Unified Communications Featured Article

Vertical Talks CRMLink, UC with TMCnet at ITEXPO

January 27, 2015

The reality is that people are really lazy—or perhaps disinterested—when it comes to entering and logging critical business information. So bad, in fact, that most of the time employees log 40 percent of the information they should, Vertical Communications Director of Product Management Kevin Butler told unified communications at ITEXPO today.

But what if there was a way to automate the logging process so that your company no longer had to operate with a 60 percent information gap?

Vertical’s latest release, CRMLink, is a new cloud-based service that integrates Vertical Wave IP unified communications systems with major Web-based CRM platforms, including Salesforce, Microsoft Dynamics CRM and NetSuite, so that businesses can automatically incorporate call records into their existing CRM and ERP solutions. Just one week released, CRMLink enables companies to enjoy a more comprehensive overview of customer communications so they can augment customer service and expedite critical business processes.

“Our target customer is anybody who is just beginning to understand and use their CRM platform effectively,” Butler said at Editor’s Day at ITEXPO today. “We are targeting the individual who has traditionally been leveraging a CRM platform and has suddenly discovered there is a gap of information.”

The company’s first SaaS-based offering, CRMLink automatically logs all incoming and outgoing calls from the Wave IP, including those from mobile devices, to an organizations existing CRM solutions.

The solution will track everything from who your employees called, how long they were on the call for, what they said on the call via call recording  and how many times they called your customer.

In other words, companies can say goodbye to siloed business processes.

Today, there is no denying the power of analytics and business intelligence to steer business decisions but all too often companies are operating with a huge portion of their data missing. As Butler puts it, “we have built a product that has a simple connector methodology and makes connecting to existing CRMs easy.”

CRMLink was first introduced at the National Auto Dealer Association conference last week in San Francisco, California. Vertical is already off to “real success” in the auto dealer space and will take this momentum to other verticals. 

A big focus of Vertical is to explain to prospective customers the potential to use this solution to better train your internal team members.

“You can use CRMLink to do the most difficult task of replicating your best sales person,” Butler said. “Everyone has an awesome sales rep—maybe two—but they don’t have a full staff of super stars. But with all the information about what they are doing in the CRM package, you can replicate their behaviors.”

In addition to spreading the word about CRMLink this year, Vertical will be gearing up to launch version 5 of its flagship offering Wave IP. The latest version will have a number of “good and powerful” capabilities, promises Butler, but predominately the newest version will be centered upon customers being able to automatically update the software moving forward. Customers will receive incremental updates from Vertical so they can update in real time and on their own time schedule.  

While at ITEXPO, Vertical will continue the conversation about CRMLink and its imminent product update. Butler also kicked off the show today on a panel titled “When UC Fails, What Should You Do” in which he discussed the fact that you have to be strategic about UC deployments to avoid failure.

“Going into a UC deployment, you can’t just think of UC as something cool to add to your system,” he said. “You have to have a reason for it. You have to have a reason to enable your business to be more effective.”

“People aren’t thinking of how UC will change your business, but you have to figure out how it applies to your business and tell the end user why your software is applicable to them,” Butler added. “The main reason UC fails is because we don’t make it as compelling as Skype or WhatsApp.”

Edited by Maurice Nagle