Enhancing Customer Interactions:

Zelite's Successful Integration of Microsoft Dynamics 365 CRM and Cloud Telephony for a SaaS Company


In today’s fast-paced business environment, seamless integration between Customer Relationship Management (CRM) systems and cloud telephony is pivotal for enhancing customer interactions and streamlining sales and support activities.

This case study highlights how Zelite, a leading integration solutions provider, effectively integrated Microsoft Dynamics 365 CRM online with a cloud telephony system for a SaaS (Software as a Service) company. The study examines the benefits experienced by the outbound sales agents, inbound sales agents, and the overall customer support process, while emphasizing the successful implementation of auto-routing of calls and lead and case workflows.


Software Industry


Integration of Microsoft Dynamics 365 CRM and Cloud Telephony

Engagement Model

Time and Material

Efforts and Duration

AMC – 1 Year


Microsoft Dynamics 365 (CRM), cloud telephony

Current Phase

Live & under Support Contract

Integration Architecture:

Zelite designed a sophisticated integration architecture, utilizing APIs and custom connectors, to facilitate seamless communication between Microsoft Dynamics 365 CRM and the cloud telephony system. Interactive Voice Response (IVR), call routing, call recording, and call analytics. The architecture ensured real-time data synchronization, enabling efficient customer interactions and streamlined workflows for the SaaS company.

Benefits to Out-bound Sales Agents:

With the integration of Microsoft Dynamics 365 CRM and cloud telephony, out-bound sales agents experienced a significant improvement in their sales processes:

  • Enhanced Customer Insights: Sales agents had access to a comprehensive customer database, providing valuable insights into customer preferences, previous interactions, and purchase history. This information enabled agents to personalize their sales pitches and increase customer engagement.

  • Automated Call Logging: The integration automatically logged call details, including call outcomes and follow-up actions, directly into the CRM system. This eliminated the need for manual data entry, saving time and reducing the chance of data errors.

  • Seamless Lead Management: The integration enabled smooth lead management, allowing sales agents to efficiently track and nurture leads through various stages of the sales pipeline, leading to increased conversion rates.

Benefits to Inbound Sales Agents for Help Desk Activities:

For inbound sales agents handling help desk activities and providing customer support, the integration brought about several advantages:

  • Quick Access to Customer Information: Inbound sales agents had immediate access to customer records, allowing them to provide personalized assistance and address customer concerns promptly.

  • Efficient Case Management: Cases generated through the inbound call center were automatically created within the CRM system, enabling agents to assign, track, and resolve customer issues effectively.

  • Streamlined Follow-ups: The integration facilitated the assignment of follow-up activities for unresolved cases, ensuring that no customer inquiries fell through the cracks.

Auto Routing of Calls Using Round Robin Method:

Zelite implemented an auto-routing mechanism based on the round-robin method for incoming calls. This feature automatically distributes calls among available agents, ensuring an equitable distribution of call load and minimizing wait times for customers.

Lead and Case Workflow Implementation:

Zelite established custom lead workflows for leads generated through the out-bound call center. This ensured that leads were efficiently assigned, tracked, and nurtured through the sales process until they reached the closure stage.

For cases generated through the in-bound call center, Zelite implemented a streamlined case workflow. The workflow included automatic case creation, assignment to the appropriate support agent, prioritization, escalation if necessary, and resolution tracking.


The successful integration of Microsoft Dynamics 365 CRM with the cloud telephony system, undertaken by Zelite, revolutionized the SaaS company’s customer interactions and sales processes. The benefits experienced by the outbound sales agents, inbound sales agents, and the help desk support team significantly enhanced customer experiences.

The implementation of auto-routing based on the round-robin method ensured efficient call distribution, while custom lead and case workflows streamlined lead and case management. Overall, Zelite’s integration solutions propelled the SaaS company’s customer-centric operations, resulting in increased efficiency, customer satisfaction, and business growth.


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