Enhancing CRM with Telecommunications Operators’ UC and Voice Capabilities: Opportunities and Examples

Find out approaches of enhancing CRM with the Unified Communication (UC) and voice capabilities of telecoms operators.
Featured Image - Article by Richard Kreeft at Netaxis Solutions website

Customer Relationship Management (CRM) is an essential tool for businesses, allowing them to manage interactions with customers effectively. However, the growing need for personalised communication and immediate support has prompted businesses to seek ways to improve their CRM offerings. A promising approach lies in leveraging the Unified Communication (UC) and voice capabilities of telecoms operators.


The Role of Telecommunications Operators: Telecoms operators such as AT&T, Verizon, and T-Mobile offer UC and voice services that can be merged with CRM systems to augment customer interactions. These services provide a host of opportunities for businesses to enrich their CRM functionalities:

  1. Seamless Communication: Telecoms operators provide UC solutions that amalgamate voice, messaging, and video conferencing into a singular platform. Integrating UC with CRM allows businesses to communicate with customers via multiple channels, catering to individual preferences and promoting seamless interactions. This adaptability can enhance the customer experience, offering options such as instant messaging or phone calls depending on the customer’s preference.
  2. Real-time Support: By incorporating telecom operators’ voice capabilities into CRM, businesses can offer real-time customer support. Voice-enabled support allows customers to connect with customer service representatives instantly when they need assistance, reducing wait times and enhancing customer satisfaction.
  3. Personalized Interactions: UC solutions including traditional voice can be used to personalize business interactions with customers. Businesses can utilize UC to access customer information, such as purchase history and preferences, and tailor their communication accordingly. This personalization can bolster customer satisfaction and loyalty.
  4. Enhanced Mobility: Telecoms operators’ UC solutions enable businesses to engage with customers anywhere and at any time. For instance, sales representatives can access customer information and make calls from their mobile devices while on the move, boosting sales performance and accelerating deal closures.


Integration Examples: UC providers have already started capitalizing on this opportunity by integrating their solutions with telecoms operators’ voice and UC services. For instance, Cisco’s Webex Calling and Microsoft’s Teams both integrate with telecom operators’ voice services, offering comprehensive UC solutions and voice-enabled support. Some go a step further such as AT&T Office@Hand for HubSpot CRM Integration and 1CRM for RingCentral with Verizon.


By utilising the UC and voice capabilities of telecom operators, businesses can significantly enhance their CRM offerings and refine customer interactions. Through the provision of seamless communication, real-time support, personalised interactions, and enhanced mobility, businesses can meet modern customer expectations and maintain a competitive edge. The current trend of UC providers integrating their solutions with telecom operators’ services further simplifies the process for businesses seeking to implement these enhancements.

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