Integrations
CRM and ERP
How the agent reads customer and account data from your CRM and operational systems, and writes the outcome of every conversation back to them.
On this page
Your CRM (the system that holds your customer records) is only as good as what gets written into it. When the agent is connected, every conversation it handles updates the CRM without anyone having to remember to, and every answer it gives starts from what the CRM and your ERP (enterprise resource planning: the system that runs your core operations, such as finance, orders and inventory) already know about the customer. The record ends up where the work happens, not in a separate tool nobody opens.
What connecting your CRM and ERP lets the agent do
| Ability | What it means for you | Example |
|---|---|---|
| Look up | The agent reads the customer's own data while they are talking, so the answer is theirs | A buyer hears the date of their next instalment from the payment schedule |
| Identify the customer | Each conversation is linked to the right customer by verified identifiers | A WhatsApp number matched to an existing contact |
| Write back | The summary, outcome, details captured and next steps are written to the customer's record | A lead is created with budget, preferred area and viewing time |
| Qualify and score | Enquiries are scored against your own qualification criteria and the score written to the lead | A buyer ready to reserve is marked for the sales team's attention |
| Update operational records | The agent writes into the operational system where the work lives | A change of address updated on a customer account |
Integrations in this category
| Integration | Type | What the connection covers |
|---|---|---|
| Salesforce | CRM | Contacts, accounts, leads, cases and activity records |
| Microsoft Dynamics 365 | CRM and ERP | Contacts, accounts, leads, cases and operational records |
| HubSpot | CRM | Contacts, companies, deals and activity records |
| Zoho | CRM | Contacts, leads, deals and activity records |
| SAP | ERP and CRM | Customer accounts, contracts, billing and operational records |
The exact records the agent reads and writes are agreed for your configuration during implementation.
How the connection works
Your CRM stays the system of record (the system your organisation treats as the authoritative source) for customer and account data. The Telonic customer record is the system of record for conversation history. The two stay in step: the agent reads account data from the CRM when it needs it, and writes each conversation's outcome back.
Contacts are matched to customers on verified identifiers: phone number, email address, customer ID, and booking or policy reference. Where a match is uncertain, it is suggested to a person on your team to confirm rather than written automatically. See Matching contacts to customers.
Every connection is built for your configuration. Two organisations on the same CRM have different objects, fields and processes, so the first stage is mapping yours. See How a system gets connected.
The technical detail
The agent connects through each system's standard API (application programming interface: the documented way other software exchanges data with it), using a dedicated integration account that your administrators create and control. Credentials are stored encrypted in your deployment with AES-256, calls travel over TLS (Transport Layer Security) version 1.2 or higher, and the connection runs from your deployment in your chosen region. Figures such as amounts and dates are inserted into replies directly from the system record, not retyped by the language model. Writes are idempotent (repeating a request never creates a duplicate) and never left half complete.
Permissions typical for this category
| Permission | Needed for | Default |
|---|---|---|
| Read contacts and accounts | Identifying the customer and answering from their data | Granted, limited to the fields agreed |
| Read related records, such as payment schedules or open cases | Answering account questions | Granted per record type |
| Create and update leads | Enquiry handling and qualification | Granted where enquiries are in scope |
| Create activity records and notes | Writing back each conversation | Granted |
| Change prices, terms or payment plans | Not needed | Not granted |
| Delete or merge records | Not needed | Not granted |
The agent can only take actions your team has granted. Anything not granted cannot be invoked. See Permissions.
In practice
Sahel Crest Properties, a Dubai developer, connects its CRM to the agent handling portal enquiries.
- An enquiry arrives from Aisha at 9pm on a Friday. The agent replies on WhatsApp, answers her questions about two-bedroom units in the tower she enquired about, and asks the developer's qualification questions as part of the conversation.
- It searches the CRM by her phone number, finds no existing contact, and creates a lead with her budget, timeline and preferred area.
- It books her a viewing on Saturday and writes the booking and a qualification score to the lead.
- On Saturday morning, the sales consultant opens the lead and sees the whole conversation, the score and the viewing time.
What your team controls
- Which records and fields the agent can read and write.
- Your qualification criteria, and what the score means.
- Which actions need a person's approval.
Related
- How integrations workIntegrations
- PermissionsIntegrations
- The customer recordCustomer record
- Matching contacts to customersCustomer record
- How a system gets connectedIntegrations
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