Integration of telephony with CRM: what to rely on when self-tuning

Today I want to talk about the integration of telephony with CRM with enhanced control of the data transmitted between systems. In order for you to accomplish this task yourself:

1. I will show how we have implemented the ready-made integration of a virtual PBX with retailCRM on the basis of our API. The same logic can be transferred to the desired integration with your system (I’ll make a reservation that this is not an instruction, but a foundation for implementing integration of other PBXs with retailCRM or other CRMs with UIS telephony).
2. I’ll tell you about the key data management functions that are protected in our API and on which such integration schemes rely.

An example of basic telephony integration with CRM

Let's take a look at how to integrate telephony with CRM with support for basic functionality using the example of retailCRM. In this case, we will make a reservation that we understand by the basic functionality:

• Pop up contact card
• Fixing lost calls in CRM
• Outgoing calls from CRM
• Listening to conversation records in the CRM system

Specifically, in the UIS integration scheme with retailCRM, we have implemented several more useful functions (for example, synchronization of employee status in services, etc.). However, it seems that they still go beyond the basic functionality of such integrations, so I will not dwell on them in this material.

Tools used

• UIS tools: Data API; Call API ; notification block
• RetailCRM API

The article also implies that the integration server requires a connector server that provides the interaction between the cloud PBX and CRM.

The general scheme of work integration

Click on the diagram to view the full size.

Telephony activation in retailCRM

Telephony in retailCRM is activated by a request to / api / v4 / telephony / setting / {code} / edit . Among other things, the following parameters are indicated in the request:

• makeCallUrl - the URL to which retailCRM will send requests to generate outgoing calls.
• changeUserStatusUrl - the URL to which retailCRM will send alerts about an employee status change.

Call processing

Contact popup card

A pop-up contact card in retailCRM is made by a simple request to the API / api / v4 / telephony / call / event , the trigger will be triggered notification for the “Waiting for an answer” event when the employee is already ringing the phone.

Missed calls

The call is missed or successful; you can determine it by the is_lost parameter in the call completion notification. And if the call is missed, the call status will be loaded with an API request / api / v4 / telephony / calls / upload , the fields of which can be filled with parameters from the notification.

Successful calls and saving their records in CRM

To upload a successful call to retailCRM, you first need to obtain additional information on this call, which the Data API will help you to handle.

A bit about the query layout:

• In the params field, you can specify the parameters of interest, so that only they will come in response.
• In the filter field, you can specify the name of those fields that interest you.

{ "jsonrpc": "2.0", "id": 1122, "method": "get.call_legs_report", "date_from": "2017-06-01 14:34:00", "date_till": "2017-06-01 14:36:52", "params": { "access_token": "N2dw2Rf33fn23fknkmdfeJmcP", "filter": { "filters": [ { "field": "call_session_id", "operator": "=", "value": 31451224 }, { "field": "is_talked", "operator": "=", "value": true } ], "condition": "and" }, "fields": [ "id", "call_seesion_id", "call_records", "release_cause_code", "direction", "start_time", "employee_id", "called_phone_number", "contact_phone_number", "total_duration", "duration" ] } } 

The received information must be uploaded to retailCRM with an API / api / v4 / telephony / calls / upload request. If you need to expand the set of downloadable parameters, you can take them from the parameters of the “End Call” notification.

Outgoing call from retailCRM on click

When an employee tries to call by clicking on the contact number from the CRM interface, retailCRM will send you a request to the URL provided during telephony activation. Now you need to redirect this request to the telephony service to make a call. For this you can use our Call API.

 { "jsonrpc": "2.0", "method": "start.employee_call", "id": "number", "params": { "access_token": "N2dw2Rf33fn23fknkmdfeJmcP", "first_call": "employee", "early_switching": true, "switch_at_once": true, "show_virtual_phone_number": false, "virtual_phone_number": "88002000600", "direction": "out", "contact": "72131231111", "employee": { "id": 13421 } } } 

Synchronization of employee status in retailCRM and UIS

When you receive a notification about the change of employee status from retailCRM, you need to generate a request to the Data API in order to change the settings of this employee in accordance with the new status.

 { "jsonrpc": "2.0", "id": "number", "method": "update.employees", "params": { "access_token": "N2dw2Rf33fn23fknkmdfeJmcP", "id": 13421, "calls_available": false } } 

Nuances of data management through the UIS API

And now, as promised, I will talk about the key functions of controlling the data transmitted between telephony and CRM, which we have provided for in the updated UIS API.

• Controlled data protection. Requests to the API are made on keys with limited access rights. API keys are created for a specific user and have a set of rights similar to the user's privileges in the UIS Dashboard. For example, if he has only access to view employees, and he cannot edit their profiles in the UIS interface, he will not be able to do this through the API.
• Log-log requests in your account. Another important step to increase the transparency of the entire process of working with the API.
• Flexible filtering conditions for data acquisition. You can set conditions yourself.
• Passing arrays in queries to get a list of specific entities (employees, calls, etc.). Previously, in order to receive, for example, the profiles of Kolya, Vasya and Petit's employees, it was necessary to make three requests to the API, and now this is one request that shows the IDs of the necessary employees.
• Partial update data. You do not need to send the entire sheet of properties of the updated entity in the update request — all you need is to send only those fields that have actually changed.
• Individual definition of received fields. In the request for receiving data, only the parameters you are interested in are set. Profit - filtering trash in the form of unnecessary information.
• Sophisticated system errors. This is in order to simplify the diagnosis of problems.

We have planned the public launch of the functionality for July, but I’m ready to tell you more if you want to implement your integration scheme similar to the one described above, and you need the details now (I’d better write here ).

PS By the way, if you are a representative of a CRM system that lacks integration with telephony, then I will also be glad to cooperate. You will help us to work out a scheme of ready-made partner integrations in one click from the UIS Personal Account, and we will help you integrate our services for your users.