Telephony + CRM: how to make sure no call gets lost
A missed call is a lead that went to a competitor. How to connect IP telephony to Bitrix24 or amoCRM, what it gives the sales team, and how it works in a contact centre with 150 operators.
In many companies I start working with, calls live separately from the CRM. Managers call from personal phones, nobody has listened to the recordings, and nobody counts missed calls. The owner learns about a lost customer when that customer has already bought from a competitor.
What is wrong with "just a phone"
- Missed calls are invisible. There is no list of who called and who was never called back.
- The customer belongs to the manager, not the company. An employee leaves, and their contact list leaves with them.
- Nothing to check. Without recordings you cannot sort out a dispute or train a newcomer on real conversations.
- No statistics. How many calls a day, how long customers wait, which manager is overloaded — nobody knows.
How the setup works
The scheme is almost always the same, only the components change:
- Numbers. Landline or mobile numbers are connected through a SIP operator, and the company's number stays with the company.
- PBX. Cloud or your own (Asterisk, Issabel) — it routes calls to queues and operators.
- Connector. It links the PBX to the CRM: for example, ITGRIX for Bitrix24 and amoCRM.
- CRM. Every call shows up in the customer's card: who called, who answered, the recording.
What the sales team gets
- New number, new deal. A call from an unknown number creates a lead with an owner straight away.
- The call reaches the right manager. The PBX connects a returning customer to the person who handles them.
- A missed call becomes a task. The CRM sets a call-back task and reminds about it.
- Recordings in the card. The manager listens to calls in the same place they see the deal.
- Reports. Operator load, missed calls, response time — without counting by hand.
Example: the Nutva contact centre
Nutva has two sales lines, and calls for each must reach the right operators and the right pipeline at once. We built telephony on Issabel/Asterisk with the ITGRIX connector, wrote our own module that routes deals between pipelines, and set up the FOP2 operator panel and a call recording archive.
The contact centre now has 150 operators, and the conversion of enquiries into deals has grown by 45%.
How long it takes
A typical telephony-to-CRM connection takes 1–2 weeks: choosing the scheme and numbers, setting up the PBX and the connector, routing, testing on real calls, training. Large contact centres with their own routing are done in stages.
If your calls still live separately from your CRM, a free 30–40 minute review will show which setup fits.