can greet the customer by name and ask how the weather is in Denver (or wherever the customer lives). The business benefits? 80% of consumers are more likely to purchase from a business that delivers personalized experiences. This CRM business transformation benefit is made possible by a CRM/call center software integration.

Integrate NICE CXone with your CRM software and start reaping the rewards.

NICE CXone is the market leading contact center software in use by thousands of customers of all sizes around the world to help them consistently deliver exceptional customer experiences. CXone includes pre-defined CRM integrations with most leading solutions on the market. These integrations provide a holistic contact center software solution capable of elevating customer experiences for companies of all sizes. Download our brochure and find out more about the benefits of software integration.

Any digital channel

Your customers are trying to reach you for service on digital channels – even if you’re not there yet. How many SMS text messages go to your call center phone number with no response? Who’s trying to find you on Facebook, Twitter, or WhatsApp and not finding you? Now with CXone it is easy to provide digital-first omnichannel service in all the channels your customers expect.

  • Personalized digital interactions: deliver native experiences in each of 30+ messaging channels, such as rich media, emojis, and other collaboration tools.
  • Simple to Activate: pre-integrated channels make it easy to offer to customers and agents.
  • Easy to Say “Yes”: simple packaging removes barriers to offering all channels to customers and agents.
CXone digital channel
Empowered agents

CXone empowers all your agents to deliver a true digital-first omnichannel customer experience by simultaneously combining all customer interactions in one intelligent inbox across multiple digital channels and voice for agents to select ("pull"), while dynamically prioritizing the most time-sensitive or real-time interactions according to service levels ("push"). All delivered in a single application – complete with full customer context, journey history, and sentiment.

  • Single Interface: one inbox for all digital messaging and real-time (voice/chat) channels – retaining native experience of each messaging platform.
  • Agents in Control: ‘pulling’ work in natural flow, while dynamic prioritization maintains SLAs – and prevents ‘cherry picking’.
  • Customer Card: full customer context, journey and conversation history, plus sentiment.
Holistic management

With CXone, omnichannel interactions are managed holistically, from agents to supervisors and beyond. Integrated workforce optimization, analytics, automation and artificial intelligence across digital and voice interactions ensure complete management across contact center operations.

Related resources
Case Studies

Best Practice: The Power of a Digital First Contact Center

Your customers have different preferences in how they want to contact your business. Hear from NICE customer, ESCI on how opening digital channels transformed their contact center, improved agent productivity and drive down costs for their contact center.